Whether you advertise on Google or Bing (or anything in between), your business needs a playbook for honing the best keywords. Here are several advanced tactics to sharpen your keyword choices.
Align keywords with business goals
- Think holistically about how a customer could reach you
- Align your keywords with your business marketing goals
- Analyze your keyword list and delete low-volume keywords
Manage keyword “match types” for growth and control
- Use “broad match” to capture long-tail queries
- Reserve “exact match” for your primary drivers, whether that is volume or value
- Don’t create variations of “phrase match” or “exact match” keywords; variations are redundant
Find new targeting opportunities
- In addition to traditional ad types, use dynamic ads to streamline account management
- Review website analytics to uncover which ads lead to activity on your website
Expand the reach of existing keywords
- Maximize the presence of your keywords by improving their ad rank; higher bids and better ads can drive volume
- Extend your reach to users in new advertising networks
Refine traffic with negative keywords
- Make negative keyword lists a regular part of your ad campaign maintenance
- Just like your main keywords, focus your negative keyword management on places where it will do the most good
Summary
- Align keywords with business goals
- Manage “match types” for growth and control
- Find new targeting opportunities
- Expand the reach of existing keywords
- Refine traffic with negative keywords
