When developing a search engine marketing (SEM) strategy a good majority of time and effort should really be spent on keyword development. Often this part of the campaign doesn’t receive the amount of attention it should and it can be a costly mistake. Many factors should be taken into consideration when developing your keyword strategy. Outlined below are some important factors that will help you to lower cost per click (CPC), increase quality score, decrease bounce rate and ultimately increase your conversion rate and return on ad spend (ROAS).

1. Know your audience and the way that they search for your product

This is so important. If you aren’t already, become an expert on your industry, the terminology that is used in reference to your product or service and then test your research. Just because you call yourself a Podiatrist or Chiropodist doesn’t mean that your audience does or searches uses these terms. A good way to start your researchto is to look at what your competition is doing and the keywords that they use for marketing purposes. Don’t base all of your decisions on what your competition does as they may be way off base as well. This is just a tool that can help you get started. [Read more...]