As a small business owner or employee, you’re always looking for ways to expand your business. Most likely you have a website and you’re heard about Pay-Per-Click(PPC) advertising on Google or Yahoo. You decide that it would be great if you could put your advertising in front of internet users right when they are searching for your product. But what are your potential customers searching for?
Do Some Keyword Research
The key is to find keywords that are related to your business AND that are being searched regularly. A great tool to find out how much your keywords are searched each month is the Google Keyword Tool. You can type in a few sample keywords that you think are related to your business, or, if you choose the 2nd radio button, you can put your own URL in the box and Google will tell you what keywords it thinks your website is related to.
As an example we’ll pretend I’m an Idaho florist, so I think it makes sense that people might be searching for “Idaho florists”. So I type it in.
And I get some results, but I want to see all the data Google has. I select Show All from the drop down:
And now we see some good information:
So What Does This Mean?
First we notice that there are over 2,000 local searches for idaho florists. That’s 67 potential customers every day. Then we notice that a lot of searches include the name of a city (ie rexburg idaho florist or nampa idaho florist). Hmm. We probably should look for cities close to my mom’s florist shop or this isn’t going to work. “Florists in Pocatello Idaho” only gets 12 searches/month, but someone I can help this person. Write this one down. Actually, what if we run the search for Pocatello florist instead?
As you can see, now I’ve found some terms that get more searches AND these are people looking for a florist in the area. BAM! Take some time and run a few of these searches. Write down the best terms because these are one of the primary ingredients for our small business PPC campaign.