Niche keywords ‘can be more effective’ by Andy Carter
The most popular search terms do not necessarily make the best keywords for search marketing campaigns, according to Yahoo.
Using too many obvious keywords is likely to mean that search marketing campaigns are ineffective, Yahoo has warned.
Writing on the company’s search marketing blog, Yahoo’s Smart Start Team said that marketers needed to remember that there is more than one stage to the buying process.
General search terms, such as a product category, can help to attract consumers to visit a website while undertaking research about a potential purchase.
However, the popular one-word, general keywords are expensive for marketers to buy and do not always attract the right kind of visitor.
The Smart Start Team recommended that people planning search marketing campaigns should instead bid on niche keywords that explain exactly what the product they are selling is.
These are cheaper and more likely to attract visitors who are actively looking to buy something rather than just browsing, they explained.
In order to help identify the most relevant keywords, marketers should think about the kind of terms they would use if searching for a good deal on their products, the team added.
Microsoft adCenter recently advised internet advertisers to remember to take into consideration current trends in their industry when selecting or updating keywords.
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