The beginning of pay per click is depends purely on research. There are mainly two types of research in PPC. Keyword research and competitor research. Market research will come under keyword research only. What you think? Which research is more important? Keyword research or competitor research? I think they have the equal importance in PPC management. You have to do some prior research before you start your first campaign.

Keyword Research

Keyword research is simply the selection of best performing keywords which can bring visitors to your website. You may have wasted thousands of dollars on page ranking and conversions if the right keyword phrases are not targeted. Keywords are the back bone of both PPC and SEO. Even if you attain high search engine rankings, you may not get appropriate traffic if the selected keywords are not right.
You can see more about keyword research in my blog post here.

http://www.searchenginegenie.com/pay-per-click/2008/06/importance-of-keyword-research.html

Google's external keyword tool is the best tool to check the keywords and their average search volumes. Filter 10-20 keywords which you feel most relevant to your business.

Competitive Research

Now make a search for each of those keywords using both broad match and exact phrase match. See what your competitors are targeting and advertising for. Do organic searches to find that. Check who is ranked high in the organic search listings and still paying for top placement with their paid search ad. Those are your most competitive competitors. You can go to their websites and do more research. Please don't click on any sponsored search ads. As you don't want people who are not interest in your sales/service to click on your ads, give the same importance and respect to your competitors also.

After completing these stages, you can go for a deeper and comprehensive research.

Labels: google adwords, MSN adcenter, yahoo search marketing

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