As said before in part 1: It all begins with keywords which are typed in the search boxes of search engines.
Knowing proper keywords for a specific page of your website has many benefits as in addition of raising SEO and minimizing PPC cost, you will know more about your visitors (or customers as an affiliate), and it is not exaggeration if i say that ranking for the “wrong” keyword/s can break your website and vice versa.
Before start using any existing Keyword Tool(like Long Tail Pro Keyword Tool) you should learn these relative terms which will find them in some place.
When you use PPC method you bid on keywords and this process(the bidding) includes these concepts:
PPC Keyword Research: You do that by using Keyword Tools so you can analyse the data you got to discover a number of keywords which are highly relevant to your page or product(as an affiliate), the target is to make your page shown in the search engine results when people search for similar products using these words.
Keyword Bid Optimization: Your final target is to earn money(as an affiliate) so you should know what the max budget you will pay and in the same time you should know what are your best performing keywords so you save your costs.
Keyword Grouping & Organization: Dividing your keywords into smaller groups which contain relative keywords is an effective way when using PPC.
Negative Keywords: By setting the negative keywords you create a filter which narrows the keyword research results, so you will avoid paying for clicks for not-required searches.
Keyword Match Types:
When you make a bidding for some keywords you can control the restrictiveness that is applied on the matching process (between your keywords and the relevant search queries).
The more restrictiveness you use the less clicks you get, but this clicks are more qualified and relevant.
There are four match types according to the restrictiveness from least to most:
Broad Match: It is the default type, so when you choose it (or keep the default type) Google will match your ad against the maximum number of queries.
E.g.if you bid on the keyword fitness so your ads might be shown when people search for phrases that include fitness like fitness tips or physical fitness.
Ads might also be shown for related searches like health suitability.
Modified Broad Match: In this type Google will prevent synonym matches and will just display your ads when your keywords are existing in the query, to set this type you should put + before the keyword/s, e.g. +fitness.
Phrase Match: Google will display your ad if the search query includes your full phrase keyword, like wonderful land, to set this type you should use “” , e.g. “wonderful land”.
Exact Match: Google will match your ads just with search queries that are the same of your keywords, word for word, to set this type you should use [ ], e.g. [wonderful land].
Tips for using Keywords in PPC ads:
1. Bid on Long-tail keywords: Although long-tail keywords have less searches but they are more competitive and cost less than popular keywords.
2. Use your keyword in your ad headline and in your ad description also.
3. Relevancy between your ad and your keywords is very important to get quality scores, that means you will pay less for each click.
4. Sitelinks are a good choice when they include your keywords.
5. Using the keyword more than one time will make your ad looking much better as the search word that people use to search for something will appear in bold font in your ad.