Internet and Businesses Online > SEO > Proper Keyword Selection Can Save Money
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Article rating : 0.00, 0 votes. Author : George Morris
Google AdWords™ are increasingly becoming widely used in the product and
services sector as a sure fire method to rank on the first page without scrolling, or
as the industry calls it "above the fold". AdWords give businesses a way to control
their search engine ranking through a bidding process. The concept is simple, the
more you pay, the bigger your budget, the higher your rank.
In search engine speak the terms "natural / organic results" and "paid results" are
often used. Natural results are what most people think of when looking for the
search engine results. These results are often flanked by the paid results, in Google
these adds appear in the very top, very bottom and the right of the natural search
results. User experience studies have shown the 80% of the clicks on search results
go to the natural results, while only 20% click on the paid results.
Paid results, as they pertain to product and services are more "relevant" then natural
results because an interested party is paying for the placement of a particular add.
Paid placement is highly recommended, however you must be careful in the
keywords you choose. Follow this rule when using pay-per-click ads, general
terms = high cost and low quality traffic, specific terms = low cost and high quality
traffic.
Keyword Choice is Everything
Selecting the proper combinations of keywords can make a significant difference in
the traffic received and the cost paid for a particular keyword phrase. Take for
instance our company, Imulus. Quick background, we are a full service design +
interactive agency which means we build websites, web applications and marketing
collateral. Also, we are located in Boulder, Colorado. So here goes:
Campaign 1 / Local
We are trying to reach out into our own backyard, where we ultimately have greater
success they compared to trying to reach clients in Portland, Oregon. The few
selected terms below give you an idea of the level of traffic we might
expect. Google
allows us to select a budget to keep that number reined in.
Denver Web Design
Returns 44 Clicks per month / 2,681 times shown / Avg position 2.2
?
Total 1 Month Cost $240.89
Boulder Web Design
Returns 13 Clicks per month / 1,115 times shown / Avg position 1.2
?
Total Cost 1 Month $62.36
Obviously market size will have a direct link to the number of times your keywords
are searched upon.
Campaign 2 / National
In this campaign we are going to reach outside of the Denver metro / Boulder
market. Our new target market is the United States. Qualifiers of Boulder and Denver
will be dropped in favor of more national terms. These numbers are not actuals, just
estimates.
Web Design / 1290 Clicks per month / $8,550 per month
Web Developer / 168 Clicks per month / $497 per month
Website Design / 1110 Clicks per month / $5,146 per month
Notice the cost per month, as we market more general terminology the number of
clicks per month increases drastically and so does the cost. The only part of the
equation which diminishes is the quality of the leads.
Better Traffic Quality
Campaign 2 will drive more traffic then Campaign 1 but will the traffic be worth it?
Using the terms Web Design, those ads will appear when anyone searches using
those terms even if they have qualifiers on the term. By using general terminology
we might be picked up on searches for "Alaskan web design" in which case the odds
of us landing that client are pretty remote. Adding qualifiers narrow the clicks to
just those which are qualified for our business, adding Denver and Boulder gives us
focused results.
For more information visit Imulus at http://imulus.com/
George Morris is co-founder of Imulus, a internationally recognized design +
interactive agency located in Boulder, CO. Imulus is one of the fastest growning web
design + interactive agencies in the Denver area. George is interested in emerging
technologies, website usability and search engine marketing.
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