Well-chosen words and phrases will ensure that your pay-per-click ad is found by the right people looking for products and services like yours.
1. Understand what a good keyword or phrase is doing
Keywords and phrases should be very specific and relevant to your business. Google rewards relevance. It is not enough to pay to get to the top of the list. Therefore, your keywords should be directly related to the text of your ad and your website. When someone types his keywords in Google, he has to look for a business identical to theirs. As a result, people who click on your ad will already be prone to buy from you.
2. Think like your customers.
Put yourself in the shoes of your customers. If you're looking for a product or service like yours, what words and phrases would you write on Google?
3. Tie it all
Your keywords and phrases should be closely linked to the wording of your pay-per-click ad and, in turn, exactly match the words and phrases you use on your website and landing page.
4. Be specific and specific.
Avoid using words or words that are too general. Do not be tempted to add keywords that are not related to your ad, but that generate a lot of traffic. Many people you attract will not be interested in your product or service anyway. Individual keywords are often too generic, while two- or three-word expressions tend to be more specific. For example, "organic vegetable box delivery" is a specific phrase that will appeal to anyone wishing to purchase their organic vegetables directly and have them delivered to their homes. Using these keywords separately or in other combinations may be much less effective.
5. List different variants.
Your customers may use different terms for your product or service. So, always list the variations in your keywords. These may include familiar terms, synonyms (such as store and shop), product names and serial numbers, alternate spellings, and singular and plural versions. You can even list common misspellings.
6. Use the Google Keyword Tool to get ideas.
For ideas on keywords and expanding your list, you can use the Google Keyword Tool. All you have to do is send a keyword or URL and choose relevant words and high rank among the results. Once the tool has generated some initial ideas, you can enter the best words and phrases to generate even more specific ideas.
You can also use the content option of the website to search for the most relevant keywords on your own website. If you have multiple keywords, it may make sense to create separate campaigns based on a few narrowly targeted keywords. The AdWords help tool is another resource. Displays a list of relevant user queries on Google.com, based on their URL.
