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Part: I Planning a Successful Strategy > Choosing Keywords for Maximum Performa...

Chapter 3. Choosing Keywords for Maximum Performance

Fortunately, choosing keywords that drive qualified leads to your site isn't rocket science. Keywords that don't produce desirable results can be deleted within hours. Variations of profitable ones can be added just as quickly.

The initial process still needs careful consideration, however. A bad set of keywords can kill your campaign if you attract browsers and not buyers. Changes in search engine user behavior, or the competitive landscape, can also alter your conversion rates. Therefore, it's a good idea to review the performance of your keyword universe at least monthly. Spending more money may dictate that you check results more frequently. Keywords fall into two main groups: branded keywords and generic keywords.


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