| Choosing The Right Keywords For Your PPC | | | | |
| Advertising campaign | | | | "Keyword Tail": Fly Fishing Equipment |
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| March 5, 2005 | | | | Fly Fishing Gear |
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| Introduction: | | | | Fishing Lures |
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| Of all the important decisions that go into a | | | | Fishing Reels |
| successful Pay Per Click Advertising program, | | | | |
| the most critical one is which keywords to | | | | Many of the Pay Per Click Search Engines |
| target. Choosing the right keywords will | | | | offer tools to help advertisers identify hard |
| drive a continuous stream of qualified buyers | | | | to find keywords related to their sites. |
| to your site at affordable CPC's. Choosing | | | | Overture's is the most advanced in this area, |
| the wrong keywords will negate even the most | | | | but Google's works well too. The leading |
| well planned Pay Per Click Advertising | | | | third party tool to help advertisers uncover |
| strategy. | | | | profitable keywords is offered by a company |
| | | | called WordTracker. WordTracker not only |
| Going Beyond The Obvious: | | | | helps identify good keywords for your Pay Per |
| | | | Click Advertising program, but it also tells |
| At first glance, choosing keywords for your | | | | you how many times the words were searched on |
| Pay Per Click Advertising program seems easy. | | | | across all the major Search Engines. This is |
| Anyone can come up with a list of obvious | | | | important, because the more niche the |
| keywords related to their web site. The | | | | keyword, the less traffic it will generate. |
| problem is, because the keywords are obvious, | | | | It doesn't do any good to find a perfectly |
| all your competitors have come up with the | | | | targeted keyword if it only generates a few |
| same list of words. This can lead to price | | | | clicks a month. |
| inflation for these keywords on the Pay Per | | | | |
| Click Search Engines, making it difficult for | | | | Because each targeted, niche, keyword by |
| anyone to profit from these keywords. The key | | | | definition will only produce a small amount |
| to a successful PPC Advertising strategy is | | | | of traffic, it's important to identify as |
| to identify targeted, hard to find, niche | | | | many as possible so their combined traffic |
| keywords that drive profitable traffic to | | | | will have a meaningful impact on your Pay Per |
| your site. | | | | Click Advertising program. |
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| Monetizing The "Keyword Tail" | | | | Summary: |
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| The enormous number of queries that fall | | | | The beauty of Pay Per Click Advertising is |
| outside the obvious keywords is known as the | | | | the more targeted the keyword, the less |
| "Keyword Tail". An advertiser's ability to | | | | you'll likely have to pay for each click. |
| mine the "Keyword Tail" for profitable | | | | This is opposite of how every other form of |
| nuggets of Search terms is often the | | | | advertising works. If you use direct mail, |
| difference between a successful Pay Per Click | | | | magazines, TV, or even other forms of online |
| Advertising program, and one that loses | | | | advertising to market your products, the |
| money. | | | | prices rise as the audience becomes more |
| | | | targeted. |
| Examples of keywords that fall into the | | | | |
| "Keyword Tail" are singular, plural, and | | | | To succeed you must take advantage of this |
| misspelled versions of keywords, and keyword | | | | unique dynamic of Pay Per Click Advertising |
| terms related to the obvious keywords for | | | | by using every available tool to help you |
| your site. For example, if you own a site | | | | think "out of the box" to create a |
| that sells fishing supplies, you may come up | | | | comprehensive, targeted list of keywords to |
| with the following list of keywords: | | | | drive a steady volume of profitable traffic |
| | | | to your web site. |
| Obvious Keyword: Fishing | | | | |