Make sure your keywords are relevant to the business you are advertising. For example, if your business is pet grooming, make sure you use keywords focused on animal shampooing. So, if your business does not cater to pet health, for example, then stay away from keywords such as pet health and diets.
Don’t be too specific
When you are picking your keywords don’t be too descriptive. Take, for example, the phrase:
Poodle grooming specializing in shampooing and conditioning based in Sydney
This may describe your business exactly but when it comes to finding your business on Search Engine Results Pages (SERPs), you will not be found. The shorter keyword would be much more effective:
Pet Grooming Sydney
Good keywords ensure traffic
Let’s face it, if your keywords are not creating conversions then you may need to revamp your keywords. There are some great tools you can use to monitor your conversion rates through Google Analytics. Be prepared to change your keywords based on your results. This takes time and always starts with trial and error.
Monitor your competition
You must consider what your competition are up to when you are selecting your keywords. Do a quick search and know what words you are competing with. Google Keywords Planner is a good source to use when you are establishing good keywords.
The SEM auction bidding
Once you have decided which keywords you would like to select, you will enter into an auction bidding system. Search engines use two key factors to establish the winner of the bid or the company that will appear in the top listings first. If you are going to win the auction, you need to place a bid which influences your performance. Obviously, the more money you spend, the weightier your bid will be.
Another factor is the keywords you select is based on the relevance of your ads as well. If your quality score is high in both variables you are likely to win the higher positioning.
SEM is based on what people are looking for at just the right moment. So, investing in this is crucial when you are developing digital marketing strategies.
Here at DigiGround, we have experts that can help you get the best out of your SEM. Get in touch if you have any questions.