Chapter 3. Choosing Keywords for Maximum Performance

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Fortunately, choosing keywords that drive qualified leads to your site isn't rocket science. Keywords that don't produce desirable results can be deleted within hours. Variations of profitable ones can be added just as quickly.

The initial process still needs careful consideration, however. A bad set of keywords can kill your campaign if you attract browsers and not buyers . Changes in search engine user behavior, or the competitive landscape, can also alter your conversion rates. Therefore, it's a good idea to review the performance of your keyword universe at least monthly. Spending more money may dictate that you check results more frequently. Keywords fall into two main groups: branded keywords and generic keywords.

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Search Engine Advertising. Buying Your Way to the Top to Increase Sales
Search Engine Advertising: Buying Your Way to the Top to Increase Sales (2nd Edition)
ISBN: 0321495993
EAN: 2147483647
Year: 2004
Pages: 155

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