How to Use Keywords in Your Online Ad Campaign -
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How to Use Keywords in Your Online Ad Campaign
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With the majority of consumers now turning online when they need to research products or services to buy, online advertising is a great way to attract attention for your small business. What’s the secret to success when it comes to an online ad campaign? The key is in the keywords.

So how can you discover which keywords will work best to get the most clicks? Here are some tools to check out.

Google recently replaced its Keyword Tool with Keyword Planner. Use it to enter in keywords you’re thinking about using, and you’ll get estimates on how well they’ll perform and how many clicks they’ll generate. You can search for keyword and ad groups ideas based on terms that are relevant to your product or service, your landing page, or different product categories. You can also find “negative keywords”—keywords that might seem like they’re related but actually aren’t relevant to your business. When you add those terms to your ad as negative keywords, it ensures that people who search on those terms won’t see your ad, so you won’t be paying for clicks from people who aren’t relevant as customers.

Keywordspy is another useful keyword research tool; it has a free option with a variety of features. One that’s cool is the ability to plug in your competitors’ domains and see what keywords they’re spending the most money on. This can help you see what’s working for them…and what could work for you.

Finally, check out SEMRush. Its free option has a nifty feature that shows you how many other website pages use the keyword you’re looking at. It also suggests related keywords to consider using or words that you may want to use as negative keywords.

As you are choosing keywords to use in creating your online ads, you’ll want to be highly specific. This serves two purposes. First, it saves you money, because the very general keywords that attract tons of clicks are typically quite expensive to buy compared to more specific keywords. Second, although specific keywords will attract fewer customers, they’re more likely to be highly targeted customers who are actually looking to buy what you sell. After all, who wants to pay for users who click on your ads, but click off your site because they don’t really need your product or service?

What if you end up with so many keywords you’re not sure how to fit them all into one ad? Don’t panic. Instead, create different ads to reach different types of buyers. For instance, if you sell women’s clothing and accessories online, you could create one ad for handbags, one for shoes, one for belts and so on. You could even subdivide further into leather handbags, fabric handbags and so on. Each ad should then link to a landing page on your website that goes to that type of product. This way, you’ll help funnel shoppers directly into the place on your site where they’re most likely to take action, as opposed to just driving them to the home page, where they may struggle to find what they were looking for.

Using keywords can seem confusing at first, but with a little research, practice and feedback, you’ll quickly learn the ropes.

Get more help from’s pay-per-click marketing solutions.

Rieva Lesonsky

Rieva Lesonsky

Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship. Email Rieva at, follow her on Google+ and, and visit her website,, to get the scoop on business trends and sign up for Rieva’s free TrendCast reports.
Rieva Lesonsky

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