In their selection of keywords for their query, online searchers tell us in varying degrees what type of information, product or service he or she is seeking. Generally, in goods or services, more detailed or precise searches indicate that the searcher is closer to the act of purchasing.
Search engine ads have a unique feature for keywords called “matching options”. Google AdWords has the most robust options and the other engines have similar ones. In Google AdWords there are four matching options: broad, phrase, exact and negative. We use these to set both what we are looking to match with and filter with negative keywords to exclude parts of similar searches that are not related to our topic. For further filtering, the words in the text ads, called “ad text”, can be used to either attract a certain type of customer as in the example of an ad that includes the words: “Get More Info” or to filter out customers whom you are not interested in by including the words such as “Wholesale to Dealers Only” in the ad.
Search engine ads that are triggered by keywords deliver a highly targeted message to your potential customer at the moment they are searching online. We sometimes refer to search engine ads as “just in time advertising”. Rather than broadcasting a message to huge numbers of people, as in the mass media, when set up correctly, search ads appear at the moment they are relevant to the searcher. For local services and products, this includes ads only being shown to computer users in the appropriate geographic area.
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