Before you set up your PPC campaigns, do your research. Keep in mind, keyword research allows you to target specific clients. Maximize your ad’s reach by selecting appropriate keywords. What is your audience searching for online? Observe your customer’s behavior. Meet customers where they are. With this intention, you can gain their attention.
A successful PPC campaign requires research. Keyword relevance represents customer search behavior. Keywords are popular terms and phrases people use when they search online. You want potential customers to see your ad. Given that certain terms trend, you want to keep your campaigns up-to-date. To find the right terms, brainstorm possible phrases and avenues and research them.
Review Your Website
Next, research possible synonyms and similar phrases. Remember to list keywords that are searched for organically. Make sure you cover a broad enough list that customers don’t slip through the cracks.
Use Google Keyword Planner
Google Keyword Planner is a valuable (and free) tool. It can significantly improve the quality of your keyword list. Use it in conjunction with the keywords you gathered from your site. Google Keyword Planner will suggest additional relevant keywords. This tool gives you access to competitor keywords. These specifics allow you to choose the best performers. Refine your list to remove the words that are unnecessary.
Your Audience is the Focus
At times, you can lose focus of the main goal. Your customer is the focus. Don’t allow your workload to distract you from your audience. Above all, you must pay attention to customer needs and concerns. Objectively asses your business from the customer perspective. Tunnel-vision can inhibit your ability to see flaws in your work. However, your customer can inform you of potential improvements. Actively listen to criticism and complaints. Know your customer intimately. This information will strengthen your ability to serve them.
Don’t Oversaturate Your Campaign With Keywords
Having a long list of keywords is great. However, all keywords don’t carry the same weight. With this in mind, focus on quality instead quantity.
• Stay Focused
Your keywords need to be specific. Generic keywords will broaden the results with other competition. In that case, your campaign won’t stand out. Conversely, overly specific keywords limit your campaign’s reach. A happy medium will reach the right customers. Your keywords should attract interested clients and potential customers.
• Review the Competition
Many businesses attempt to use the most popular keywords. However, the more popular a search term is, the more competition. Your ad won’t stand out if other businesses are competing for the spot. On the flipside, low-competition keywords will drive up your cost. Find a balance between these two extremes.
Choose a Payment Type
There are two different methods for financing your campaigns.
Prepaid campaigns allow you to pay upfront. The benefit here is that you set the campaign price before launch. As the impressions and clicks come in, Google charges the down payment. This method is good for sticking to a specific budget. When your balance gets low, Google will notify you. If the campaign is performing, you can choose to replenish payment.
Postpaid campaigns are billed after your ad’s clicks reach their maximum threshold. With this option, you set a billing limit on your campaign.