May 28, 2004

Today, for a company or ad agency to be truly successful in search engine marketing (SEM), choosing the right keywords that people are actually typing into Overture or the other search engines can mean the difference between a very rewarding online ad campaign, or one that fails miserably.

However, it is fortunate that selecting the right keywords that will drive targeted and qualified sales leads to your website is a fairly simple exercise. Using Overture, Google's AdWords or any other similar PPC program, marketers can easily delete keywords that don't produce the desired results, add new ones or modify the ones that currently exist, by simply accessing their accounts at any of these search engines.

Companies can even experiment with certain keywords if they so desire, in an attempt at producing the maximum ROI. Nevertheless, the initial start-up phase still needs close observation and requires a careful monitoring of the first results. The wrong set of keywords can seriously hamper the overall success of any online ad campaign, not to mention the frustration and the waste of time and resources.

Additionally, launch an ad campaign with the wrong keywords and your PPC costs can quickly drive up a bill to levels you never taught possible. If an initial campaign only attracts casual browsers or 'lookers' and not serious buyers, you should carefully review all of the keywords you originally selected.

In search engine marketing, keywords fall into two very distinctive and main groups:

       Generic keywords
       Branded keywords

Next: The importance of managing generic keywords >>>

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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