The best way to get the most out of your pay-per-click advertising, besides smart bidding on PPC keywords, is choosing the right keywords for PPC. You probably already know that your keywords should match the search terms your potential clients and customers would use to find your products or services online.
But the keywords you think your customers use and the keywords your customers actually use may be two very different things. You can use the Google Keyword Planner to find new keyword and ad group ideas, get performance estimates to find the bid and budget that are right for you, and then add them to your campaigns.
For example, if you are looking for an Italian restaurant, you might use terms like: Italian, Italian restaurant, Best Italian restaurant in New Jersey, Italian restaurant reviews, etc. By choosing a keyword like “Italian” you may get results from people looking for a salad dressing recipe to a Fellini movie, so consider carefully what keywords will deliver sales and leads for your business, not just traffic.
PPC newbies often make their keywords too short or too broad. This can result in lost opportunities or an expensive lesson in keyword selection. A PPC advertising company can help analyze competitor keywords and develop a campaign that will save you time and money. Sometimes advertisers will go for more cost effective phrases that are called “longtail” keywords. If you focus on “long tail keywords”, you can reduce your cost per click and have the potential to rank higher for common search phrases. Generally, a mix of both will be the most cost effective and successful option for a small or midsize business.