How to Use Keywords in Pay-Per-Click Campaign

Pay-per-click advertising is extremely popular. Businesses place a bid on keywords; the higher the bid, the closer to the top of the results screen the ad will appear in a search engine.

Determining keywords to use in your PPC campaign is much like determining the keywords and key phrases for your Web site. Keyword research is critical.

Difficulty: Moderately Challenging

Instructions

Things You'll Need:

• Web browser
• Internet connection
• Access to Wordtracker or Overture for keyword research
• Product or site to promote

1. Analyze your content and customers to determine the best keywords for your campaign.

2. Use Wordtracker, Yahoo! Search Marketing or a similar service to determine and choose keywords that are popular and effective.

3. Design a PPC ad that uses the keyword in both the title and the body of the advertisement.

4. Verify that your ad links the visitor to a relevant, keyword-rich landing site which describes your product.

5. Determine the highest price you are willing to pay for each click based on the keywords, and then place your ad.

Tips & Warnings

• PPC campaigns are able to be implemented quickly without the need for major changes to your Web site.
• The more targeted your ad, the more likely visitors to the site are to buy your product or service.
• Don’t pay for keywords that will not bring visitors to your site.
• Don’t spend more per click than you are making.
• Other firms may raise their bids to retain their ranking, which will increase the cost of your campaign.
• Some searchers will not click on paid advertising.