Pay Per Click or PPC is an advertising model wherein advertisers pay only whenever a user clicks on an ad to visit the advertiser’s site. This is cheaper than conventional advertising in a sense that the advertiser doesn’t have to pay for a fixed monthly cost to place an ad in a website (impression based). And with the right keywords, PPC gives you instant traffic and many potential profitable clients.
Keywords are words that a user types in a search engine to find relevant web sites (think Google, Yahoo, MSN). Keywords may contain a word, a phrase or an alphanumeric term, some refer to keywords as “Tags”. Tags are a popular form of keywords nowadays which even non-experts use on a daily basis. PPC is the most profitable and valuable targeted audience you can buy for your website.
Advertisers bid on relevant keywords which best describes the website or product he/she is advertising. When someone types a particular keyword in a search engine or browser, the list of advertisers’ link will appear by order in which the highest bidder is placed first (i.e.: mortgage, diet pills, anti virus software etc…) To stay ahead of competitors, advertisers try to find keywords that are not yet bid on by anyone else. Keywords are the SOUL of Pay Per Click advertising, which could be said to be the the best form of advertising model ever created.
Typically the most frequently searched keyword garners a much higher bid price and most competition. The higher the demand, the higher the bid price (typically).
Advertisers should choose wisely on which keyword to use and keep your bids within the reach of your advertising budget, don’t get obsessed with being #1. The main idea is to select words or phrases that are relevant to your target market and thus makes it most effect to use for your web site. Researching for the right keywords is essential for a productive Pay Per Click campaign. Advertisers must identify words and phrases that would most likely get quality traffic to your site. They should look for words that are specific yet effective. To do this, the marketer must know and understand what his target audience is and what search terms they are using.
Good keyword selection and implementation will improve your “Quality Score”, thus giving your campaign more mileage and better relevancy. The right words and phrases can generate steady traffic to your website at an affordable cost. Keywords are important to make your Pay Per Click campaign a success, so avoid any irrelevant keywords, you not only lose potential audience, but waste money as well. So what did we learn today? Without the proper keywords, your PPC marketing campaign is worth nothing. 
One Response to “Importance of Keywords in PPC”
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January 23rd, 2008 at 12:37 pm
Probably should have found a different post, but I figured out how the Refresh hacker got in. The forum plugin has security issues. Just a heads up.