The Importance Of Keywords In Pay-Per-Click
Writing by Nick Stamoulis on Thursday, 30 of August , 2007 at 8:37 am
If you plan on using pay-per-click advertising to drive traffic to your website then you need to understand that each ad you write must be optimized for specific keywords. Not concepts. Keywords.
Google evaluates every ad and gives it a quality score. That quality score helps determine the rank that ad falls into when displayed on SERPs and in the content network. The quality score is determined, in part, by how well you have optimized your ad according to certain keywords. Perhaps the most important thing to understand is the keyword mix you have on your target page - the page you are driving traffic to.
PPC Ad Positioning Based On Keywords
It isn’t so much that the keywords that are on that page will be penalized if they don’t appear in the ad. Your ad might still run, but it won’t be displayed as high up on the page. You might have to increase your bid amount for those keywords if you want them to appear on the page. You might be better off discontinuing the ad from appearing on pages optimized for those keywords altogether.
For example, let’s say you sell fruit: apples, oranges, bananas, pears, kumquats. OK, we’ll throw in the figs for a nickel. Well, you can’t ship fruit through the U.S. mail, but it’s just an example, right? So you optimize your ad around the keyword fruit. You don’t have enough space in your ad to list every kind of fruit you offer so you leave those out. You could write a separate ad for each type of fruit. But let’s suppose your first ad uses the keyword “fruit.” Your ad will still run when a searcher queries “apple,” but your ad won’t appear as high on the page - unless you increase your bid for that keyword.
In highly competitive markets your ad may not run at all unless you bid a certain minimum. I saw this the other day. Ads for a certain keyword were inactivated until the advertiser agreed to pay $1.00 for those keywords, a full 70 cents above what he was willing to pay. And they were excellent keywords for his ad. Just keep this one thing in mind: Keywords are extremely important in pay-per-click advertising.
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Category: PPC
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