- April 22, 2014
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Focus Your Search Marketing With Keywords
A successful pay-per-click search campaign depends on targeting the right keywords. Here are three of the easiest ways to optimize your keywords and improve your search marketing results, as recommended by Channel Advisor.
1. Who’s Searching?
Try to think like your customers. If you were the customer, where would you start your product search? If you were a layperson, not an expert in your industry, think about which search terms you’d enter. But don’t just guess. Research the data you have on your customers to get a better idea of the keywords they would use.
Customer data can be collected from different sources. Look at your best-selling products to see who’s buying, then check the keywords that customers have been using to find you. Also pay attention to search strategies the competition may be using.
2. Get Specific
Keywords fall into two groups: heads and tails. “Head” terms are the more common words that everyone tends to use first. Because they’re more popular, they’re also more expensive because they attract the most bids. “Tail” terms (representing the long tail on the statistical bell curve) refer to more specific keywords. Focus on selecting more tail words that match your particular niche or products or season. The more specific you can get, the less competition there is, making the keyword less expensive.
A phrase with multiple words is still considered as a single keyword, so there won’t be as many people searching for that longer, specific combination. That means you won’t see as much traffic, but what you do get will be from more qualified customers who are ready to buy.
3. Your Brand Is A Keyword
Speaking of specific… don’t forget your company name! Your brand, along with the names of specific products you carry, should also be included among your search keywords. Many times customers will search for a certain brand of product. Factor in both product and brand information to your search strategy.
