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captiva marketing
10805 Sunset Office Drive
Suite 207
St Louis, Missouri 63127

Ph: 314-822-3656
Toll Free: 877-227-8382
Fax: 314-822-3734

Keyword Targeting

Choosing Keywords
While it may seem easy, choosing keywords for a ppc campaign can actually be quite challenging. Most new advertisers make the mistake of bidding only on the highest volume search phrases related to their product or service. While these keyword phrases are often very important to a campaign, they typically are more expensive and have lower conversion rates.

Our research continually shows that selecting more specific keyword phrases, branded keywords, and geo-targeted terms provides a much higher ROI. Captiva aids clients in creating more comprehensive keyword campaigns that broaden their reach and decrease the cost per lead.

Keyword Targeting Methods
Yahoo Search Marketing and Google both utilize a number of different methods for relating sponsored keyword ads to the actual search phrases.

There can be a significant difference in the traffic and costs related to one method or another. Choosing broad matching options may generate the most traffic, but often have a lower ROI. More specific matching methods often show better returns, but can fail to generate enough visitors. As such, most campaigns involve a mix of targeting strategies depending on the keywords involved.

Content Advertising
To add even more complexity to sponsoring keywords, both Google and Yahoo offer Content Ads (as supplied through Google AdSense). Instead of showing up in the search results on various search engines, content ads are sold to publishers who place the ads on their page. Captiva account managers can help set up content match programs to drive more traffic to your site, but we typically utilize different bidding strategies. We also recommend setting up tracking programs before allocating advertising money to content based programs.