| When most website owners think about keyword | | | | conversions for long-tail keyphrases, but if you don't -- |
| research, they're thinking about finding the best | | | | you'll want to narrow your keyword list down to |
| keywords to use on their websites and in their search | | | | longer-tail phrases, which target a buyer's mindset. |
| marketing campaigns. The benefits here are obvious | | | | So, before-the-fact keyword research can help you |
| for most somewhat-SEO-savvy website owners -- | | | | narrow your keyword list so that you don't waste |
| finding easier-to-rank-for keywords, and it can help | | | | money on likely-to-be highly-untargeted visits. |
| shape the type of visitors who find their website. While | | | | During-the-campaign keyword research |
| keyword research plays a vital role in determining the | | | | While initial keyword research is very important to the |
| best keywords and phrases to use on a website, and | | | | effectiveness of your PPC marketing campaign, this |
| with its link-building strategies, keyword research plays | | | | importance is dwarfed by the weight that midstream |
| an increasingly important role with PPC, or | | | | keyword research carries. |
| pay-per-click, marketing. | | | | By tracking, and analyzing, how your visitors respond |
| Before-the-fact keyword research | | | | to your website, you can gauge which keywords bring |
| Before you can start running a PPC campaign, you | | | | in buyers, which keywords bring in likely buyers, and |
| need to compile a list of keywords that will be used | | | | which keywords are just a waste of your money. |
| during your campaign. Fortunately, most website | | | | Once you've identified which keywords are working |
| owners understand that keyword research here is | | | | and those that are not -- you can tweak your |
| important, and even for those who don't, many PPC | | | | pay-per-click campaign to remove the keywords that |
| ad services integrate keyword research tools right into | | | | do not convert, potentially setup additional landing |
| their ad-placement interfaces. So, even those who | | | | pages to further test keywords that show potential, |
| might be a bit ignorant in this area have the opportunity | | | | and expand your keyword list in areas where your |
| to catch on before spending their ad budget on limited | | | | clicks are turning into customers. |
| knowledge, hope, and a bit of luck. | | | | So, while you are running your PPC campaign, |
| The reason that before-the-fact keyword research is | | | | keyword research can help you to remove keywords |
| so important is about one thing -- eliminating wasteful | | | | that are wasteful spending, it can help you to identify |
| spending. As an example, let's say that you run a | | | | keywords that may result in buyers, and it can show |
| flower-delivery service, and you're thinking about | | | | you which keywords are consistently turning clicks into |
| targeting the keyphrase 'flower delivery'. While you | | | | paying customers. |
| could do this, and you would likely send hundreds of | | | | Keyword research isn't just important for your |
| visitors to your website daily, it would also cost you | | | | website's on-and-off-page optimization strategies -- it |
| $1,000-$2,500 per day if you could grab one of the top | | | | plays a very important role when you are running |
| positions for the phrase. The thing is, the term 'flower | | | | pay-per-click marketing campaigns. PPC can be |
| delivery' is quite broad -- you will be paying for visits | | | | expensive, but the biggest expense of all is wasting |
| that have no chance in converting into sales. If you | | | | your advertising budget on keywords that simply do |
| have the ad budget, it might be worth it to test | | | | not convert into buyers. |