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Google's 3 Step approach
As Google PPC advertising evolves at an extraordinary rate, many ‘experts’ will lay claim to different strategies and approaches that will generate the ‘most effective’ results for company’s PPC campaigns. There is no doubt that some strategies will be more successful than others but we believe that all campaigns, in order to be successful, must adhere to one key approach.
Put yourself in your customer’s shoes: By basing PPC campaigns around Google’s 3-step approach, one is taking in a fundamental principle of understanding basic human behaviors in relation to online search. Its crucial when establishing PPC campaigns to focus on what the target market is searching for and by understanding these 3 steps, you are giving your website every chance of being associated with the right keywords.
Google recommends a 3-step approach – focusing on
- Generic Keywords
- Brand Keywords
- Brand Attribute Keywords
Using Health Insurance Companies as an example, the process would be as follows:
- Generic Keywords – Health Insurance, Insurance Premium or Health Cover.
- Brand Keywords – Example HBA, would be ‘HBA singles cover’ or ‘HBA premium’.
- Brand Attribute Keywords – ‘low cost insurance’, ‘low premium insurance’, ‘fast and easy insurance cover’ or ‘compare insurance prices’.
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