Make sure that your Pay-Per-Click (PPC) ad shows up as a top result in front of your most qualified prospects with these underlying keyword strategies that help increase your ad’s Click-Through Rate (CTR) and conversion rate, and therefore, increase your Return-On-Investment (ROI).
1. Long-Tail Keywords – The more niche-specific long-tail keywords you rank for, the more focused and targeted the generated traffic will be. This helps to ensure that the only people clicking on your ads are those with genuine interest.
Furthermore, displaying your ad in front of highly targeted traffic increases the chance that it will be clicked on. This increase in your ad’s CTR will help improve your Quality Score; a metric that Google uses to rank the relevancy of your ad campaigns that can lead to lower campaign costs and better ad positioning.
2. Negative Keywords – These are keywords that are irrelevant to your offer and for which you do not want your ad to appear in the search results. Identify and define these keywords within your PPC ad groups so that you do not end up paying for irrelevant clicks.
3. Google AdWords Keyword Matching Options – Google AdWords offers five different matching options to help you further define the keywords that your ad will rank for. Briefly, these five matching options are:
a. Exact Match – Rank for those searches that are an exact match to your designated keywords.
b. Broad Match – Rank for exact matches, close variations, related searches, and all synonyms of your designated keywords.
c. Modified Broad Match – Rank only for exact matches and close variations of your designated keywords.
d. Phrase Match – Rank for this exact phrase and close variations of it.
e. Negative Match – Rank for those searches that include exact match, close variations, and related searches for your designated keywords but not if these negative keywords are also included.
4. Keyword Placement – Where your keywords appear within the ad itself, as well as the ad’s landing page, are important strategies in and of themselves. Perhaps most importantly is the use of your ad’s keywords on your ad’s landing page, considering that the relevancy of your landing page is another contributing factor to your Quality Score.
Identify niche-specific long-tail keywords that are most relevant to your products and services so that the people who are exposed to your ads are those most likely to convert. Don’t skimp on your keyword research; make sure it is thorough and well executed to guarantee the greatest ROI.