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Well-chosen keywords and phrases will ensure that your pay-per-click ad is found by the right people looking for products and services just like yours 1. Understand what makes a good keyword or phrase Keywords and phrases should be highly specific and relevant to your business. Google rewards relevance. It’s not just about paying to get to the top of the list. So your keywords should tie in directly with your ad copy and your website. When someone types your keywords into Google, they should be looking for a business exactly like yours. As a result, those people that click on your ad will already be predisposed towards buying from you. 2. Think like your customers Put yourself in your customers’ shoes. If they are searching for a product or service like yours, which words and phrases would they type into Google? 3. Tie it all together Your keywords and phrases should be closely linked to the wording in your pay-per-click advert and that in turn should match exactly the words and phrases you use on your website and on your landing page. 4. Be specific and targeted Avoid using terms or words that are too general. Don’t be tempted to add keywords that are not related to your ad but that generate lots of traffic — many of the people you attract won’t be interested in your product or service anyway. Single keywords are often too generic whereas two or three-word phrases are usually more targeted. For instance, ‘organic vegetable box delivery’ is a specific phrase that will attract anyone that wants to buy their organic veg direct and have it delivered to their door. Using these keywords separately or in other combinations may be far less successful. 5. List different variations Your customers may use different terms for your product or service. So always list variations in your keywords. These might include colloquial terms, synonyms (such as shop and store), product names and serial numbers, alternative spellings as well as singular and plural versions. You can even list common misspellings. 6. Use Google’s keyword tool to get ideas To get ideas for keywords and expand your list, you can use Google Keywords Tool. All you have to do is submit a keyword or URL and choose relevant and high-ranking words from the results. Once the tool has generated some initial ideas, you can then enter the best words and phrases to generate even more specific ideas. You can also use the Website Content option to find the most relevant keywords from your own website. If you have a lot of keywords, it can be a good idea to create separate campaigns based on a few tightly-focused keywords. Another resource is the AdWords Help Tool. It shows a list of relevant user queries that have occurred on Google.com, based on your URL.
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