Good keyword research is the base for any good SEO or PPC campaign, so here are a few research tools you might find useful.
The value of different audience groups and search queries can be drawn on a sliding scale from the absolutely, guaranteed, desperate to make a purchase user to the zombified passive browser who coincidentally stumbles across your site. Naturally, most new PPC campaigns will focus on targeting the former, and if not will soon be stripped back to these core terms. We’re playing it safe, picking the low hanging fruit and spending the budget in the areas we’re confident will drive the most sales.
The PPC keywords you’re bidding on (exact match excluded) are pretty much meaningless. They’re not the search queries you’re targeting; they’re only the tools you use to find the search queries. Carefully selecting and testing keywords allows you to appear for and find data on these new search queries, like pouring water over a dirty surface and making the search queries visible underneath.
I’ve decided to write a few posts that cover some principal theories and methodologies applicable to PPC.
I appreciate that there are many PPC experts who can fill pages upon pages of theories on keyword principles and structure. But let’s be honest, sometimes you just want a quick read and a fresh perspective on matters. So without further waffle, i will present you with my perspective on PPC keywords.
This session looks at innovative approaches to keyword research that help you find those really significant keywords your customers are searching for, uncover your competitors’ keywords, mine the long tail for those elusive but truly valuable obscure search terms, and expand your “virtual shelf space” in surprising and non-obvious ways.
Moderator: Kristjan Mar Hauksson (KH), Director [...]
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