What criteria should be considered in order to decide which keywords should be included in a PPC campaign?
When creating a PPC campaign, it’s important to carefully consider which keywords should be used in order to yield the best results. The chosen keywords should have certain characteristics that make them effective in a PPC campaign.
First, consider the relevancy of the chosen keywords. It’s important to choose keywords that are directly related to the product, service, or website you are advertising. Relevant keywords will attract the right type of customers to your site, improving your chances of making sales. Additionally, consider if the keywords will have enough search volume to justify using them in a PPC campaign. The more popular the keyword is, the more competition there may be, making it more difficult to have a successful PPC campaign.
Then, consider the competition of the chosen keywords. If there are many other advertisers running campaigns for the same keywords, it may be more difficult for your own campaign to succeed. To find out how much competition there is, research the websites of other companies who are using the same keywords. Checking the quality score and amount of money they are spending on the keywords can be useful in gauging the competition.
Finally, consider the intent of the chosen keywords. Some keywords may be used by shoppers who are ready to buy, while other keywords may be used by shoppers who are just researching products. When selecting keywords for a PPC campaign, it’s important to consider the desired customer. If you are looking for shoppers who are ready to buy, focus on keywords that imply an intent to purchase. If you are looking for shoppers who are still researching products, focus on keywords that imply an intent to research.
By taking the time to consider these criteria when selecting your keywords, you can make sure that you are focusing on keywords that will be successful in a PPC campaign, helping you to get the results you desire.