PPC : How to build a keyword list

Arguably, the most important step in creating an effective pay per click (PPC) ad campaign is building a comprehensive keyword list. The keyword list is a set of words and phrases that Web users might input into a search engine when looking for a product. An effective PPC ad should contain keywords/phrases that match the search terms being used, so that the ad is displayed on the search engine results page (SERP).

While search engine optimization (SEO) and PPC ad campaigns both utilize keyword lists, the process of selecting the actual terms is different. SEO attempts to match the most commonly used search terms and deliver relevant content on the SERP. The PPC ad also attempts to match search terms, but it may include less commonly used keywords/phrases in order to target a specific audience. Other commonly used keywords/phrases may even be excluded from the keyword list. This helps ensure that the visitors clicking on the PPC ad are truly interested in the advertised product and will make a purchase. By targeting only those visitors who are likely to become customers, a PPC ad is better able to achieve a high conversion rate and a lower cost per sale. This improves its overall return on investment (ROI). [Read more…]

css.php