Both SEO (Search Engine Optimization) and PPC (Pay Per Click) require keyword research as part of the preparation stage. While some of the methods are similar, there are major differences when conducting keyword research for PPC when compared to research for SEO purposes. You will typically need to use different tools and certainly need to ascertain different information. A good SEO keyword may not be a good PPC keyword and vice versa; these two marketing styles should be treated separately in every aspect of the campaigns.
Individual Campaigns
Not only should you treat each page of your website as a separate campaign, you will need to differentiate between each keyword or key phrase you use on each page. This helps when it comes to optimization of your campaign because you can concentrate on the profitable keywords and avoid those that lose you money. Every website is different it targets a separate set of demographics, offers different products, and uses unique content. Therefore, every site will have its own unique PPC campaigns to gain the greatest success and the best possible ROI.
Categories And Top Level Keywords
Before you begin using any...
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