Keywords or keyword phrases are very crucial for SEO and SEM; nothing new in that, whosoever is connected with digital media marketing knows it very well. In offline or traditional marketing campaign, we target our consumers on the basis of income group, age, sex, religion, community, culture, location etc., because these things are more or less defined and visible to everybody, but in digital media, as the consumer is sitting somewhere far off and logged in their computers, keywords plays the very crucial role. As a user, when we don’t know the real path of information we are looking for, then we enter the keyword or key phrases in search engine, which throws multiple answers, which its crawler could find.
So, all SEO experts and practitioners put lots of emphasis on selecting the right keywords and keyword phrases. These keywords are on bid on all the search engines and have to be won for a certain period of time. It is the normal practice to bid for the keywords are normally used by the information seekers and again all the search engine has data of the same.
But if we use split the ad and use negative as well as positive keywords for our marketing campaign, then it will work wonders. Negative keywords are keywords which goes completely against the basic nature and feature of the product or services. If somebody is selling diamond jewellery, then ‘free’ or ‘cheap’ are negative keywords for him. So, here are few tips to improve your SEM and PPC campaign:
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Split your online ad into preferably three part;
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Bid for positive and negative keywords both;
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Design the communication starting with a) keyword match b) benefits and c) offers. While, the pattern will be same for all the communication design, but there should be a little bit of variation in texts.
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Run all three campaigns simultaneously.
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Run the SEO campaign simultaneously with your PPC campaign.
This strategy will corner users from every side and bring them to your ad. It will help you to get the better ROI of your PPC campaign.
