Pay-Per-Click Advertising – Getting the Keywords Right


Choosing the wrong keywords for your pay-per-click advertising marketing campaign will show little results and may cost retailers a lot of money. Keyword research is one of the most important tasks to do when retailers prepare for their pay-per-click campaigns on Google’s AdWords.

The way to be successful with pay-per-click has previously been discussed by this author: How to be Successful with Pay-Per-Click Advertising. Keywords will now be discussed in more detail.

How to find the right keyword(s)

Retailers need to understand their online customers and should try to get into their minds to find out what words they will type into the search engine box to find your brands or products. Another method to use is Google’s Adwords Keyword Tool.

Also, retailers may consider to choose negative keywords when using AdWords. They are the words you do not want your ads appearing for. Just about any ad that retailers are preparing for would benefit from negative keywords identification.

Your text ads need to be relevant to the keywords you’re bidding on in order to earn high Quality Scores, which determine where your ad appears and your cost per click (CPC), says Larry Kim of WordStream

What have keywords to do with pay-per-click advertising?

Keywords are the bait that retailers use to lure prospective customers to their websites. Customers, on the other hand, use keywords to describe what they hope to find when performing an online search. Many retailers use Google AdWords, an advertising service by Google, to display their ads on Google and its advertising network.

AdWords works on a pay-per-click basis where the retailer bids on certain keywords or phrases. The retailer starts by choosing one or more keywords, a certain advertisement, and a bid value for the keyword(s) (i.e., maximum willingness to pay for a click) while competing against other advertisers.

When a customer enters a keyword in a search box, a keyword auction begins.

How much should retailers pay for keyword(s)?

Many retailers think that if they bid the highest on a certain keyword, they will get the best results. Although these retailer’s ads will be at the top of the first result page, their budgets will quickly run dry because of the high cost –per-click.

If retailers choose to bid lower for a specific keyword, their ads may appear lower on the result pages, but they show for a longer time.

A Marketing Plan helps you to communicate the right content to the right audience.

Read also: Pay-Per-Click Advertising – The Landing Page

Published by

Douw G Steyn

Management consultant, blog writer, dreamer

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