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Network With Randall
Semantic Judgement and Keyword Research
August 29, 2008 | Filed Under Blogging, Google, Online Marketing, PPC, SEM
Responding to a Tweet from David Bullock made me confident in the way I pursue keyword phrases and write ad copy for my clients.
When it comes to PPC being part of a conversation with your customers David hits the nail right on the head . Its all about history and the conversation the keyword is part of for the user.
Just using the lists that the ad platform spits out at you based on your site and their data does nothing to apply the semantic judgments that are necessary to convert those who view your ad into customers.
There are two parts to this to consider in PPC marketing:
1. Exactly what David mentions, and the knowledge of the customer to make a good judgment call.
2. The historical data on that keyword phrase and those similar to it.
Exploring the search history of the keyword, as well as the competition for that keyword, can help any size business take their PPC marketing to a higher level.
Be daring, stop tracking CTR and just optimize for Conversion rate. With knowledge of the conversation you are having with your prospects you will quickly notice the improvement in the ROI of your efforts.
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