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SEMrush Blog

Challenges of Keywords Advertising and Marketing Keywords

SEMrush Blog
Challenges of Keywords Advertising and Marketing Keywords

There are lots of ads on the net: graphical ads, textual sponsored links, content match ads, etc. This article is going to be about the challenges of marketing keywords and keyword advertising.

With Google’s search market share closing in on nearly eighty percent, I think it’s safe to say that Google is the dominant force in the world of search marketing. That is one of the main reasons why SEO keyword optimization campaigns focus on getting on top of Google’s search engine rankings and PPC advertising via Google Adwords is used as a way of getting on the first page of Google’s search results.

So what’s the Problem?

The problem many SEO’s face while marketing keywords is that while Google Adwords looks like a simple to use, bid-your-way-to-the-top keyword advertising system, the fact is that it is extremely complicated to use. The problem, most of the time, lies not in how SEO specialists strategize and mark out their territory by choosing specific keywords, but in the way the search giant does things ‘behind the scenes.’ We will touch on the mistakes made by the SEO side but first, here are a few things every SEO specialist needs to know about Google Adwords keyword tool.

Finagling Behind the Scenes?

In reality, Google is doing a lot of coaxes behind the scenes and not all of it is good for the advertisers. Get this: not too long ago, Google beta’d a new feature which they named ‘automatic matching.’ With this, the search giant can automatically grab an advertiser’s excess daily budget and use it to post ads against keywords other than the marketing keywords that the advertiser is bidding on.

Get a Better Bang for Your Bucks:

The following are some things that you could do while choosing their marketing keywords.

  • Always try to create relevant ads and landing pages. Make sure they are focused on your marketing keywords. Stay away from highly competitive keywords in the beginning, like ‘PLC’ or ‘automation.’ Always start small and work your way to the top. As your quality score increases, it will enable you to get a better bang for your bucks.
  • For the best results in keyword advertising, while searching keywords for SEO, be careful with the broad match search terms. Try to focus your campaign more on exact keywords or keyword phrase match terms.
  • Don’t pay for every available impression for your Adwords program. If you do, you’re more likely to pay for all those window shoppers, students, and even for all the accidental clicks that you get on your ad.

Commercial searching is the most dynamic thing on the web nowadays, almost a two and a half business that is expected to rise. But just because the rules of the game have changed, making the process a lot more pricey, doesn’t mean that you can’t get your piece of the pie. The following are some of the tips that you can use in the SEO keyword optimization process.

Keyword Savvy:

Now that major companies have discovered search, the cost of marketing keywords has soared. If you are into marketing keywords, look for the obvious keywords or specific brand names. Ask your customers or vendors what words they'd use to describe your business and the service your company provides. That might help you come up with some creative keywords. Using software such as Word Tracker, Google Adwords keyword tool and others which collects data on most-searched words and phrases is a good place to start off your SEO keyword optimization.


Far too many businesses take a set-it-and-forget-it attitude to searching for keywords. A study found that while seventy percent of respondents used search engines, only eleven percent actually bothered to conduct a detailed ROI analysis. That may not have been a problem in the past. But these days, it's a fast way to lose money. The key is to always use analytics tools like Google Analytics to get useful information on how your marketing keywords are performing, as in converting into customers and making money for your website.

Free Search:

Paid search may be all the rage. But you can still get loads of traffic from free, so-called ""organic"" searches too. You can do that by tweaking your website so that different search engines find it and place it high on the list of their search engine results page."

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