Emily Clarke

4 Benefits of Keywords in PPC Advertising

When you search for something online, you probably use a search engine to find what you're looking for. The words you enter into a search engine are deemed "keywords", and these keywords are how you tell search engines specifically what you're searching for.

Keywords are also used to determine what ads are shown based on search activity. If you run pay-per-click (PPC) advertising campaigns, several benefits come along with understanding how keywords influence search results, including:

1. Keywords Can Beat the Competition

By selecting the right keywords and phrasing things in the right way, you can potentially beat the competition that is selling and advertising similar products. For example, if you sell blue running shoes and your competition sells blue sneakers, you could include "blue running shoes" in your PPC campaign's keyword bids.

This may get your ads seen by people seeking blue running shoes specifically instead of simply blue sneakers, a search term that will face a lot more competition since it is so general. While your competition's ads may get lost in a sea of other ads for blue sneakers, yours have a better chance of being found by runners seeking blue sneakers.

2. Negative Keywords Filter Bad Results

Negative keywords can also be used to filter out bad results. When you pay for ads on a site like Amazon, you can set Amazon negative keywords to define search terms that should not bring up your ads. Amazon negative keywords can be defined when setting up a campaign in the admin section of your seller account.

3. Your Ads May Be More Persuasive

When you know which keywords to use, your ads have the potential to be more persuasive. Instead of creating a PPC ad and hoping that it will entice clicks, your use of specific keywords can capture more attention as opposed to being a mere afterthought by a bored web user who stumbles across your ad.

4. Branding Benefits From PPC Keywords

Keywords are also important in PPC campaigns because they can add value to your branding. Perhaps there's a certain set of keywords that are used in your brand's style guide. Maybe there is a slogan that defines your brand or embodies it. In either case, you can incorporate these elements into your keyword choices in a PPC campaign to add value to your branding efforts while also supporting your advertising efforts.

Author Resource:-

Emily Clarke, advertising management consultant, is providing info about growing your business, optimizing your ads, analytics, promotion ideas and advertising for SME's. You can find her thoughts at Amazon advertising blog.