How to Use Keywords in Your Online Advertising?

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November 28, 2012 at 7:40 pm #275

Key Master

So you’re launching an online advertising campaign for your San Diego small business. Did you know will get better results from your ads by using the right keywords? So how do you find those keywords that will capture your target customers?

Begin by checking out Google’s free keyword search tool.  You can enter in keywords you’re considering using in your ads, or those that you already use in your website, and Google will suggest related keyword phrases you can use in your ads. You can also see how much traffic the keywords get, which will give you an idea of how effective they’ll be. It’s a good idea to start with broad, general keywords and let the tool guide you toward more specific keywords that will draw in the exact type of online searchers you’re looking for. You can make things easier by just putting in your website’s URL; Google will crawl your site pages and serve up relevant keywords based on what’s already on your site.

Google’s keyword tool also helps you pinpoint “negative keywords”—those that might seem related, but aren’t relevant to your business website. Then you can add those terms to your ad as negative keywords, which means your ad won’t show up to people who search on those terms.

Once you’ve determined what keywords you want to use in your online advertising campaign, put them in as many places as possible in your ad—the headline, the body copy and even the URL.

Keep in mind that when choosing keywords for your online ads, it’s better to be very specific so you attract exactly the users who are most likely to spend time on your website and buy. Sure, you could use very general keywords that will attract a lot of people to click, but this can become costly when you are running a pay-per-click campaign. You don’t want to have to pay for users who click through to your website, but aren’t really the right customers for you and don’t end up buying anything.

You might also feel tempted to cram every keyword that might apply to your business into one ad. A better strategy is to develop different ads targeting different buyers, with each one linking to a landing page for that type of buyer. For instance, if you have a website selling pet products, you could have an ad with keywords like “dog bowls” “dog food” and “dog treats” that links the dog food section of your site, and another with keywords for cats linking to the cat food section of your site.

Running a successful San Diego online advertising campaign does involve a learning curve, but be patient and your efforts will pay off. In the meantime, start by setting a maximum budget of $10 a day while you’re still learning the ropes. That way, your campaign won’t end up costing you an arm and a leg.




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