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PPC Advertising: Driving Paid Search Traffic with Long-Tail Keywords

What is PPC advertising? It's a method of advertising based on search engines. In order to drive more traffic to your site, you can bid on keywords that relate to your site's content and display text ads on the results pages when someone searches on those keywords. When visitors click on your ads, you pay the amount that you've bid on the keyword. This process is known as pay-per-click (PPC) advertising.

The idea behind PPC, as with any form of online advertising, is that the amount you spend on clicks is far outweighed by the revenue you'll gain once visitors arrive at your website. As such, pay-per-click advertising is an investment. Bid cost is determined by how competitive a keyword is, so you want to find the sweet spot of less competitive (thereby less expensive) and yet highly relevant keywords.

Sculpting a successful PPC advertising campaign is in large part dependent on discovering these high-value keywords. Read on to learn how WordStream's keyword management software makes this not only possible, but simple.

PPC Advertising Success Starts With Keyword Research

We've established that PPC advertising success begins with bidding on your most relevant and cost-effective keywords. These are known as long-tail keywords, and they are gold when it comes to PPC and advertising with keywords.

Long tail keywords are the bread and butter of a successful PPC advertising campaign.

But how do you find them? Typical keyword tools rely on your input to help find related terms based on global search data. This means that you're supplying a base set of what you feel are your best pay-per-click keywords, and you're receiving a limited number of popular terms that the tool has pulled from third-party sources. Whether the terms you receive are actually valuable to you—whether they'll drive qualified traffic and conversions to your website—is uncertain.

The big problem with this methodology is that your most valuable, long-tail keywords are ignored. If you want to find the highly specific terms people are searching on that strictly apply to you, global search data isn't going to provide them.

Relying on free keyword tool results is risky and unreliable in a PPC advertising campaign.

With WordStream, you can continuously pull an unlimited number of long-tail terms directly from your own traffic logs. WordStream collects keywords that actual searchers are typing to find you, and adds them to your keyword repository automatically. No more manual input, no more unreliable output, and no more limits.

Building Your PPC Advertising Campaign With Ad Groups

Being able to keep your keyword research organized truly pays off when it comes to PPC advertising. It's not enough to aggregate a list of keywords—for maximum return on your advertising investment, it's crucial to group your keywords effectively.

By grouping keywords into a logical, semantically organized hierarchy, you're preparing yourself for ad group creation. Semantically grouped keywords make creating PPC ads much easier because you're writing text that applies to all related terms simultaneously. In addition, search engines take notice when the keywords in your PPC ad groups are closely related to one another.

By grouping keywords into small themed segments and bidding on relevant keywords, you can expect many valuable PPC benefits:

You can accomplish all of this with a little help from WordStream.

WordStream offers powerful keyword grouping tools that offer suggestions for groups based on the relevance and frequency of your keywords. With just a few clicks, you're able to organize your keywords into a hierarchy so you can easily see related terms. WordStream even learns from your filtering preferences and organizes new keywords automatically.

PPC advertising success relies heavily on semantically grouped keywords.

From here, you can easily turn your keyword groups into ad groups using the same central interface. No multiple accounts to remember; no switching between programs; and no time or effort wasted in getting your paid search ad campaign up and running and bringing you business.

By freeing up time spent manually managing keywords, WordStream actually gives you more control over your data and saves time and money for your marketing team.

Get More out of PPC Advertising With WordStream

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