How much are your keywords worth?
For many businesses, a key objective of online marketing is to rank as high as possible within the Google search engine. Whether it is through organic search results or paid advertising – a lot of the traction for Google’s algorithm is based on keywords and content.
Frequent monitoring and updates of your businesses’ keywords for paid campaigns are vital. It is important to keep an eye on your competition and see what they are willing to pay for certain terms and phrases as well as understanding how customers search for your specific product or services.
The SEMrush info-graphic of ‘The One Hundred Most Expensive Keywords On Google’ (below) clearly defines that the larger and higher volume customer based businesses are paying top dollar. While this analysis is based on the US market, it’s not surprising to see Insurance, Financial and Legal services high on the list given their consistent client base and revenue models..
What about start-up businesses and niche digital businesses? What is a reasonable return on investment (ROI) for a keyword in your paid campaign?
Digital paid advertising will not hurt your bottom line if done correctly. The key is to ‘Define & Refine’ – these two words should be always TOM (Top of Mind). You don’t need hundreds of keywords to gain momentum and increase traffic to your site, but you do need to be as specific as possible about your business products and target audiences. Think of your business from the viewpoint of your customers – what would you search for if you were looking for your own site? Applying the ‘Define & Refine’ angle with your paid campaigns will allow you to stay within a decent budget and maximise your site’s traffic and engagement.
Define the top 10-20 keywords for your business and review the traction on a daily, weekly and monthly basis. You will gain a better understanding over time of the words that work best in attracting clicks from for your new and existing customers.
Refine the existing keywords down to the Top 5 to 10 words. Expand on the successful keyword with extended phrases rather a single word. For example if you had a successful keyword in “shirts”, expand on this by extending the phrase to coincide specifically to your business products/services (for example, “cotton shirts”, “business short sleeve shirts” or “pinstripe business shirts”).
Embedded from SEMrush Blog