Pay-Per-Click-Marketing revolves around the use of keywords. Generally, these are the words that lead to your ad being displayed upon typing them into Google. In fact there is actually a small difference between keywords and a search query: keywords are determined from several search queries revolving around a certain product or topic.
Let's say you are searching for a product such as drones on Google and type a search query such as 'buy drones'.
The displayed search result is based on the string of words that you actually typed into Google, i.e. 'buy' and 'drones'. The text ads, which are displayed alongside your search results are marked with the encircled word 'Ad'. The reason that text ads show up is because a merchant has previously placed a bid on the keyword 'buy drones'.
Appropriate keywords need to target appropriate potential customers. Google's keyword planer is a useful tool to observe trends around your products. This together with software by easymarketing allows your keywords to be grouped and constantly adapted and modified. Keywords are structured into so-called ad groups based on general topics.
To lead a successful PPC campaign it is paramount to predict the correct keywords at which your ad will be displayed to the potential customer. easymarketing helps you define your keywords and groups them in an organised manner. A bid is placed on precisely selected keywords and the cost per click is intelligently set.
Addtionally, negative keywords need to be defined and filtered. Negative keywords are keywords, which are irrelevant for your product or offering. By defining negative keywords your campaign is adapted to a user's search and you avoid your ad being displayed at unwanted search queries. easymarketing decides how relevant your different keywords for all your products are and refines them.