Keywords for PPC (Pay Per Click) Crash Course
Introduction to keyword – what exactly is keyword
When people search for something online, they type something in to the search box to define what they are looking for; this is called the search term. So if I am looking for a car part for my car I will type in car parts or Honda car engine in the hope that I will find the car parts I am looking for to repair my car.
When you have a paid search campaign you select keywords. These are words/phrases that you hope someone might type in to find your product or services. So if I am selling car parts I would want to add a variety of keywords for each product I sell because not everyone out there will be using the same search term.
The difference between search term and a keyword
Search term are what people type into the search engine and keywords are words and phrases that you choose that you hope will match what people will type in.
In PPC, you bid on each keywords and decide what you are willing to pay for each keyword and other businesses who are your competitors will do the same.
When someone types in one of your keywords as their search term, an auction happens instantly (in Google, Bing, Yahoo or whatever). Whoever wins the auction will have their ad come up in the first position and the second place winners add will show up below that and so on. Several factors are considered in deciding who wins the auction and one of them is the bid price.
2 Types of Keywords
There are 2 types of keywords and they are head-of tail keywords and long tail keywords. Head of tails keywords are short and includes one or two keywords like car or engine or car parts and long tails keywords are long and contain several keywords like find Honda civic car parts, white ford car bumper and so on. Head-of-tails keywords tend to drive more traffic because more people are likely to use them as their search terms but because they are more popular and paid search works like an auction, head-of-tail keywords tends to have more expensive bid prices and because the keywords are less specific they are less likely to drive conversions. Long tail keywords in the other hand are more specific and tend to drive less traffic but they are still valuable as the bid price on obscured keywords is low and the conversion rate will be high as people will be more specific on their search.
So if you look at the overall picture you should know that each single long tail keywords tends to drive less traffic than a head-off-tail keyword but overall long-tail keyword will drive the bulk of the buyers to your site. A comprehensive campaign should contain both types of keywords and lots of them because if you are missing a relevant keyword in your PPC campaign then there will be people out there who are searching for your products or services may not find you at all.
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