Learning Proper Management of Your Keywords

You may think that once you have a PPC advertising campaign put together there is nothing left to do but collect the money. This, unfortunately, is not the case. Even after establishing your campaign there is a lot of work to do. Maintaining a successful campaign will require a lot of management of various areas. One such area is your keywords.

There are 2 sorts of keywords that you will be using; general broad based keywords and niche keywords.

The general keywords will be the ones which attract a lot of traffic but will generally lead to few sales as they may not actually be interested in your product. These keywords will be a much vaguer version of your desired field.

People using the niche keywords are more interested in your specific field. However, the niche keywords generally attract much less traffic. This decrease in traffic is usually offset by an increase in sales conversion.

Now that you understand the basic types of keywords you will know how to manage this important area of your PPC advertising campaign. One of the main reasons a campaign is not doing well is often due to keywords. Bear in mind if a keyword is not performing well and just getting clicks with no sales or leads you are throwing a lot of money down the drain.

Make sure to keep a close watch on your keywords. By using software provided by the PPC engine, such as Google Adwords, you can track how much traffic each of you keywords is bringing to your site.

Next you will examine the conversion rate of the keyword, how many clicks convert to sales. As mentioned above, general keywords will have a lower ratio, with high traffic and niche keywords a higher ratio, but with less traffic, you need to assess the worth of each keyword. Remember every click costs you money.

This sales conversion will be used to measure whether your bidding is appropriate. If you are spending more on clicks than you are making per sale you will want to consider making changes. Otherwise you are losing money, and that is the opposite effect you want your PPC campaign to have.

Keyword trends change. Searchers may look for one set of keywords at one point in time than change to another set later. This factor must be considered and you will need to monitor your keywords and check if they are pulling as well as they used to.

If a keyword is failing to make you money, something needs to be changed. You will need to look at your bid, sales conversions, and traffic generated. As trends change these keywords will continue to need adjusted to keep them successful, or perhaps replace with more successful keywords. This will ensure a suitable ROI.

Tagged with: Advertising • adwords • Business • campaign management • consulting • google • management • Marketing • online business • pay per click • ppc • promotion

Filed under: Marketing

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