Types of Keywords
in this chapter, we will talk about keyword strategies and some best practices. Their keywords are critical to your search strategy. These are the terms that you'll be bidding on. And so therefore your selection of keywords, Search terms and phrases will be indicative of the type of traffic you drive to your website or the type of sales or leads that you capture through these campaigns. Keywords are also going to help you indicate the likelihood of conversion of your campaign as well. Keywords come in various lengths and categories. The most popular way that we categorize keywords are through high medium and low intent keywords. We also talk about keywords sometimes in the form of branded versus unbranded and short versus long tail and I'll go through each of these in a second. So when it comes to looking at purchase intent or conversion intent, what we know about keywords is that at the very top of the funnel, before people are convinced about your specific product or service, they're...
searching for things in general. I mean they're looking for information, they might be asking some questions if they were thinking about buying a television, like the example you see on your screen, they might be typing in what Tv is best, plasma or LCD. So they're not really sure about what they're about to purchase, that's what I would call a low intent keyword and that falls at the very top of the marketing funnel where you want to drive awareness, you want to generate some interest. But that's before people are even thinking about your brand, these are unbranded keywords most of the time when people start to learn about your brand or your products and they become a little more ready to convert. They might start to use search terms like discount TVs or TVs on sale or maybe even the best store to buy a tv. This is when they're starting to think about making their purchase and it's at the middle of the funnel or the consideration phase of the marketing funnel that you'd want to start using some branded keywords. This is where you might want to start integrating, not just the product name but also your brand name. So that as people are considering televisions, they might also be considering your brand of television. And then finally at the bottom of the funnel, when intent is the highest, So this is when they're ready to make that purchase. When the research has actually turned into something that's actionable, they'll be searching for terms like by a 70 inch television or where to buy a specific model number of television. These types of phrases are very, very specific and they also indicate that someone's literally ready to press purchase or take out their credit card and buy a television in their online or in the store. This is where you would certainly want to run, not just branded keywords, but something called long tail keywords where people are using more words and phrases in their search, it's the long tail keywords and the lower funnel keywords or the high intent keywords that generate the highest return on your investment.