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Defining Searcher’s Intent
Keyword research is an essential part of creating an effective ad campaign. It involves identifying the words and phrases your customers use to search for your products or services. In order to identify these terms, it is critical to understand the conversation that is already going on in your customer’s head – and joining that conversation seamlessly. At StickyLeads, we invest the time it takes to fully understand your business and your customers, allowing us to create and deploy ads that generate the right kind of leads.
Keyword research is an art, not a science.
High Volume
One of the most important metrics when it comes to keyword research is search volume – the higher the volume, the higher the number of people that are searching for a term. Simply choosing high volume keywords is not necessarily going to maximize your ROI. At StickyLeads, we take the time to find keywords with volume and relevancy – keywords that convert to leads.
Low Competition
In a PPC ad campaign, keyword competition determines how much a particular “click” will cost. The team at StickyLeads identifies advertising opportunities by finding keywords that fit the “magic triangle” of paid search – those which are relevant to users who are looking to buy (commercial intent), have high search volume, and experience lower competition. Combined, these parameters are what drives a keyword’s likelihood of converting to a qualified lead.
Geography
Unless you run a nationwide business, geographic targeting is essential to running an effective ad campaign. At best, ads that run outside of the market you serve will be irrelevant to the searcher. At worst, they will needlessly cost you money. StickyLeads runs ad campaigns that target consumers with zip-code level accuracy.
Negative Keywords
While determining the keywords that will trigger your ads is important, it’s of equal importance to make sure your ad does NOT trigger for others. For example, you may want to filter keywords that indicate that a searcher is seeking information (‘how to” keywords) while focusing on keywords that show commercial intent (“deal”, “affordable”, “top”, “best”).
Quality Scores
Quality Score is a significant factor in cost-per-click and whether your ad will be served to a searcher. Your quality score is determined by the end user’s experience with your company once they land on your site from the ad. Factors that go into the determination of your quality score include your click-through rate, the relevance of the content of your ad, the quality and relevance of your landing page, the relevance of your keywords to your ad group, and the historical performance of your AdWords campaigns. Achieving a high Quality Score is not simple, but StickyLeads understands how to navigate these complexities, ensuring optimal ad campaign performance.
