Expanding your keyword portfolio gives more reach

Paid search has matured quite a fair bit from where it used to be but some advertisers are not really moving at the same pace and as such their campaigns are not getting them the best possible return.

Advertisers are still using only generic keywords to attract traffic to websites, rather than using more specific keywords that have a higher propensity to convert better and cheaper. Using more specific, long tail keywords helps open your product to a much larger audience.

For example in the very beginning, people would use keywords like “mobile phones” or even “mobile phone tariffs”. Today we use more specific keywords to find what we’re after such as “htc p3600 smartphone” or “nokia 6220 silver”. By incorporating these types of keywords into a pay per click campaign you really do open yourselves up to more opportunities of conversion.

A recent report by Hitwise shows that when the iPhone was released, people looking for iPhone information using keywords like “iPhone news”, “iPhone release” and even “iPhone accessories”. These were used just as often as “iPhone”. So this goes to show that by thinking about all the combinations of keywords possible you can get a much better ROI and even better conversion rate.

Adam
PPC Account Manager

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