PPC School: Appropriate Keywords Only
When choosing keywords it can be tempting to go overboard. We get a decent number of clients whose keyword volumes far exceed their budgets and the size of their company simply because they’ve decided that more keywords = better. As a result their campaigns start to sprawl much more than is manageable.
The weird thing is that to a certain extent they’re right. If you increase the number of keywords, you do increase the likelihood of a click as you reach more people. However, the trick is to do this in the right way.
Firstly, instead of simply adding keywords with abandon, research them carefully, always have sound, provable, reasoning for adding keywords, otherwise you could find yourself spending a load of money on not particularly relevant terms.
Secondly, there’s nothing wrong with appending your keywords in order to catch slightly more long-tail versions though it can be easy to go overboard. It’s fine to change ‘Ford Ka’, to ‘buy a Ford Ka’ or even ‘buy a Ford Ka online,’ however, unless the market really is that competitive, something like, ‘buy a Ford ka from an online retailer,’ will be a bridge too far, especially as that keyword will get picked up by searchers for your previous shorter versions, if they’re broad match. It’s really just a case of keeping a campaign to a manageable level. There’s no sense in having 60,000 keywords if you can help it.
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