Keyword research is a vital component of launching an effective paid digital marketing campaign. We factor in a lot of variables when coming up with keywords for our clients. We look at which keywords are cost effective. Keywords can range from 20 cents to $150 a click. If we can find keywords that are cheaper to pay for, that have less competition yet can still deliver great results for our clients then that is a great keyword to us.
We also have to look at which keywords are going to resonate best with the clients website. We don’t want to bid on keywords that aren’t 100% relevant to the destination site. We monitor this by conversion tracking, and just looking at the site from an objective point of view and using common knowledge. While we love the x’s and o’s when it comes to paid search, we also have to take into consideration our gut feeling, and draw on experiences that we have learned from the past.
The last part to effective keyword research is actively monitoring our client’s quality score.