6 Solid Tips for Choosing the Best Keywords for Your Next PPC Project
Thanks to the internet, it’s easier than ever to make money online. There’s still a place for traditional nine-to-five jobs, but with millions of people taking to the web for flexible work with consistent pay, it’s no wonder why many individuals prefer working remotely.
To make honesty money online, you need to market yourself. There are a few ways to do this, but one of the most effective is to create and promote a website. As soon as you do, you can start to optimize your site and increase the prevalence of your brand through advertising.
There are a few advertising techniques that can get your name out there, but one of the best is Pay-Per-Click (PPC) advertising. This method helps small businesses create consistent web traffic and secure steady leads. To achieve this, you’ll need to understand which keywords you should use and how you can use them. Here are six solid tips to help you get started:
1) Jump Start Your PPC Keyword Research
At first, you’ll want to take a broad approach. Find a lot of keywords, and then you can refine from there. After you’ve refined your initial batch of keywords, you’ll also want to add in long-tail keywords.
If this sounds foreign to you now, don’t worry. It really isn’t that complicated. A keyword generator can help you begin the process. There are several free keyword research tools you can use to quickly gain a better understanding of PPC.
To use one of these tools, start with a simple search. For example, if you’re a hospital, you might type “healthcare” into a keyword research platform. The results for this query will read something like “healthcare,” “aarp united healthcare,” “adventist healthcare” and so on. The tool should also tell you the volume, cost per click and value of the keyword results.You can use this information to increase the likelihood that people searching for things relevant to your business are shown your advertisement.
2) Use a Keyword Planner to Understand Competition
In addition to using a research tool, you’ll also want to take advantage of a tried-and-true keyword planner. According to Rory Witt, founder of DigiMar, “For most marketers, the Google Keyword Planner is the main hub for generating keyword ideas and finding the best opportunities for [a] brand.”
The tool offers huge lists of relevant search terms and essential data points that you can use to better understand your competition. As you think about your next PPC project, create a working plan in Keyword Planner. This will give you something to reference when you launch your next campaign.
3) Group and Organize
Without organization, PPC is nothing. Through proper keyword grouping and organization, you’ll be able to target your customers efficiently. Consider using an organizational tool or developing your own so you can stay organized and reduce your costs.
Another sound way to organize your keywords is by category. Small businesses generally use brand, promotional, short-tail, long-tail and competitive keywords. Brand keywords include your brand’s name. There should be much — if any — competition for your brand’s name, which makes it low cost and high-quality. A quality score is Google’s rating of the value and relevance of your keywords.
Promotional keywords are designed for readers that are most likely to convert into buyers. They are often used in advertisements that help tip people from researchers to customers. Short-tail keywords are most often one-word keywords that help improve your brand awareness. Long-tail keywords are narrow, longer sets of words that help draw in a specific audience.
Competitive keywords are one of the most important groupings to pay attention to. These keywords allow you to put your offerings side by side with your competitors’ products and services. They are generally more expensive to use, but they’re well worth it in the end.
4) Take Advantage of Negative Keywords
According to online marketing expert Neil Patel, “Negative keywords will help you use phrase matching keywords without burning through all your money for the Adwords marketing campaign.” Simply put, negative keywords can help you minimize the amount of times your advertisement shows up in irrelevant places.
Here’s an example … Say that you own an online baking business, and you’re trying to advertise your pastries. If you target the keywords “vanilla cake,” people that search “buy vanilla cake,” “nutrition facts for vanilla cake” and “what is vanilla cake made of” might all see your advertisement. Out of these three queries, only the first one will likely lead to a sale. Negative keywords can help you make sure this person sees your advertisement, and the other two searchers do not.
5) Optimize Bids
Out of all of the steps mentioned thus far, bid optimization is the most time-consuming. Luckily, it is also one of the most rewarding. Before you think about bidding, you need to decide how much money you’d like to spend. Create an annual, monthly and daily budget for your advertising. According to Mark Simmons, a Mixed Digital marketing professional, the average small business spends between $9,000 and $10,000 per month on AdWords.
With your daily budget in place, you can start testing a PPC campaign. Keep in mind that PPC is a fast way to gain traction, but it’s not instantaneous. It can take a few days and a couple of revisions before your campaign becomes profitable. Make sure you keep an eye on the keywords that are converting. You’ll want to keep these in place and throw out the ones that are underperforming.
6) Refine Keywords Over Time
Once you have a good list of keywords, you might be tempted to use them over and over again. This is especially common among small businesses that are strapped for time. Unfortunately, this approach can have detrimental effects.
Some of your keywords might stay the same over time, but you should always be refining your lists and zeroing in on new keywords. This is especially important when you start a new campaign. Performance varies from advertisement to advertisement, so you must develop an updated keyword list for every PPC campaign you run.
There are many benefits to starting an online business. With the flexibility to make your own schedule and work wherever you want, the allure of internet-based work is undeniable. That being said, working online isn’t always easy or glamorous.
If you want to find real success in this field, you’ll need some excellent advertising. There are a lot of ways for small businesses to market themselves, but a lot of them take time. To improve your business quickly, you have to use PPC.
Think smart, and be money-minded. As a growing company, you might not have the biggest budget. Every dollar that you can allocate to advertising should be spent wisely. Every marketing decision you make should be based on overall ROI.
The six tips above are useful whether you’ve run a PPC campaign before or are starting your first one. When implemented correctly, these tips and tricks can help you effectively reach your target audience and lead new customers to your company. Sure, it will take some effort, but once you see your results, you’ll be happy you spent time on PPC.
Originally published at smallonlinebusinessopportunity.com on October 16, 2017.