Does your company currently run a pay per click marketing campaign? If so, do you know what the backbone of your pay per click marketing campaign is? You may already know the answer: keywords. To obtain a higher ROI on your pay per click marketing campaign, you need to first deeply analyze your keyword list and top keywords.
After all, when a consumer searches online, their intent can be pretty obvious. For instance, if I search for “German restaurant DC,” these keywords definitely show that I am interested in finding a German restaurant located in the Washington DC area. Most keywords represent consumer intent and there are generally two types of consumer intent:
2) Problem solving
The majority of us search online to find a solution to something, whether it be a new doctor or new restaurant in town. Furthermore, your top keywords can be instrumental to your website content. As a business, you need to ensure your website content appeals to both types of consumer intent. Some websites do not focus as much on the future problem solver. Thus, it is important to develop web pages within your site that educate this type of consumer and consequently convinces how your product/service will solve their problem. Like many sales theories suggest, it is better to be the consultant rather than the salesperson. You are more likely to buy from your friends, right?
If you truly think about it, keywords are pretty psychological. There is always a reason behind every keyword. We as human beings do things for a purpose, right? For your company, I greatly recommend reviewing your Google Analytics and additional reporting to see your top keywords. When you take the time to review these keywords, you can learn what motivates your would-be customers. As you review your top keywords, ask yourself these questions:
- What type of intent do these keywords signify? (Entertaining / problem solving?)
- What is motivating these consumers to search by these keyword phrases?
- How can my business tweak its marketing mix to meet these current needs of my prospective customer base?
Key takeaway for your business: take your keyword list and top keywords seriously. Do not forget there is an actual person behind the computer screen who typed that particular keyword phrase. After a thorough review, you can use your most popular keywords to adjust your overall marketing mix in terms of product, price, distribution, and promotion.
Does your company actively review your keyword list and top performing keywords? If so, how does this review impact other marketing decisions? Let us know your feedback in a comment!
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.2 million in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.
You can read Nick Reese’s input here