PPC keyword management is an innovative approach to discovering, analyzing, grouping and organizing large numbers of keywords. Keyword management helps search marketers prioritize, collaborate and act on keyword data so they can build optimized pay-per-click campaigns more efficiently and cost-effectively.
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What Is PPC Keyword Management?
There is often a focus on the end points of the search engine marketing process, starting with keyword research and ending with bid management. But it's the steps in between these two end points that generally make the difference between weak campaigns and campaigns with high ROI. We call these middle steps keyword management.
- Keyword Discovery – Continuous keyword research to build a database of the PPC keywords people use to find your website.
- Keyword Analysis – Identifying which keyword opportunities are most profitable (triggering actions or conversions) and setting negative filters for keywords that aren't relevant.
- Keyword Grouping and Organization – Segmenting like keywords into close-knit keyword groups based on relevance.
- Keyword Action – Prioritizing these keyword tasks and taking action by authoring content (PPC text ads and landing pages) around the most productive and relevant keyword groups.
Benefits of Keyword Management for PPC
What can a keyword management solution do for your pay-per-click advertising efforts? Quite a bit:
- Competitive intelligence: An ever-growing repository of private, highly relevant keywords to use in PPC campaigns.
- Better targeting: Keyword groups help you create more search-specific ads and more relevant landing pages.
- Strong campaign structure: Higher click-through rates (CTR) and Quality Scores lower your bid spend while improving ad placement.
- Increased relevance to your audience: Not just more clicks, but better conversion rates.
- Improved productivity: Actionable analytics save time and reduce lost opportunities.
Why WordStream Keyword Management for PPC
WordStream's flagship product, Keyword Management for PPC, is so much more than a keyword tool:
No other PPC software offers a complete array of keyword management tools and features in one software package. WordStream enables your team to maximize productivity while lowering paid search marketing costs.