PPC Keywords

To find the best keywords for your Pay Per Click search engine marketing campaign you have to evaluate several factors: relevancy to your products/services, conversion rates, return on investment and traffic metrics.

Traffic metrics can help you make a decision on which keywords to select, but should not be the primary basis for your decision. For example, in one month, the keyword “widgets” gets 50,000 searches, “blue widgets” gets 25,000 searches, and “blue metal widgets” only gets 5,000 searches. The best choice would be “widgets”, right?

Not necessarily. Just because “widgets” was searched more—and your company sells widgets—does not mean this is the best place to spend your advertising dollars. Driving traffic is important, but converting that traffic to sales is the key to a successful Pay Per Click campaign.

Let’s continue the example and suppose you experience the following click-through and sales conversion rates:

Although the keywords “Blue Metal Widgets” received significantly less traffic, they have demonstrated a higher ROI because they target a consumer that is further along in the buying process. However, the revenue numbers were higher for the less targeted keywords since the traffic levels were much higher. From this example, you can see that it is important to evaluate not only how much traffic you have clicking through, but the revenue and ROI generated by that traffic.

Get Keyword Smart with Idearc Media Corp.’s Idearc Search Marketing

Although there is no simple equation to determine which keywords will perform the best for your business, at Idearc MediaSMS we have the tools to help maximize your online marketing potential. We use proprietary technology to analyze your market, how your target customers search and what your successful competitors are doing. With this information in hand we are able to develop a clear picture of your current visibility in the market and how to achieve better traffic and ROI for your business.

Let us help you grow your keyword list in an effort to drive more revenue from search marketing.

Questions? Call us at 978-298-1525, or e-mail SalesSMS@idearc.com.