Every pay per click marketer knows that the success of any campaign depends on the keyword selection. But, it goes a step further than simply choosing the right keywords. Once chosen, keywords should be classified.
What Is Keyword Classification?
Keyword classification is where a pay per click marketer categorizes keyword phrases according to where they should be used during the sales process. For example, let’s say you have 75 keywords that you want to use in your pay per click campaign. You would go through and group your keywords by which action they are likely to cause prospects to take.
In the beginning of the buying process, you’d probably want to use keywords that generate qualified traffic and interest. The types of keywords you’d use during this phase are broad.
For example, let’s say you were selling affordably priced laptops. Some keywords you’d use might be cheap laptops, discount laptops, etc. During the middle part of the buying process, consumers want more information. So key phrases used during this phase might include those that lean toward things like product reviews and consumer feedback (eg, cheap laptop reviews).
During the final part of the buying process, consumers are usually focused on specifics. So, your pay per click keyword phrases might include specific products and brands (eg, Dell Inspiron Mini 12).
The key to any pay per click campaign is planning. Hitting small goals along the way will ensure that you convert more prospects overall.