When was the last time you reviewed the keywords you are using to target traffic and referrals to your company’s website? Do you even know how to find the best keywords for your online ads? Keyword management plays an essential role in creating and optimizing an accurate data base for your company’s Pay-Per-Click (PPC) campaigns. This type of campaign management has various approaches and elements that need to be considered routinely to ensure you are getting the most out of your advertising budget each month.

“Keyword management is such an all-encompassing term, it’s no surprise that there are so many questions about the practice,” Dan Grossman, Senior PPC Account Manager at Intertwine Interactive, said. “Between auditing your current keyword portfolio, analyzing search queries for new keywords, and keeping negative keyword lists updated, clients can get overwhelmed at the thought of beginning this process.”

So what exactly are keywords? Keywords are specific words or phrases that users input into a search engine to find information or a specific product they are looking for. To ensure you are spending your advertising budget wisely, you need to be sure you are bidding on the correct keywords and grouping them accordingly.

“It’s easy to get bogged down and overwhelmed with this important work which is where we step up to the challenge to ensure your PPC accounts are running efficiently,” Grossman said.

Making sure your company’s keywords are correctly managed as they grow and become more granular has a number of benefits for your company’s ROI. Having your company’s PPC campaigns managed by a professional can help move your advertising efforts toward a high Quality Score. What exactly does that mean? A high Quality Score is a Google rating that focuses on the overall quality and relevance of your keywords within your company’s PPC ads. If your ads are proving to meet the needs of users, a high Quality Score is rewarded with a lower minimum bid for the keywords that best represent your business.

This score is just one aspect used to determine what your cost per click (CPC) would be for your ad rank during the auction process. Having a high Quality Score on your campaign will also have a direct impact on your company’s cost per conversion, the cost your company pays when a user takes action on your website such as filling out a contact form or making a purchase. Simply, the higher your overall Quality Score, the lower your cost per conversion will be.

“More than a ‘do it once and forget it’ notion, keyword management is a constantly evolving process that grows with your business. Here at Intertwine, we try to communicate all of these processes directly with the client and help them understand the importance of ongoing account management,” Grossman said.

Contact our PPC team today to learn more about keyword management and what it can do for your business!