When it comes to Search Engine Marketing it is critical to ensure you are utilizing the most effective and targeted keywords to get the best return on your investment. Your keywords are the foundation to any cost per click campaign and should be chosen wisely. They should be updated and tweaked often and ultimately be paired with compelling ad copy and the most relevant destination URL.
So how do you know if your keywords are “up to par”? It is sometimes difficult to choose the best keywords when you are so close to the subject. In other words, you may think you know what searchers are typing into the search engines (Google, Yahoo, MSN, etc) to find your site, however you might be surprised to find that what you may think is being searched upon is not at all the case. This is where an analytics tool comes into the mix. It is imperative to have a tool which affords you the ability to determine the specific keywords that are driving your sales, conversions or the desired action item (such as a whitepaper download, catalog request, online form, etc.) to occur. Your keywords should never be chosen by intuition, but rather, you should rely on your analytics program to guide you to the most educated choices.
One word phrases tend to be costly and generic; research shows that the savvier the searcher, the longer the keyword phrase or tail will be. In fact, a recent article stated that the average searcher is now utilizing 4 words to run a query. This approach not only keeps keyword cost down, but also provides for a more targeted and qualified visitor. For example, someone searching for the one word phrase dentist is a lot less qualified that someone searching for Dentist in Santa Monica.
Improving the keywords in your campaigns will boost your traffic quality and as a result your sales and ROI.