How to ensure that you can deliver an ad closest to the searcher's intent so they are more likely to click and later convert.
With all of the advanced tips and tricks published about paid search, it's easy to forget the reason it's so effective - the keywords. Reaching searchers at the exact moment they are expressing an interest in something via their keyword search is a golden opportunity to raise your hand and say, "I have that something!"
Selecting the right keywords is a skill and art. The key is relevancy of the keywords to the searcher's query. We want to ensure that we can deliver an ad closest to the searcher's intent so they are more likely to click and later convert.
For example, if we sell human resources software, relevant keywords may be:
So how do we accomplish this and ensure we're showing up for the relevant searches? Even if we select the correct keywords, there are a few things to consider that impact the final results.
Understanding the critical technical components and psychology behind searches is not a luxury. It's a necessity to funneling media budget into keywords that will drive your business forward though paid search.
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Lisa Raehsler is the founder and principal strategist at Big Click Co., an online advertising company and Google AdWords Certified Partner, specializing in strategy and management of SEM and PPC for search engines, display, retargeting, and social media ad campaigns. Lisa has led strategy on dozens of PPC accounts and puts her experience into practice every day as a thought leader in integrating clients' search campaigns with ecommerce websites, behavioral targeting strategies, and web analytics. She has participated extensively in the local interactive community, as well as at national search engine marketing conferences. Lisa's recent speaking engagements include SES, OMS, MIMA, HeroConf, and SMX conferences, as well as numerous private and public training engagements. As a columnist for ClickZ and Search Engine Watch, she writes on the topic of paid search. Follow her on Twitter @LisaRocksSEM.
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