Building a Foundation with Strong Keywords

Go wide—with a range of specific and general words and phrases

This is an excerpt from Yahoo!’s Smart Start guide, which is packed with helpful content to assist you in making your campaigns as effective as possible. Whether you’re an expert search marketer or just starting out, the tips from Yahoo!’s “Sharon Goodsense” offer practical search marketing insights. Download Smart Start.

Want to increase your conversion numbers? You may need to consider bidding on more specific keywords that contain things like the brands you sell and even specific model numbers. This will appeal to searchers who are closer—or ready—to purchase.

Start by looking online—and thinking like a customer
One of the best and easiest places to begin scouting out keywords is right on your web site. Look through all your pages and pick out the words that are most relevant and interesting to your customers.

  • Put yourself in searchers’ shoes to come up with all of the possible ways they might be looking for what you offer.
  • Consider bidding on keywords for your most profitable products and services first to spend most effectively within your budget.
  • Think about what you want your customers to do (like become better informed or make a purchase).
  • Review your competitors’ web sites to see what kinds of words they use to talk to customers
  • Use the Find Keywords panel, on the left side of the Choose Keywords page in your account, to get possible keywords that relate to the products and services you want to promote.
  • For a more advanced way to find keywords, check your web server logs. These logs can tell you what your site visitors are searching for and how they navigate through your web pages.

Customer mindset changes throughout the buying cycle
1) In the research phase…
Customers are usually just gathering information about product categories, product options and different retailers. They use broad or generic search terms during this phase. Keyword examples: television, camera, video game.

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