How to Select Keywords for a Pay Per Click Campaign

Learning how to select keywords for a pay per click campaign requires more than simply making a list of words that relate to your product or service. If discovering how to select keywords for a pay per click campaign were that easy, there would certainly be little need for sophisticated software and online marketing gurus to show you the secrets of effective keyword selection. To select powerful keywords for a pay per click campaign, consider the following ideas:

1. The cost of your traffic must be less than the cost of your product or service.

This cannot necessarily be accomplished by simply selecting the most popular keywords and including them in your content. By selecting only the most popular keywords in your pay per click campaign, you may be pitting your business against giants in the industry whose brand recognition may overpower your offering.

Instead, make a list of the most relevant keywords to your business and then refine your list to move your keywords from the general to the targeted and specific keywords. In doing so, you also move your prospective visitors from the somewhat interested browsers to the ready and willing A+ consumer.

For example, if you have two prospects searching the Web for a new home, and one enters “new homes” in their search engine while the other enters “ABC Homebuilder in Phoenix, Arizona,” which would you say is the more serious consumer? Exactly! So, using the popularity-based keywords is good, but often times digging a little deeper for the spin-off or long-tail keywords creates much more targeted pay per click campaigns. Remember, the most popular keywords will cost you the most money in your efforts to select keywords for a pay per click campaign.

2. Selecting keywords for a pay per click campaign is an ongoing keyword management practice, not a one-time hit or miss performance.

Selecting keywords for a pay per click campaign is a living, breathing process. For this reason, those needing to select keywords for a pay per click campaign often use helpful software or research management tools for more effective, efficient, and current calculations.

When you wish to select keywords for a pay per click campaign that will receive the most hits, you’ll also want to pay attention to whose sites are applying those keywords, and where those keywords are appearing within the ad. Because it is an ever-changing project, most businesses looking to maximize their costs will set aside time every few days to review their selected keywords for their pay per click campaign.

3. Create closely related phrases and place them in both the title and content when attempting to select keywords for a pay per click campaign.

If you have decided one of your keywords is “campaign”, then choose some related phrases such as “marketing program”, “targeted promotional offer”, or even “competitive analysis strategy”, which may provide you with more focused visitors who are looking to purchase your services. Also, be sure to include the selected keywords for a pay per click campaign in both the title and content of your ad to trigger greater actions and conversions from the large pool of browsers.

To select keywords for profitable pay per click campaigns requires ongoing keyword research, effective keyword grouping, and the creation of well-organized and targeted phrases.