Keyword targeting is using keywords relevant to your product or service in website and ad copy to achieve a top listing in the search engines. Proper keyword research is vital to determine which keywords your business should be targeting.
Keyword Targeting shows your display ad or video ad (not a text ad like paid search ads) to people who search your keywords OR visit webpages that contain your keywords.
Here’s how Keyword Targeting works. When a user types in a keyword(s) in Google, a search engine results page appears with both paid ads and organic listings. When the user clicks on a result in the organic listing and goes to the webpage, if it has an ad widget, your display ad could be shown. Or, let’s say they didn’t start with a Google search but went to a website that contained the keywords you want to target – again, if that webpage has an ad widget, your ad could be shown.
If you (or if you have clients who) are doing Pay-Per-Click – think about Keyword Targeting as a more cost efficient and effective alternative. The benefits of going this direction are huge!
• You could be on relevant websites with a display ad not a text ad
• You are not competing against national brands for the same keywords, which bids up the cost of PPC
• Your text ad isn’t listed on the results page alongside your competitors
• The cost is usually dramatically lower than paid search ads
Keyword Targeting allows you to be in front of people as they are searching and comparison shopping. Why is this important? Well, only 2% of consumers do what you want them to do (convert) on their first visit. 98% are still shopping, they are still “thinking about it.” Yet, you are paying (substantially) for every single click when you do paid search ads.
If you are currently running a PPC campaign – consider running a Keyword Targeting campaign to accompany it, and compare the difference.