Oct 14, 2013

Selection of Keywords for Paid Online Campaigns

Keywords are very important element of online marketing whether it is SEM or SEO. For searchers it is just a query but for advertisers it is a key to reach their prospect customers. So while selecting the keywords for advertising campaigns advertisers need to be very careful specially for paid search because cost factor is involved.


Following are the types of keywords that should be always included in the campaign:

Directly Related Keywords:
Few people call them core keywords, these are the keywords which are extracted from the landing page and defines the products and services offered in the website directly. No tools are required to prepare a list of main keywords and it is recommended to prepare this list by manually going through the landing page, so that the chances of missing important keywords are very rare, and the domain understanding will also improve.

Indirectly Related Keywords: These could be the synonyms or not closely related keywords. These keywords will not be present in the landing page but are somehow related to the products and service offered. Such keywords need to be chosen carefully considering the point of view of a searcher. Advertiser should think like a user and pretend if he is searching through that keyword what possibly he will be looking for? If more than 70% probability looks to be in favor of your product then there is nothing wrong in using that keyword. While compiling the ad copy for such keywords advertiser need to take care that his offers and intentions are very clear to the user.

Long Tail Keywords: These are the expansion of the directly related keywords which are very specific. If a user searches through those keywords and lands to the website with the help of ad displayed in the search engine, his chances of buying products or services are very high. For example there is a directly related keyword "XYZ SIM CARD" the long tail keyword could be "BUY XYZ SIM CARD ONLINE", which means a person using this keyword is definitely looking to buy a SIM card online. There will be very less searches on these keywords but if it happens and turns into a click then it is very easy to advance it towards a conversion, because the keyword and ad creative has already done their work of getting a very targeted user to the site.

Misspellings and Mistakes: These are the main keywords or indirect keywords with wrong spellings. Making mistakes is a human nature so out of thousand searchers at least hundread could be making typing mistakes. If advertiser use such mistaken keywords for showing his ads then chances of competition on such keywords will be less and he has to pay less for clicks.

There are certain other types of keywords which are not very helpful for conversion centric campaigns, which are as follows:

Non-Related Keywords: Such kind of keywords can be used when the purpose of advertisement is only "Branding" and nothing else. Suppose you are selling "baby dolls" so the non-related keyword could be "kids wear" assuming that a person who is looking for cloths for kid can also be interested in knowing about "baby dolls", but that person may not be interested as well, the probability is 50% which is not so good. Such keywords will be costly because of non-relevancy and the chances of conversions will be very less. So not to use them if your cost and conversion targets are very tight.

Competitor Keywords: Using competitor names as a keyword is not a bad idea if the purpose is just receiving few more clicks. Conversion chances are very rare because if a person is looking for a particular brand his chances of going through other brands is very less and then conversion is the least. It can be useful only if you have better offers or prices then your competitor's.

It was all about kinds of keywords to be or not to be used for the campaigns. Then comes the Sources to collect keywords for your campaign:

Product or Services Landing Page: The very traditional and easy way of collecting the keywords. As said earlier that if the keywords are researched manually it helps in understanding more about the product. But it is suggested only for main set of keywords, for other keywords take help from tools or other sources.

Keyword Suggestion Tools: There are many free keyword tools that help in getting more related keywords or the synonyms of the keywords. Give below is the list of some famous tools:
Competitor Landing Page: Apart from keyword suggestion tools the competitors landing pages are good source for keywords. Sometimes competitors use such words in their content which is related to our services also and is useful for us. So like we extract main keywords from our landing page it can be done for competitor landing page also.

Competitor Meta Tags: The competitors website, which are showing at top positions in organic listing can be a good source of keywords. As keywords are main element for SEO also, so we can take help from there. If the competitors are at top rank that means the meta tag keywords are performing for them and we also can "try" such keywords in SEM.

Google Instant Search: Google provides search suggestions according to recent and popular searches related to first word typed on the search box. You can just randomly type any of your broad term and get many keyword ideas instantly.

Search Engines: No one actually care about this source but it is very useful source for keywords some times. If you search any of your main keywords in a search engine you will get thousands of listings in natural results and some sponsored results, if you read them carefully you will find that in the descriptions or titles there are many related keywords that can be used for the campaign. As all the search engines work towards returning relevant results you will get lots of related keywords there.

Blogs, Articles, Collaterals, Newsletters etc: The related articles, newsletters and readable stuff also give good set of keywords but it is very tedious and time taking process because most of the articles use similar keywords. To avoid wasting time use keyword tools that return keywords if you feed a url in it like "Google keyword planner".

Apart from above mentioned techniques of selecting keywords for a paid search campaign there could be many other little techniques. Keywords are the only medium to interact with the prospective customers in paid search space. It just takes a little time for thinking to find the useful keywords for a campaign. If you don't have enough time then write me about it I can think for you.

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