Reviewing keywords 'essential for PPC marketing'

Reviewing keywords 'essential for PPC marketing'

Regularly reviewing pay per click (PPC) keywords and their relationship with search terms is crucial to developing a successful campaign, an expert has claimed.

Writing on Search Engine Watch, Jason Tabeling said when looking at keywords, it is not only important to review their performance based on "what you think is supposed to happen" during a live search, but also what actually happens.

PPC services like Google AdWords automatically run ads on "relevant variations" of keywords like synonyms or singular and plural forms, even if the terms are not included on keyword lists.

Reviewing the keyword to search term relationship is therefore crucial, as these variations will sometimes produce "crazy matches" or unexpected "nuggets of gold" that can help marketers to refine and expand their campaigns, Mr Tabeling said.

As search engine algorithms, as well as the way people search for products and services, are constantly changing, it is important to frequently review keyword performance to ensure PPC ads are being properly delivered, he added.

With services like Google AdWords, users only pay for ads each time it is clicked by a user, rather than each time it is displayed.

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