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Keyword Selection
Finding the right combinations of keywords is a process of continual testing and assessment, but most importantly, its quality of the keywords, not quantity.
Spelling
If your brand name or any associated terms are commonly misspelt, it becomes worthwhile selecting these misspelled words as possibilities. For example, Australian English vs. American English – organization vs. organisation, specialization vs. specialisation, or colour vs. color.
Negative Keywords
By selecting negative keywords, you are telling Google search to avoid your website when certain ‘negative keywords’ are searched. For example, if you sell products or services over the Internet, you wouldn’t want your site appearing in search results for the term ‘site fraud’ or ‘Internet hackers’. Therefore fraud and hackers would be added as negative keywords.
Budget Restraints
For companies with limited budgets it ’s advised to focus on more specific keywords. Invariably, the more popular the keyword, the higher the spend, however, savvy search marketers will understand that if millions are searching for your keywords in Europe and you cannot sell to them, there is no point targeting them. It’s best to concentrate your keyword campaigns around geographical targeted identifiers rather than trying to be too generic. WordUp are able to target customers based on km radius searchers.
Bidding War
History illustrates that advertisers tend to get caught up in a bidding war, which drives up the price for the top two listings. However, the number three listing can be just as effective. |
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