How do you choose keywords for an SEM campaign?

When you are doing keyword research for SEM, the best way for customer conversion is to first select keywords based on six categories –

  1. Brand terms
  2. Product terms
  3. Competitor terms
  4. Substitute product terms
  5. Complementary product terms
  6. Audience terms

After specifying keywords for each, you further categorise and use them in four different ways:

  1. Broad match keywords – These can be singular and plural forms, synonyms, and/or similar phrases.
  2. Phrase match keywords – These are phrases that come before or after the keyword.
  3. Exact match keywords – These keyword phrases match word for word with the target keyword.
  4. Negative match keywords – These are the variants of broad match, phrase match, and exact match keywords that you want to exclude from your campaign.

I hope you find this information helpful…see you on the next topic