expensive ones. If you can select some of these keywords that are more efficient for creating goal
conversions, then you’ve invested less in your PPC program for better results.
One thing that’s important to understand, as you’re estimating your search volumes and the budget
that you’ll invest into your PPC program, is that all of these projections are based on historical data.
This means that you should collect data about your keywords and use it to improve your PPC pro-
gram effectiveness over time. Additionally, you should know that there are many other factors —
seasonal changes, sales, competition, and even landing pages — that can affect your actual perform-
ance results. This is just another reason you should plan to constantly monitor and revise your key-
words and phrases and your PPC marketing efforts.
Forecasting search volumes and budget considerations is just the first step toward creating a PPC
program that both meets your needs and fits within your budget. In addition to initial forecasting,
you will also need to conduct ongoing keyword testing.
Keyword testing is the process by which you examine keywords and how many searches they’re
included in, as well as what the competition for those keywords is. Once you’ve completed that
research, you begin to implement your keywords on your site very slowly, monitoring the results
of your site traffic and goal conversions after each new word or set of words is added.
It’s a time-consuming activity, but keyword testing has the potential to improve your PPC program
results if you take the time do it properly. Through careful testing, you can learn what your most
effective keywords are; then you can use those keywords to improve your position and impressions.
One way to start the testing process is by understanding exactly what you are testing for. Are you
testing to see how effective your most recent ad copy is? How do landing pages hold up in attract-
ing and keeping site visitors? If those landing pages are experiencing a lot of bounces, you may need
to work with them to create more stickiness. Other questions you may want to answer to ensure
you understand what you’re testing for include: Are visitors reaching goal conversions? Does ad
placement really make a difference?
As you’re considering keyword testing, you may decide that you just don’t have time to efficiently
forecast your PPC traffic. However, not taking the time to do the testing could result in wasted
budget dollars. People add keywords to their pages, but that doesn’t mean that all keywords and
PPC programs will be effective. It’s necessary to go through the proper testing steps to ensure that
your PPC program is as efficient and effective as possible.
Finalizing your keyword list
A lot of effort has gone into creating, researching, and narrowing your keyword list so far. Now it’s
time to finalize that list and begin putting your keywords and your PPC programs to work for you.
Finalizing your keyword list doesn’t really mean that it’s completely final. As you’ve learned
already, a keyword list (as it applies to PPC programs) is an ongoing element in your PPC pro-
gram. You should constantly be changing and updating your keyword list. And this can be a
very time-consuming process.
Pay-per-Click and SEO
05 1 9:36 93