An Introduction to The Show Pony of Online Marketing
The three top players in the Pay Per Click field are Google, Yahoo! MSN. For the purposes of these tips, I will focus on Google AdWords. The key to Google’s success is Pay Per Click Advertising. The key to your success using Pay Per Click Advertising is choosing the right ‘Keywords’.
Keywords are any words or phrases that are typed into Google search. Advertisers then pay money to appear beside keywords that are related to their business. The key to selecting keywords is to get a balance between generic terms, which cost a lot and may not provide much return on investment, and specific ‘long tail’ terms, which are cheaper but have fewer people searching for them. For example, businesses that offer airfreight services in Ireland would want to bid on keywords such as “airfreight, air cargo, airports” etc. These are highly generic terms. “Airfreight in Ireland, or “Irish airfreight company” are better phrases as they are more specific to the location. “Ireland to Dubai airfreight” is better again in targeting terms, as it represents customers that are looking for that specific service. However, only a few people may actually be looking for this service, so unless this is the only service that company is ever going to offer, a good middle ground is necessary.
