Keyword Selection Strategy
I was off from my blog for quite sometime now because of my busy schedule to streamline certain parts of online marketing. Over the past 3 weeks, I learnt that how important is to select your top keywords and where to positioned them in Paid Search.
First I share little background as to what was happening and what made me think to change my strategy. It all started with a campaign, where we were getting good impression share (IS) but conversion were next to nil. Conversion depends upon your website performance but it also depends, from where you were consuming your impression whether they were on broad, phrase or exact keywords.
We did one test, captured all the keywords (Exact) with maximum impression share and started bidding on aggressively on those so that our Ads should appear on top for those keywords all the time as those are customers preferable keywords while searching for any product online.
Two Benefits gained-
1. We thrashed out those broad keywords and saved monies
2. Our presence is felt each time in Google and give us lesser CPC going forward
One Negative thing-
1. This may reduce your Impression Share (Anyways incurring cost) and clicks so overall traffic may take a hit. But if you research and add more and more exact keyword then you can build your list and gain traffic.
Net result, conversion started coming in at a decent cost. I can say with confidence after all this that nothing is there are no written tactics anywhere, one has to try, test and learn.
Good Luck 
Tags: keyword research, keyword strategy