Cost-effective keywords are something that all business owners wish to have at their disposal and, with careful management, it can be done. Why go to so much effort, you might ask? Search engine ads are extremely efficient in capturing the attention of prospective buyers at the time they need it.
While cheap may be harder to source, cost-effective keywords are out there for marketers to access. As with anything that costs money, you get what you pay for. Your click-through rate (CTR) is still as important as ever when it comes to planning your Pay-Per-Click (PPC) budget and confirming the success of your campaign.
There is no need to spend money on poor keywords.
Because every click is measurable, there is no excuse for wasting dollars on poor keywords that fail to bring in the results. A low-cost keyword that brings a no-click return is not a cost-effective one by any stretch of the imagination. It is all about the conversion rate. A high-paying keyword may bring in very few results, while a lower-paying keyword may offer more value on your percentage of conversions. Use available tools like Google’s Keyword Planner to come up with a variety of keywords to use in your ads.
Spend time on the analytics behind the keywords.
Taking the time to go through the search query reports is worth it in the long run. While it can be a time-consuming exercise, the knowledge you gain is invaluable, helping you understand the most cost-effective keywords for your needs. You can see at a glance what is working, what is not, and where you are spending the most money.
Target your ads to your particular market.
Knowing your market is essential to ascertaining those all-important keywords. While using broad match keywords might be wasting more than a few dollars, consider targeting your visitors more accurately by switching it out for broad match modified keywords. This will give you more control over the keywords you select. Use what you know about your buyers and your products, and tweak to maximum effect.
Fix the cash leaks.
You may find that there are certain avenues where your money is going out, with no click return. Options like Display Network Ads might not be bringing the results you had anticipated. Making simple changes can make an enormous difference to your overall expenditures. You may find that you are spending most of your dollars in one particular area – one that is failing to bring any promising return.
Keep up with the trends.
If you have had the same keywords for what seems like forever, then it is time to make a change. Facilities like Google Trends, Google Search Console, and competitor-focused keywords may work in your favor. You may wish to mix up certain keywords during the holiday period or mid-season sales to keep things fresh and fun. Watch forums, LinkedIn, blog posts, and your personal social media page to see what words arise often.
Maintain your quality scores.
Consider the quality score of your words to keep the costs at bay. A high-quality-scoring keyword with a score of 8-10 is less expensive than a low-scoring keyword with a score of 1-5. Consider it Google’s way of ensuring that advertisers maintain a quality search experience for visitors. So, what can you do to help? Make sure the advertisement and the landing page are relevant to the search. Don’t forget to include the keyword. As the score is based on historical performance, it might take a while for you to score high, so monitor it carefully before deciding whether or not you need it.
Focus on longer keyword searches.
Putting the focus on long-tail keywords, rather than head terms or head keywords, is easier for startups and small businesses. While it is difficult to rank for the competitive head terms, long-tail keywords are longer, cheaper, and, if managed well, drive higher click-through rates and conversions. You can utilize tools like Google search suggestions, Google Insights, Google Trends, etc. The more keyword tools you use, the more keywords you have to experiment with. Over the last couple of years there has been a shift in focus. Head keywords are not as important as customer intent when it comes to understanding their searches.
Your overall aim is to target different visitors using a variety of keywords to gain quality click-throughs on relevant landing pages of your website. Cost-effective keywords, like all successful campaigns, may require a little bit of focus and a big learning curve, but it is an important skill for business managers to develop. If you find yourself collecting data with no idea how to analyze it, you may want to seek the expert advice of professionals.