A keyword or a key phrase is a word or a phrase that someone includes in a search query. To be even more specific, a keyword phrase is really a group of words that someone includes in a question. In other words, keywords and phrases are what individuals search for on the Internet.
Keywords are important to advertisers because Google and the other PPC ad networks use these search queries to complement PPC ads to what people are trying to find. This is why you have to specify one or more keywords to trigger the PPC ads you create. The keywords you decide on are compared to the keywords that the search engine's users search for; when someone searches for one of your keywords, your ad is placed in the running to become displayed.
So, for instance, if someone is trying to find the word "pie," only advertisers who bid on the word "pie" may have their ads considered for display. If you haven't specified "pie" as one of your keywords, your ad won't be displayed on this person's search results page. So if you want to target home bakers for your advertising, you need to specify the term "pie" as one of the keywords for your campaign and also include that keyword on the landing page linked to from your ad.
Similarly, if a person is searching for the phrase "pie crust," only advertisers that specify that phrase will register like a match. If your campaign includes the word "pie" but not the phrase "pie crust," it won't be considered a match for that particular query. You need to specify the entire key phrase included in your campaign.
In short, keywords are important because they're what individuals are looking for. If your Pay per click campaign includes the keywords that people are searching for, your ads will display more often and in higher positions than ads from competing advertisers that aren't targeted by those keywords. And if you don't range from the keywords people are trying to find, you might as well 't be advertising whatsoever.
How, then, would you determine which keywords individuals are searching for? It's a real matter of learning how you can think like the customer. In other words, you need to get inside searchers' heads to find out which words they're using in their queries and then specify those keywords for your campaign.
How do you get inside your customers' heads? In the case of figuring out which keywords they use, you can conduct keyword research, using inexpensive keyword research tools. These power tools are software utilities or web-based services that compile and analyze keyword search statistics from Google and (sometimes) the other major search engines. You apply the results from these keyword research tools to determine the most powerful keywords to incorporate on your site.
Most keyword research tools work by matching the content of your website with keywords highly relevant to that content; they've already searched through hundreds of thousands of possible keywords and phrases on the most popular search engines and mapped the outcomes to their own databases. One enters a word or phrase that describes what your site provides, and the research tool returns a list of words or phrases associated with that description, in descending order of search popularity.
For instance, if you have a website that's selling athletic shoes, you might describe your site with the phrase "running shoes." The keyword research tool, then, would return a summary of keywords and phrases associated with the topic of running shoes. Those words and phrases at the top of their email list are the ones that appear most often in search results and, thus, will best improve the ranking of your site on those search engines.
None of those research tools have the freedom; you'll pay anywhere from USD 40 to USD 70 a month to subscribe. Typically the most popular of these tools include the following:
In addition to these paid, somewhat universal, keyword research tools, if you're a Google AdWords subscriber, you can also use the free keyword research tools supplied by Google.
There are two such tools available. Google's Keyword Tool is really a free web-based utility, accessible from the Opportunities tab on the AdWords site. Enter one or more words or phrases that describe your site or just enter your site's URL; the Keyword Tool then generates a summary of focused keywords, along with data about how exactly popular each keyword is one kind of competing advertisers, how many searches are made each month for each keyword, and search trends for each keyword.
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