Pay-Per-Click and Keyword Search Questions To Ask
Many clients have asked MerchantAdvantage questions about how buying keywords on general search engines - as Google, Bing, and Yahoo! Search - translates to using these same keywords when sending their data feeds to shoppping comparison sites, consumer shopping engines, and other comparison shopping engines ("CSEs"), i.e. if an ecommerce merchant is allowed to send keywords in their data feed to CSEs and other shopping destination sites should they use the key word information they have acquired using general search engines to create those keywords?
This is an excellent question and I have a simple answer. Yes.
Eventhough it might be best to know exactly what keyword searches customers use on a particular CSE and shopping destination site directly, I believe there is a correlation between search on general search engines and comparison shopping engines. And besides, you never know exactly what keyword search term a customer might use when looking for your product on a comparison shopping engine.
Therefore, the more keyword search terms you can identify and then send to a comparison shopping engine in your data feed the better. Right? So why not use research and keywords identified from your general search adword campaigns? And besides, it does not cost you anything to send keyword tag identifiers in your product data feed to comparison shopping engines....so the more the better!
So, let's call this process the transitivity game = what applies to one search engine probably can help with another - even if that "other search engine" is focused just on products.
If you like what you are reading, then the following article from eTaildTail friends at Practical Ecommerce will help you identify some of the best keywords that you can also utilize for your product data feeds while provding valuable advice on managing your keyword campaigns.
- Chip Arndt
Practical Ecommerce
By: Greg Laptevsky
August 13, 2009
"If you own or manage an ecommerce business, you may not directly execute your pay-per-click advertising campaigns yourself. Instead, you may delegate the execution of them to an employee or an outside firm. But owners and managers need to know that broad outlines and the successes and failures of their pay-per-click advertising efforts, and to help them with this I've assembled a list of 10 questions to ask the employee or outside firm who executes the campaign.
1. How many keywords do we have running? If the answer is anything less than a few thousand, you’re probably not taking advantage of the longtail game of the business. While there are always exceptions, a few thousand keywords for an ecommerce store are not uncommon when you consider all kinds of product and brand variations.
2. What are our top converting terms (by sales volume and spend)? This one is always interesting....
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