No matter the channel and the approach that you choose in terms of search engine advertising, the keywords are crucial. On one hand, they trigger the display of the ad whenever a user types a related search query. On the other hand, they can make the user to click on your add or just ignore it. The worse scenario would be for them to click on it and ignore your on site content. Either way, you should take the keywords research and bidding very into serious!

Playing a little bit with a keyword research tool will show you that some phrases are very popular but they have a low cost-per-click while others are less popular yet they somehow cost you a lot. The natural conclusion would be that choosing the central words of your campaign would involve a form of compromise in between the competiveness and the popularity of a certain keyword.

Specialists insist that we should have at least three aspects in mind when working on this category: the mental model, the lead’s intent and the negative keywords. The mental model suggests the fact that a keyword taken out of its context may easily loose relevance. For example, if your business is about art auctions, you would want to make it clear in your ads that it all comes down to art. Otherwise, there are many other adjacent categories of leads that may mistakenly end up on your website. In this particular case, you target customers interested in art, which is their mental model.

By similar principles, you should also look into the negative keywords. These keywords should NOT trigger the display of your search engine advertising content. Continuing the example from above, the negative keywords for an art auction business may include: books auctions, jewelry auctions, real estate auctions and any other common type of auctions apart from arts. It may sound as a real pain but taking the time to create such a list and implement it in your campaign will save you a lot of money.

The last aspect to discuss is the lead’s intent, which can be informational, navigational or transactional. The first one defines an internet user with no website in mind, just the desire to find a few offers and compare them. The second one defines the internet user trying to reach back a website he encountered once and he is typing fragments of what he recalls that the website contained. The last one is about users who only need a few moments to make an online purchase and their queries clearly indicate it.

You may think that you know them all, but what better proof of the opposite can you get other than this fact: according to statistics, only a part of those search queries that clearly underline the transactional intent end up with an instant conversion! Do you still wonder if you can do it all by yourself?

Yes, you need a search engine advertising http://www.link-building-strategies.com/blog/tag/search-engine-advertising/ specialist and you can find him on link-building-strategies.com http://www.link-building-strategies.com/blog/tag/to-improve-search-engine-ranking/.