Marketo-DG2DA

PART III: DIGITAL AD TYPES AND AD DESIGN
PAY-PER-CLICK (PPC) SEARCH ADS
PPC Keywords
When creating your PPC strategy,
first determine your keywords (i.e.
what you want to rank highly for)
and then optimize and create ads
for those terms.
This means when someone
searches for those terms, your ad
has a better chance of coming up.
Keywords should be chosen
based on:
• Relevant business goals
• Traffic opportunity
• Competition
Keyword Research
To help you determine which
keywords you should select, try
Google AdWords Keyword
Planner to identify core search
and related terms.
When researching and choosing
keywords, ask yourself:
• How relevant is this keyword
to my website, product,
service, and content?
• If someone searches for this
keyword, will she find my
offerings useful?
• Do we have content to offer
for this keyword, or will we
have to create content?
Consider scheduling a keyword
brainstorming session with your
team and key stakeholders. Make
sure to include key executives from
across the business. After you
brainstorm you should have a solid
list of keywords. Depending on
your goals, you could have 10, 50,
or even hundreds of words.
Additionally, think about the
distinction between early and late
stage keywords. You want your
offers and copy to resonate with
buyers at the right place in their
buying journey.
PPC Strategy Tip
You also want to take into
consideration your cross-channel
campaign strategy. What other
marketing messages are you sending
to your customers, and where are they
viewing these messages?
• Will traffic to this keyword
deliver new business to our
company?