Elizabeth Marsten // Jun 11 2008
I answered a bunch of questions about PPC keywords and realized others may find these useful. I’ll post them here, on the Portent Interactive Blog, over the next several days. You can also ask your own question in the comments. Depending on how many questions I receive I’ll answer either all or the best ones in future blog posts.
Know what you are selling. Bid on your products and services and avoid buying keywords for products or services you do not carry.
Most search engines offer a free keyword tool to help you generate keywords. In some cases these will estimate search volume for new keywords.
You can generate additional keywords by
Begin by using the Google AdWords: Keyword Tool to create a keyword universe then cut away PPC keywords with no search volume or queries that will not work for your company.
Keep in mind that a shotgun approach will cost you dollars. You become less relevant in the eyes of the search engine algorithms, your web site will get penalized and you will pay a elevated cost per click prices.
Do not bid on every possible keyword. This creates a horrible user experience. If someone searching for “women’s sandals” arrives on your web site and discovers that you only sell sneakers they will leave angry likely never return.
Finally, you may wish to use a pay service to acquire alternative spellings, related keywords and predicted search volume.
Elizabeth supervises the overall search division at Portent, which includes PPC, SEO and Social Media. Check out her modest brag link bundle if you really want to know more: http://bitly.com/bundles/ebkendo/5 She has also written ebooks, is a regular on the Portent blog and speaks on PPC across the USA at various conferences. Read More