Buying Keywords, is it for you?
Companies are always trying to get more out of their web sites, and they should. But too many times, when the site isn’t generating enough sales, or leads, marketing executives turn to buying of keywords.
Is it right for you?
You need to seriously think about this before putting marketing money into these types of programs. Yes, it can bring "people" to your site. Notice I said people, not customers, or clients. There is a BIG difference.
The search engines make their millions, or billions on ad dollars. One of those ad dollars is the purchasing of key words. Google has a program called AdWords. It is a bidding process that you do when you want a key word.
A good article explains this in more detail from MarketingProfs.com. They tell you that you need to be careful in selecting, or choosing a word to bid on. If it is too general, such as coffee (let’s say your company sells something like this), then you don’t want that keyword. Of course a lot of people will be typing that word into the search, but that means this word will be very expensive. You need to find a niche or specific coffee that cost of your competitors would not purchase.
After you do all this experimenting, and buying different keywords (hey, did you think you’re going to get a lot of business buying only one keywrod?), you need to track your results and compre it to the sales.
That’s just one thing to consider. Read the article to get the full scoop and then decide.
My reason for bringing this to your attention, is that keyword bidding can be good, but it can be costly. The return can also be good, but at what cost?
I suggest that if you really believe in this media, then be sure to follow it closely.
I also recommend that you have a strong media mix in your plan. Let’s day blogging! I like that suggestion, or other web marketing strategies.