What Types of Phrases Convert in PPC Advertising?

Pay per click (PPC) advertising is growing in popularity and acclaim among Internet marketers and even gaining notoriety among those who primarily conduct their businesses offline or on a local level. The reason is simple: it works. The problem often arises for those who are new to this type of advertising but drawn into the world of PPC advertising because so many others have done well with this type of advertising.

It is important to understand that the term “keyword” is broader in meaning than you may imagine. Consider some of these types of keywords when making your keyword decisions for a pay per click advertising campaign.

Single-word Keyword

These keywords are one single word as the name implies. By search volume alone, these are very attractive as keywords. The downside is that they often have millions of competing websites, which makes them a little tough to build a campaign upon. More importantly, the PPC price on these phrases is quite high making it difficult for these terms to be profitable as pay per click campaigns.

Multi-word Keyword Phrases

These phrases may or may not generate a high volume of searches. You will need to do a little research in order to determine which of these phrases are most profitable. Doing the research can lead to campaigns that are quite profitable as long as you make sure that the phrases are well searched and have low competition.

Variations on a Phrase

Finding a potentially profitable phrase may sometimes result in a phrase that has a lot of competition in the bargain. You can use variations on these phrases though and sometimes find equally well searched phrases that have far less competition. Common variations to use are plural or singular forms along with other alternate endings (-ed, -ing, etc.).

Add a Little Local Flavor

If your business is in a specific city or caters to a specific geographic reason you can increase your exposure and limit your competition by adding a local touch to the phrase. You absolutely need to include the region, city, or area if your service is limited or you may receive a wide amount of traffic (that you are paying for by the way) that really isn't targeted to what you have to offer at all.

Find Phrases that Convert

There are some words and phrases that actually trigger people to make the purchase. Using them as keywords in your pay per click advertising can actually work to put them in a buying frame of mind before they even reach your landing page, which should make the hard sale. It makes little sense to work so hard to get the traffic if you aren't going to make every effort to make sure that traffic is willing and ready to buy whenever possible. Target phrases that include words like: buy, purchase, get, order, etc. and your audience is likely to follow.

Your main goal is to find keywords and/or phrases that are designed to bring in sales. Once you learn to do that, you will enjoy greater success with pay per click advertising.