This can be done by capturing the terms that users search. Many sites have their own search feature. The user can input search words into the search box and find content that interest them. These search boxes are very common and popular on news sites, blogs and vertical search engines like Hotels.com or Expedia.
Another way keywords are captured is by looking at domains. When users visit specific sites the domain becomes part of the users profile. Domains that are relevant to a businesses products or services can and should be used as keywords.
Yet another way keywords data is through page visits. Google, Yahoo and Bing all have search boxes and we have all typed in searches. While Google, Yahoo and Bing to not share their search data it is possible and with good accuracy lean the interest of prospect and target them to make them a customer. How does this happen? After we click on one of the results that Google provides, the keyword we just searched for appears in the url. And because the url of every page visitor is captured this is additional keyword data and it build a profile of this user. This will apply even if the user comes from a page that does not share its data, like Google, Yahoo and Bing.
And when there is no search done at all keyword data is captured based on contextual phrases on the web pages that uses visit. As an example when you on a page and you see something that interest you and you click on that link your taken to content that you have interest in. Even though the user never did a keyword search because they clicked on the link the publisher can determine that this user has interest in the information that the link provided. This is why it is so important to include keyword contextual targeting along with keyword search targeting campaign.
Best practices would be to use short 1 to 3 word phrases. Yes long tail keywords are effective in search engine marketing campaigns they are harder to deliver impressions for targeted display. Quantity of keywords is usually better, the more the better. Our technology will keep track of all the keywords and tell us which keywords are performing the best so we can focus on them. This allows us to focus on the top performing keywords and increase the budget for those keywords so you win out over your competitors. Don't know what your keywords should be, no problem BroadProximity can help you create a robust keyword list. It would also be a good idea to include relevant domains in the keyword list. Make your competitors names part of your products and service list.
Contact our virtual team of dedicated advertising experts who can answer your questions and help you start achieving your goals.
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