In Ultimate Guide to Local Business Marketing, Google AdWords expert Perry Marshall and lead generation expert Talor Zamir introduce you to the basic framework behind a successful local marketing campaign. In this edited excerpt, Perry and Zamir reveal the best way to choose the most effective keywords for your AdWords campaign.
Keywords are the foundation of your Google AdWords account. You have to be sure to have the right keywords in your account so your ads show up in front of your ideal prospects who are searching for you on Google.
While keyword research can be a highly complex, time-consuming process, we want to make things as easy as possible for you. So we're going to suggest that you not go too crazy with your keyword research. In fact, for a local AdWords campaign, our advice is not to cast too wide a net when it comes to keywords, especially when you're starting out.
Especially for those used to doing keyword research for SEO purposes, this may sound like bad advice. For SEO, it's necessary to do comprehensive keyword research and come up with a list of hundreds or thousands of keyword variations for a business.
That isn't what we recommend for a local pay-per-click (PPC) campaign. In fact, when you're starting out, before you even open any of the keyword research tools that are available, we want you to do the following: Think of your ideal prospect and ask yourself, “What would my ideal client type into Google to find a local business that does what I do?”
Go with the obvious keywords and write them down. And that's it! You've just done your initial round of keyword research. It may be a small list, but that’s good. You want to at least start your campaign off by focusing on your best, most targeted keywords.
No comments:
Post a Comment