You want to make your advertising more relevant, and increase sales for your company. Turning to online advertising is the logical step to take. Starting out simply with a Search campaign makes sense. The first thing you want to do is to sign up for a free Google AdWords account (skip the guided registration). Once that’s done, you’ll be ready to start surfing the keyword sea to decide how to pursue your business goals.
What you’ll want to do is go to your Keyword Planner tool under the Tools tab in AdWords. Open it up and start thinking up some keywords. They can be long-tail, where they consist of multiple words, or short-tail, a single keyword. The length of the keyword used can indicate how far along the purchasing journey a consumer is; long-tail keywords are sure indication that the consumer is coming close to making the purchase. If you are trying to get your brand or offerings in front of consumer early on in the search process to gain awareness for them as a potential option, then focusing on competing for short-tail keywords would be the way to go. If you want to show yourself as a viable option late in the game, or at the moment when they are making their purchase decision, you should focus on bidding on long-tail keywords that tell you the decision is close at hand.
No matter what type of keywords you want to use (long or short-tail) you need to make sure that they are relevant. Once you choose a good starting keyword, search it! A list of results will come up showing the value of each keyword in a search, related keywords, the amount of people searching using those keywords, and the competitiveness of the bids for those keywords. You can even create multiple lists of keywords and multiply them together to figure out what the best keywords to use might be. It’s an excellent way to gather data about what is ranking well and is popular.
Use this information to determine what keywords to focus on. Take a look at what the most competitive keywords are, what the cost of bidding on those keywords will be, and use this knowledge to decide whether you will compete for those searches and how much you will be willing to bid on them. Remember to take the amount of profit you expect to get from a sale into account when deciding how much to bid. A website selling cars may be able to afford a $10 bid for a highly competitive, long-tail keyword that indicates they will make a sale because of the relatively high price cars sell for. Keeping bids low on sales of bottled water, on the other hand, would be wise if they retail for just $5 a pack. You don’t want to over-price bids and lose the profit you would make on a sale.