Target Your Keywords
December 21, 2006
One thing is critical when developing a PPC campaign, choice of keywords.
You have three main categories of keywords to think about
Navigational keywords are defined by when a user is searching for a specific web site and use queries such as “dmv” or “john hopkins”
Informational keywords are defined by when a user searching for an answer to their question or to understand a new subject, such as “what is jump roping” or “are bananas harmful”
Transactional keywords are defined by when a user is actively engaged and is usually going to take action, quires such as “t mobile dash activation” or “iron man contest form”
Each set of keywords should be used in a campaign, to fully take advantage of the searchers intent. You should have a clear message when deciding the specific keywords and then associate them with the correct landing page that will support a higher conversion rate when a user clicks your ad.
Cheers!
-B
