WHAT ARE HIGH CONVERTING KEYWORDS? - by Junaid Tariq

High converting keywords are simply the keywords that result in high conversion from a visiting to paying customers. High Converting Keywords are the main constituent of Pay-per-Click (PPC) advertisement. To place an ad; a business owner bids on keywords of their interest. Now whenever a search is made on a search engine (Google etc.) their ad is displaced based on the user selected keyword. PPC charges on each click that is made on your ad. So, you must have an eye catching and highly relevant ad to attract potential paying customers.

Qualitative landing pages.     Appropriate keywords with qualitative landing pages are very important to increase the conversion rates. Losing a customer because your website couldn’t attract them enough to do business with you is just as bad as having no customer at all. PPC ad is only the first step. Work on your website content, monitor you competitors and interact with your customers to improve your landing pages.

Marketing and remarketing.     Today’s customer is an informed customer. Nobody makes random choices any more. Internet has enabled everyone to evaluate all the different brands out there. So, even if a user comes and leaves your website it does not necessarily mean they are not going to become your paying customers. Remarket your brand aggressively. Use of ‘Google Display Network’ and ‘Remarketing Lists for search Ads (RSLA)’ are a great way to ensure your brand is widely marketed.

Long tail and Negative keywords.     As the search algorithms of search engines improve; the use of properly phrased questions is becoming popular. Like instead of searching for ‘High Converting Keywords’ now users use ‘What are High Converting Keywords?’. There is potential in this. Instead of bidding and limiting yourself to certain keywords, use logical longtail keywords to attract a certain, well informed and limited yet focused customer base that will have a higher probability to convert. High online traffic without conversion is of no use.

Similarly focus on negative keywords. They are the words that you do not want. For example, if you have a male clothing brand there is no use of displaying your ad for ‘women clothing’. It will become your ‘negative keyword’. Careful and detailed keyword analysis should be done to prepare a list of essential and negative keywords before starting your PPC campaign.

Analytics and Patterns.      The best way to get the most out of your PPC campaign is to build it on the right platform. Use of Goggle analytical tools to properly analyze the keywords that work the best for your brand are very important. Keep an eye on your competitors, understand your target audience, compare the industry and sort out all your analytical data to look for patterns.

Focus on high performing keywords.     Improving on an already well performing keyword list is the best way to expand yourself. Perform on-page optimizations, remarket your brand, and simultaneously invest on high converting keywords. PPC can be a very costly marketing tool if done wrong. Work out your keywords with relevant experts and invest on them rationally.

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