Last week, I talked about some great keyword research tools that should be one of the first steps in any PPC campaign. This week, I want to talk about one of the best keyword research tools that you’re not using: your landing pages.
In any PPC campaign, relevance is key. You need to make sure that there is a strong relationship between the keywords your users are searching for, the ads they see on those searches, and the landing page they see after they click on your ad. The whole point of search engines is to connect people to the information that they need. Provide the right information to a user, and you’ll probably get yourself a customer.
If you have a great landing page but no PPC campaign, I highly recommend that you incorporate your page into your keyword research. This tends to work best for eCommerce websites with very robust product categories. Check your landing pages for brand names, model numbers, specific names for products, whatever. Make sure that your ad groups using these keywords land on the most specific pages relevant to your keywords – don’t be afraid to use keyword-level destination URLs!
This approach has a number of benefits:
- You’ll be able to ensure that each specific keyword search lands on the specific page related to that keyword.
- Highly specific keywords (like model numbers/names) tend to have a very low search volume, and bids aren’t very competitive to ensure they show up in top positions. This will save you ad spend money, and likely lower your cost per conversion.
- You’ll be reaching customers who intend to buy, not just browse. Someone who searches for a keyword like “coffee machine” is probably just looking for prices, or researching different products. Someone who searches for “DeLonghi EC140B Pump Espresso Machine” probably has a good idea of what they want, though, and will likely buy if you have a compelling price or a particularly good offer.
Landing page keyword research isn’t quite as effective for websites that are poorly written and/or organized. But you probably shouldn’t have those kinds of sites on the internet anyway. I’ve seen some incredible success with this method on retail sites, though, so I highly recommend it to any eCommerce retailer starting to dabble in PPC (or to folks like me who have to manage their accounts!).