• Selection of keywords and phrases that are being used to locate information about your product or service
• Writing ads that will grab the attention of searchers when they are presented
• Developing landing pages that are focused on the key phrases you’ve selected
• Providing what they expected on landing pages, plus what you need for conversion
• Managing and adapting to increase CTR (Click Through Ratio) and relevance to get a higher quality score, better positions, and lower costs per click

It isn’t rocket science, but it is definitely a process that can be done wrong, wasting huge amounts of money with poor results.  Let’s start with the first item, selecting keywords and phrases that actually are being used by searchers to locate information about your product or service.

The Google Keyword Tool is what I use the most, as I’m committed to Google Adwords as the most prevalent key phrase marketing system on the Web.  There is another tool, their search-based keyword tool which is a good one if your product or service isn’t local.  It tends to suggest phrases that would be too broad for say a real estate agent, who must keep their budget tied to those looking for homes in a specific area.

So, using the regular keyword tool, we want to locate keywords, actually mostly phrases, that searchers are using to locate our product, service, and information on them.  Too broad, and we spend too much money, too narrow, and we reduce our results and business.  Here’s a quick introductory video on using the tool for a real estate phrase search (use small rectangle icon bottom right to enlarge to full screen):

[important]There’s more on this topic, plus a video, in the Premium Content below the Related Artciles.[/important]

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