Keyword Research For PPC
Choosing keywords is not a guessing game but a science. It requires thorough research. AccuraCast's keyword research services analyse your business and customers and dig deep to find the most effective set of keywords for your search engine advertising campaign.
The most important step when setting up a pay per click account on any search engine is to analyse visitor search patterns and develop a list of relevant keywords, that real visitors might type into the search engines when looking for your products and services.
A good keyword-based advertising campaign will not only target the most popular keywords but also the widest range of keywords that all visitors might use.
The Long Tail Of Search
'Long tail' is a term used in statistics to describe distributions such as the one in the graph above. This keyword search graph illustrates the fact that the most popular searches are driven by a handful of keywords. These keywords tend to be the most competitive with most advertisers bidding on them and therefore have higher average cost per click (CPC).
The less popular keywords, which make up the long tail, may have fewer searches individually, but cumulatively outnumber the searches get performed in the initial portion of the graph. These key phrases are less competitive and therefore cost less to bid on.
Keyword Strategy
Developing a good keyword strategy will often determine the success of an PPC campaign. A robust keyword strategy will therefore target a good mix of competitive, high-volume keywords that will cost more as well as less competitive key phrases that will cost less and still bring a lot of traffic to the site. A good bid management strategy will then set positions and cost per click to maximise the return from all keywords.
A good keyword strategy is fundamental to launching a successful search engine marketing campaign. AccuraCast's keyword research services can make the difference between mediocrity and success for your search engine advertising campaign.
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