How to Pick Keywords

How to Pick Keywords

How to pick keywords for your Internet advertising is one of the keys to building a successful Internet marketing advertising campaign.  To understand how to pick keywords you need to understand the role keywords play on the Internet as well as the phycology that goes on during a search.  The psychology is where the money is. A keyword (or group of words or phrase) is what is typed in to start a search.  The keyword serves two masters.

The first master is the web browser.  The web browser like Google takes these keywords and does an analysis based upon past search history and determines what information is be looked for, and in a blink of an eye, serves up the results of the search.

The second master is the Internet advertising marketing world.  The keywords are matched with the potential advertisements for these keywords.  But this match is exact.  The exact ways (including misspelling) is matched exactly with the potential advertisements for these keywords.

The order that these Internet advertisements selected by the keywords are shown is a combination of the bid (how much an advertiser is willing to pay per click) and the quality of the Internet advertisement.

The 4 Steps of How To Pick Keywords

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Step 1 – Think Like a Customer When You Pick Keywords

How to pick Keywords
Write down the main categories of your business and the terms or phrases your customers would use to describe your products or services.  What would they type into the search engine when they are looking for your products or services?

For example, let’s assume you are a massage therapist located in Toronto and you specialize working with female marathon runners.  Start off with some basic categories like massage therapy. You can get more specific and add massage therapy Toronto, or massage therapy runners.

Check out the video on how to pick keywords.

Longer keywords or phrases are called Long Tailed Keywords

Step 2 – Select More General or More Specific Keywords

The more general your search the larger your audience and the more times your advertisement will be shown. A more specific keyword narrows the audience but can also be much more relevant to searcher.  So you may not reach as large an audience as you would like.

If you’d prefer to reach as many people as possible, choose more general keywords. But be careful, adding very general keywords might make it difficult to reach potential customers because your ad could appear for searches that aren’t always related to your business. Also, more general keywords can be more competitive and may require higher bid amounts.  It is worth spending time to research keywords to find the right mix of general or specific keywords.

What ever you do, do not forget the importance of a (Put link in for Landing page success) great landing page for your site.

Step 3 – Group Similar Keywords into Groups

If you add all your keywords and ads to one ad group, a customer searching for women’s evening shoes may see your ad about men’s tennis shoes.

To show more relevant ads to potential customers, try grouping your keywords and ads into ad groups based on your products, services, or other categories. Additionally, you can keep your account better organized if your keywords are grouped into themes.

Example If own a shoe store, you can create two ad groups, one for running shoes and one for evening shoes. Your ad group for running shoes would include keywords like running shoes and running sneakers and ads tailored to people looking for running shoes. Your ad group for evening shoes would include keywords like evening shoes and dress shoes and ads tailored to people looking for evening shoes.

That way, we can show potential customers your ad about evening shoes when they search for one of the keywords in that ad group, such as dress shoes.

Step 4 – How to Pick the Right Number of Keywords

A good guideline for how to pick keywords is to have somewhere between five and 20 keywords per ad group (you can have more than 20). Remember, each ad group that you create should contain keywords that directly relate to that group’s theme. There can be great opportunities with longer keywords (or phrases).  These are called long tailed keywords.

The key to success with is that your Internet advertisement, the keywords used and the landing page must all work together.