Welcome to the Best SEO Podcast! Ep. 546
The Best SEO Podcast by Bestseopodcast.com Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, The Best SEO…
Paid Search & Ads
Increase your Website Utilization 70% - #seopodcast 122
PPC keyword research for paid search campaigns requires targeting long-tail keywords, using match types strategically, and avoiding bidding on your own domain name to prevent wasting ad budget.
Key takeaways
- Use exact match and phrase match in Google AdWords to avoid irrelevant traffic that broad match can generate.
- Never bid on your own domain name or business name in PPC, as you will likely rank first organically anyway.
- Include keyword variations such as acronyms, abbreviations, misspellings, plurals, hyphenated forms, and verb variations to capture all searcher patterns.
- Mobile and tablet devices account for 10 to 15% of search volume, so consider the cross-device customer experience in PPC campaigns.
just like in real estate where it's location, location, location. In internet marketing, it's keyword, keyword, keyword.
About this episode
We discuss our other podcast, the Unknown Secrets of Website SEVO analysis. We discuss an example of how our suggestions increased website utilization by 70%. We also discuss PPC Keyword tricks related to Broad Match and Exact Match. The most popular PPC Podcast on iTunes. E-Webstyle provides SEO Houston .
Questions this episode answers
Should I bid on my own brand name or domain in Google AdWords?
No. The hosts say there is no reason to bid on your own domain name or business name in PPC because there is a 99% chance you will rank first organically anyway. Paying for clicks from people already searching for you directly wastes ad budget.
When should I use broad match versus exact match in PPC?
The hosts recommend exact or phrase match for most campaigns to avoid irrelevant traffic. Broad match costs more per click due to higher volume and should only be used for extremely niche products where you want any related search to find you.
How do long-tail keywords help with PPC budget management?
Long-tail keywords have lower competition and lower cost per click. The hosts give an example where a broad Houston AC repair term costs $18 per click, while a more specific long-tail variation drops to around $5, allowing more clicks and more qualified visitors within the same budget.
What keyword variations should I include in a PPC campaign?
The hosts recommend including misspellings, acronyms, abbreviations, verb variations, singular and plural forms, and hyphenated versus merged versions of the same word. For example, email, e-mail, and e mail should all be included to capture every way a user might type the term.
In their words
Those keywords determine who comes to your site, what they see, how they get there, and everything else.
Charles Lewis
If you're optimizing and tweaking and adjusting specifically for a bad keyword, you're wholly wasting your time and then potentially in terms of pay-per-click, wasting actual click dollars.
Chris Burris
whoever searches that term is a more qualified user and already in a purchasing decision, purchasing mindset.
Charles Lewis
Terms defined in this episode
- Match Types
- Google AdWords settings including broad match, exact match, and phrase match that control which search queries trigger your ad and affect cost per click.
- Long-Tail Keywords
- More specific, multi-word search phrases with lower competition and lower cost per click that tend to attract users who are closer to a purchasing decision.
- Geographic Targeting
- A PPC setting that limits ad delivery by location, including targeting by zip code in AdWords, so ads only show to users in relevant service areas.
- Seasonality in PPC
- Adjusting which keywords you bid on based on the time of year, such as targeting AC repair in summer and heating in winter for an HVAC client.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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