Effective keyword research is an essential component of any online marketing campaign. When done properly it can give you significant competitive advantage, enabling you to reach large numbers of potential new customers while significantly reducing your marketing costs. Investment in time and resources to get your keyword research right from the start of a campaign will pay dividends in the long run. Here at AccuraCast, we have the expertise and experience to conduct this vital yet sometimes complex research for you, ensuring your campaign reaches the right audiences and hits the right targets.
Why we’re leaders in keyword research
Knowledge – we understand the intricacies of keyword research and have the know-how to gauge audience intent based on query terms.
Expertise – we’re skilled at utilising a range of keyword research tools to identify the ideal combination of broad, phrase and exact match terms along with negative and modified keywords.
Experience – we have conducted keyword research for PPC campaigns for every size of organisation, from multi-national corporations to SMEs, and from charities to entrepreneurial start-ups.
Multilingual – we can carry out keyword research in more than a dozen languages in-house.
Reduced cost – effective keyword research delivers highly targeted campaigns that ensure you pay less per lead.
ROI focused – measurable results that help reduce your cost per acquisition.
Outstanding support – call on our additional support and training services whenever you need them.
Understanding keyword research
Choosing keywords should never be left to guesswork. There’s a science to it, and thorough research is required. The most important step 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.
Keyword strategy
Developing a good keyword strategy will often determine the success of a PPC campaign. A robust keyword strategy will target a mix of competitive, high-volume but relatively expensive keywords as well as less competitive key phrases that will cost less yet still bring significant traffic to the site. A good bid management strategy will set positions and cost per click to maximise the return from all keywords.
The long tail of search
‘Long tail’ is a term used in statistics to describe distributions such as the one in the graph above. The graph illustrates the fact that the most popular searches are driven by a handful of extremely competitive and popular keywords, with higher average cost per click.
The less popular keywords, which make up the long tail, attract fewer searches, but cumulatively they can outnumber the popular keywords. These key phrases are less competitive and therefore cost less per bid.
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