Are Your Keywords Deceiving You?
ALERT: your PPC keywords might be deceiving you! Scan the following scenario and decide whether it accurately applies to you: a while back, to generate more traffic and business to your website, you decided to undertake a pay per click (PPC) campaign. You thought carefully about your keywords -- you consulted your own industry knowledge, you did some research -- and you settled on what seem to be solid and popular terms, terms that you hear thrown around all the time in your line of work, terms that logically indicate your services but also smack of industry buzz.
Time goes by and, happily, your impressions seem to be going up, up, up. But for some strange reason, these impressions aren't translating into conversions.
What, exactly, is going on?
In most cases, the answer is simple: you chose popular keywords all right. The problem was that they weren't popular for your industry.
Take the following real-life example. An IT computer maintenance and services company recently chose the keyword "exchange" for its PPC campaign. "Exchange", of course, is a common truncation in the IT industry of "Microsoft Exchange Server", which the company deals with all the time. Though the company's impressions were skyrocketing in the wake of its new campaign, it wasn't seeing much improvement in terms of conversions. Why? You may have already guessed the reason: the company may have wanted "exchange" to refer to some esoteric Microsoft product, but all of the new traffic it was receiving was created by people more interested in "currency exchange", a term that is also commonly abbreviated as simply "exchange". Even though the company carefully labeled itself in its ads as dealing with IT and computer support, a good chunk of its advertising budget was lost on people who less interested in computer help and more interested in how many Danish krones to the dollar.
So, if your impressions are surprisingly high but your conversions are disappointingly low, it might be time to replace your old PPC keywords with ones that are more industry specific. Try this simple test: go to a search engine, type in the keywords you're interested in, and see what companies/industries pop up. You might just discover that your keywords have additional meanings you were not taking into account.
More Great SEO Tips
SalemGlobal is the best in the industry when it comes to SEO, Website Marketing, Internet Consulting and many other services. SalemGlobal will increase your sales and profits through its industry expertise in addition to giving you a great looking website that works! If you would like more information on these services contact us today.
In addition, make sure to check out more great tools:
Internet Marketing News
Free SEO News, Tips, Information
Great Networking Events
Lastly, Raphi Salem speaks on Rocket Science of Search Engine Optimization, click here for the PDF file.