PPC keyword summary
Keywords are, literally, key to pay-per-click. They are, of course, related and share many similarities with keywords on SEO but there some important differences.
With SEO we have a hierarchy of keywords – those, for instance, that apply to the whole site, those that apply to sections and those that only relate to a certain page.
With PPC, though, we often try and run an ad with one keyword, so that the ad can be focused on that one word or phrase and is not subject to any compromise. The landing page can also be built more specifically if the concentration is one word or phrase.
Another aspect is the use, in PPC keywords, of negative keywords. If you are running a flying school you may be spooked by the number of people clicking through on your ad who are looking for a free lesson to see if they want to take on a new hobby. They even searched on "free flying lesson". With Google you can specify negative keywords and here, you would include "free" as one of them.
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