Monthly archive: September, 2010

This document was put together by Eleni, BC’s in-house PPC Guru!

Not Using Enough Search Terms

Based on our research, a standard B2B business’s PPC campaign contains only 50 keywords. By focusing on such a small pool of terms you’re significantly limiting your campaign scope, increasing spend and reducing conversions. You should easily be able to come up with 1000s of specific and targeted key phrases that are highly relevant to potential buyers and our campaigns typically hit 5000 phrases..

Picking only Broad Match Keywords

A great way of driving up costs is to overuse broad matched terms. It’s a well known fact that high traffic terms are expensive and typically generate low converting terms when compared to the campaign spend. These search queries are typical of people early in the buying/research cycle and usually don’t reflect users purchase intentions. With this in mind it’s better to use more targeted keyword match options such as “phrase” or [exact] match for terms close to the end of the buying cycle i.e. {keyword} reviews, {keyword} price comparison, {keyword} voucher and {exact product name).

Relying On Keyword Tools

Most PPC advertisers use the free Google Adwords Keyword Tool or Wordtracker when researching campaign keywords. Both of these tools deliver good results but the major problem with them is that they are widely used by your industry and your competitors, which means the keywords they recommend are quite competitive and expensive due to their global usage. Instead try looking for synonyms, terms surrounding your topic and niche applications for inspiration of low priced terms.

Having Static Keyword Lists

Your keywords are probably seasonal so take advantage in the consumers shift in focus by modifying and evolving your keywords over time.

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