Keyword targeting can be one of those make or break disciplines when it comes to Internet marketing. The reason the keyword targeting is so critical is because search engines have the ability to follow the clicks as they say. If you create an Internet marketing program based on the wrong keywords, when customers click your website and quickly leave because you targeted the wrong keywords, the search engines take note.
For Google ad words users, one aspect of the scores is called the quality score. If your keywords are poor and aimed at the wrong market your quality score declines. The lower your quality score, the higher your cost per click. So now you have a downward spiral where your costs are going up and the people who are clicking are not your customers anyway so your sales are going down. Your website is losing position on the unpaid section (this is known as the organic search section) and your ads are increasing in cost because the quality score variable is going the wrong way. It is the double whammy of Internet search.
The opposite is also very true. If you target the right keywords to the right market and have relevant content on your website, your quality score goes up. When your quality score goes up, your cost of advertising goes down and the percentage of people that click who become customers goes up. This situation is a great example of work less and make more. This is why sometimes hiring a professional ad words manager might be worth the money. Let's say you budget $2000 per month and you have a poor campaign connecting to the wrong customers. What if you took the same $2000 it to a professional company and had three or even four times better results from your campaign? Would that be worth it?
There are some automated companies who advertise their ability to optimize keywords for your campaign. The question to ask them is “How do they get paid?” If they're getting paid strictly on a percentage of sales or a percentage of your advertising on the various search engines, then you should ask yourself what is their motivation? If they make more money when you advertise more or your advertising costs increase, that sounds like they are motivated to get you to advertise more not help you connect better.
Many small boutique shops will charge a flat rate for their efforts and a very small percentage for managing your actual advertising budget. That flat rate is what keeps them in business. Customers only pay the flat rate when they're making money, if the boutique gets lazy and customers stop calling, they will end up without customers.
When a business is small or just starting out the owner will have time to review the keywords a regular basis and we suggest at least once a month. When customers come in, make an effort to find out how they found your business. If it was through the Internet, ask them if they can recall exactly what keywords they used. If you can truly identify your perfect customer, call them and ask them how they would find your business on the Internet. Ask them to search for you when they need your service. Don't ask them to search for your company specifically ask them to search for all companies like yours and see how they do it. The insight there can be tremendously valuable. Remember the goal is to focus on the perfect customer, the rest of them will become customers because they want to be like your perfect customer. Keep your eyes on the target and you will hit it.
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