Paid Search Marketing: Keywords

by: Jim Gray
In any paid search marketing campaign the most important factor is the correct choice of keywords. Getting these wrong can impact heavily on your campaign and the cost of failure can be significant in terms of both cash and lost opportunity. Often the keywords that people think are appropriate quite often are not. Although you might be extremely aware of the details of your products and services, you might not be aware of the terms used by people who are searching for you. Quite often there is a huge mismatch between the terms the business owner considers to be appropriate and those actually used during searches.

When first confronted with this problem the tendency is to throw ones arms up in despair, but fortunately there are a number of internet marketing tools that can assist you. One of the major providers of paid search marketing services is Google. This organisation has a number of excellent keyword tools that it makes available to both members and non-members alike. For instance, this tool allows you to input a description of the product or service you wish to promote, and it will generate a set of appropriate keywords ranked by relevance. It will also list what it calls the local search volume for the last month, which is the number of search queries matching the keyword result for the specific country and language, along with a global figure which includes all countries and languages. Alternatively, you are able to enter the URL of your business website and it will provide a list that is relevant to that. A particularly useful benefit of this tool is that it provides a detailed website competitor analysis.

There are a number of alternative proprietary keyword tools that provide additional data or present it in an alternative format. Some of these are available as free web based applications, and some as stand alone software that you need to purchase and download. Some of these will even allow you to explore the keywords used by your competitors, which can be extremely useful in developing a paid search marketing campaign.


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