PPC Insights: Learn the Basics and Importance of Keyword Optimization

One of the key pieces in an effective online marketing campaign is having the right keywords. The trouble is that it can be difficult to do so when you’re starting out. It can be easy to make mistakes when your campaign is at its early stages. This can affect various parts of your marketing since keywords are used for optimizing your websites and advertisements. Fortunately, there are ways to improve your keyword knowledge.

The Basics

The first thing you should do is learn more about keywords. PPC news sites like Marketing Digest have articles that can help explain the basics to you. An article on the WordStream (@WordStream) blog provides the basic facts on how keywords are used and optimized. The article states several terms you have to remember when dealing with keywords.

First, there’s match-type. This describes how your keywords are matched to searches. Broad match is the most general as it allows for misspellings and synonyms. Modified broad is more specific, but still allows variation. The next match type is phrase match that allows keyword phrases in different positions. The final match type is the most accurate; exact matches require the keyword to have no variations. Knowing which match-type to use for your ads is important in reaching your audience. The other term to keep in mind is your keyword’s quality score. Keywords are rated from one to ten on how effective they are. A good rule of thumb when using keywords is to use those that have a rating of five and above.

Optimize Your Keywords

It doesn’t stop when you’re done with your initial keywords. You’ll need to develop them further so that they can perform better. Another article on the WordStream blog provides further PPC insights about optimizing keywords. The article gives several pieces of advice on how to ensure you’re getting the most out of your keywords. For one, you’ll need to stop using low-performing keywords and replace them. Using online tools to find more keywords to use is another step. Finally, you should increase bids on keywords that hold potential for your business.

Enhance Your Campaign’s Performance

If you want your marketing campaign to really take off, you’ll need to start with the basics and go on learning from there. Become knowledgeable in keyword usage by frequently reading informative articles posted on online marketing news sites.

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Megan Pearson

Community Manager at Marketing Digest

Megan Pearson is a hard-core online marketing consultant and evangelist. She is also passionate about design and fashion. Being part of Marketing Digest allows her to keep track of developments and innovation in the industry.