Everyone today understands that pay-per-click and search advertising must include relevant keywords.  Nevertheless, it is important to understand that as effective as good keywords can be, improper keywords can be detrimental.  It is important to remember these 7 tips when designing your search and pay-per-click marketing campaigns.

Tip #1:  Do Keyword Research.

Research keywords through a service like Google’s Adwords Keyword Tool. This tool is invaluable for keyword research and decision making.  Through their comprehensive search platform, businesses can find relevant keywords based on competition and number of local monthly searches.  The tool helps you make an informed decision on the best keywords to increase visitors to your site.  The key is finding keywords with low competition and high search volume.

Tip #2:  Push The Fact That You Are Local.

As a local business, you want customers in your area to be able to quickly and easily find you.  Your keywords must include geo-targeted information.  It is not enough to include keywords about what you do; you must, as a local business, include city and even zip codes in your search advertising campaigns.  Identify areas or neighborhoods in your area that house your potential customers and use that information to drive business to your website.

Tip #3:  Recognize How You Search.

When selecting keywords for your advertisements, consider how you search for what you are looking for.  What words would you type in? Instead of thinking like a business owner, think like a potential customer.  If you offer a wide array of products and services, you can highlight different ones in different advertisements.  The keywords you select for your advertisement must be represented on your website.  If your advertisement text indicates you repair water damage, make sure that your website clearly identifies how customers can find information on repairing their water damage.  Do not just assume they will understand that your primary business is water damage repair.

Tip #4:  Include Adjectives, Descriptors, Unique Identifiers.

Consumers are getting more precise in their searching.  Because of this, it is important that your keywords capture what they are looking for.  For example, if you sell boots, instead of just having “boots” as a keyword, select unique descriptors such as “motorcycle boots”, “horseback riding boots”, “hiking boots”, or “work boots” to help customers seeking a specific type of boot find you.

Tip #5:  Go Negative.

In search advertising, you can include words in a negative keyword list.  Identifying negative keywords in your text advertisements can help customers weed through you and your competitors and it is one of the ways that can help differentiate your business from the others.  If you offer products on the lower end of the scale and your typical keyword phrases include words like “cheap”, “budget” or others, you may want to add to your negative keyword list words like “luxury”, “expensive” or high-end”.   

Tip #6:  Include Questions That Your Business Answers.

Some consumers phrase their searches as questions because they are looking for a particular solution.  Someone that searches for “how do I install tile in my bathroom?” is most likely looking for information on installation as well as the tiles, grout, and equipment.  Consider what solutions you provide to your customers and then create keyword phrases that answer the questions your customers are asking.

Tip # 7:  Use Long Keyword Phrases.

Instead of a single word or two, a long keyword phrase, aka “long-tails” can drive more relevant potential customers to your site.  They also have the additional benefit of costing less because they are typically less competitive than generic keywords.  However, if your goal is to turn visitors into customers, this tactic can provide you with higher quality leads leading to higher revenues.

Push Local specializes in online marketing for small businesses including plumbing contractors.  Our services include search engine optimization, pay-per-click advertising, map marketing, and local directory submissions.  Some of the organic terms we go after for plumbers include: Oceanside plumber, Oceanside plumbing, Oceanside flood service, Fallbrook plumber, Fallbrook plumbing, and Fallbrook flood service. Push Local has shown continued success marketing for plumbing contractors with a clients currently ranking number one for their targeted organic search terms.