If you manage any website, you are probably following different methods of site promotion. If paid search is one of those followed methods, you must know how to create your advertisements properly. This will ensure that they get clicked by your target audience. Keywords play an important role in paid search. However, if you want to get maximum results from this SEO technique in the future, you cannot just concentrate on your keywords. You have to give equal importance to your audience. The future of paid search will depend a lot on your target audience. Let us have a look at what steps will ensure progressive results from your paid search.
Importance of Keywords
When it comes to SEO, keywords are undoubtedly important. You have to use the right keywords for promoting your brand. It will give your prospective customers an idea about what you have to offer. It’s the words that are used by your audience to get to you. Granularity is also obtained, as your target users can be grouped into smaller sections, depending on the search they perform.
But you require Some More
You cannot undermine the importance of keywords, but you need some more if you really want to get past your competitors. If you are a big brand, there could be many reasons for people to visit your website. While some may be just looking for your address, others may come to purchase a popular product. But, if you are a small brand, you need to compel people to visit your site. This will obviously be done with proper keyword usage. For example, if you sell pens, you can promote your business with a keyword ‘ball point pens’. Those searching for this keyword might not necessarily be buyers. They can even make the search for just gaining more information on these sorts of pens.
So, you cannot differentiate between prospective buyers from others, simply on the basis of keywords.
Targeting your Audience will give the Results
If you use certain targeting methods like time, device used, location and the status of remarketing, along with your specific keyword, you can easily segregate your target audience. When you do so, you can add even more granularity, which will bring the results.
For example, if you consider the keyword ‘ball point pens’ and use the targeting methods, you will get small groups. When you know your target group, you will be able to plan out your advertisements easily.
On device basis, you will have two user types- mobile and desktop.
On location basis, again two areas: where distribution is possible and where it is not possible. So the two groups, breaks into four.
On the basis of time, you can divide it into two- when your store remains closed and when it remains open. That breaks the groups even further.
However, it is not necessary that when you combine them together, it will give you the required audience.
Your audience can be those who have already made purchases from your store and those who are in your distribution area. Apart from that, your audience can be those, who are searching for the same products and are near your store while it is open.
So, in the future, devise your paid search strategies, keeping your target group in mind.