When it comes to pay per click advertising, you should optimize your campaign and each ad around a keyword or key phrase. But which is better?
In a sense, both a keyword and a key phrase can be beneficial depending on a few factors. I think you should be able to use both effectively if you want to succeed at PPC. But when should you use a key phrase as opposed to a keyword?
There’s no easy answer to that question. I think perhaps the best approach is to write two ads, one targeting a keyword and the other targeting a key phrase, and test them against each other. But if that isn’t feasible for your situation then try to determine which of the two has the best ROI potential. You do need to make sure of two things if you use a key phrase:
- It isn’t too long
- And people actually search for that exact phrase
There is no sense targeting a key phrase is no one uses that phrase as a search term. If you have a significant number of people who use a particular phrase as a search term and it isn’t too long to be used in your PPC ad description then it should be a good fit for your PPC campaign.
Knowing the exact keywords people typed and then clicked on your ads is extremelly useful. I don’t know why Google Analytics doesn’t show those keywords instead of the broad match ones. I wrote about this not long time back.