4 Essential Keyword Strategy Tips for Information Marketers
PPC advertisement is not a bad investment despite what a small but vocal minority of people would like you to think. When done correctly – and we stress the word “correctly” – PPC can bring you excellent results. With that in mind, we’re sharing four important keyword strategy tips every information marketer will find useful. Our suggestions aim to help you create an effective ad campaign so that you can target the specific leads of your choice and avoid wasting money.
Research Buying Keywords
You may be wondering what are buying keywords. These are the keywords someone looks for when they’re about to buy a product or service. For instance, after reading a product sales page, a person heads over to Google and does a simple search to make sure what they want to buy is right for them. Then, if your website ranks high for “iPhone X review,” the person searching for it is likely to go to your site and buy it, thus netting you a sale.
Best of all, these are longtail keywords that can be very specific, so the chances are that there’s not a lot of competition for many of them. You can target these keywords to particular products or models, or make sure you rank for review searches like the one we already mentioned. Another option is to match them to people that have specific problems that you can help them solve.
Match Product and Vendor Names
This combination usually ends up forming buying keywords. When promoting another companies product, combine the names of the vendor and product into a keyword since it’s a very effective strategy for getting conversions. Here are some examples:
- “John Doe’s ultimate affiliate course”
- “John Doe’s ultimate affiliate course review”
- “John Doe ultimate affiliate course scam”
You should cover the terms that most people will look for when researching a product, vendor, or type of product. Whether they come to you looking for more product features or a review, you’re going to have a cookie in their web browser.
Make Custom Landing Pages According to Each Ad Group
This step is essential for two different reasons. For starters, it improves conversion rates. Being able to address your visitors more directly will bring better responses to your sales pitches.
Secondly, this approach boosts your quality score from Google since there will be a match between the ad terms and the content. This quality score goes up even further as your bounce rate decreases and conversions increase, and it also helps lower CPCs.
Think Globally, Act Locally
Localizing your content is nothing new, but many information marketers could do much more than they think. For example, you can make custom messages for a universal product like an eBook, and this lowers your CPC rate in AdWords. This means you can also better match content to your landing pages and increase conversion rates while also improving the quality score.
Don’t shy away from using PPC advertising as an information marketer, but realize that you’ll need to fine-tune your approach. This process may take quite some time, but you can get a tenfold return on your investment in just the first week or two of a campaign.