Keywords Are Critical
Pay-per-Click (PPC) advertising allows anyone with a good or service to create a digital ad. Each time that ad is served up and someone clicks on it, you pay a small fee. PPC advertising appears in search engines like Google or Bing. In order to advertise in this channel, you’ve got to have the right set of keywords. Keywords are critical. I can’t stress this enough—they’re CRITICAL.
Most entrepreneurs will use their gut instincts and choose keywords that they think are relevant. And while entrepreneurial instincts are terrific, it does help to have bit of data to support your decisions. There are a bunch of tools available to local businesses, but I like Google’s Keyword Planner. If you don’t put in the time researching the best keywords, then you could spend your budget on keywords that don’t yield results, get dismal conversions, or worse—no one clicks on it.
My suggestion is to find long tail keywords that have decent search volume, are relevant to your good or service, and are localized. So for our Santa Cruz construction company example I'd suggest 'Santa Cruz contractors ADU' or 'ADU construction Santa Cruz'. If you can match these keywords up with your customer journey content development, then you’ve got a winning keyword formula for PPC.
Tinker, Tinker, Tinker
The businesses that master PPC are folks who are constantly optimizing. Ongoing management and maintenance of your PPC campaigns and keywords will always lead to improved results. You need to keep testing, analyzing results, and optimizing so that you outperform your competition.
My top tips:
Keywords: Invest in the ones that are working for you and drop those that are underperforming.
Test Ad Copy : Perform A/B testing on different word combinations to figure out which ones are the most effective.