With the huge number of searchers that are conducted every single day in the United States and around the world, internet marketing has become big, big business. It is estimated that 25% of searches are too ambiguous to determine the intent, 7.5% are navigational searches, another 7.5% are transactional, and 60% of searches are done for the purposes of gaining information on some topic.
Unfortunately, even with all of the tools available to creating and conducting a Pay Per Click advertising campaign, many marketers still fail to reach their target audiences. This can often be due to an unfocused advertising campaign that is set up once and basically forgotten about, or a campaign that does not look at the search process through the eyes of potential customers.
There are four different types of searches that I will summarize in this article. Knowing these can help focus a Pay Per Click campaign and help advertisers cover a wider array of keywords, while varying the ad copy to market to these different forms of searches.
The first type is an explicit keyword . With these types of searches, the user is describing the product or service directly. It may be for a "California criminal defense lawyer," a "Memphis Tennessee plumber," or a "Denver Colorado pizza place." With any of these examples, the keywords searched for describe the product or service in explicit terms.
Secondly, there are problem keywords . These types of searches describe the problem that a product or service can solve. Some examples include terms like "bad alternator Toyota Camry," "ear infection," and "how to cure allergies." Search queries like this describe a condition or a problem that one product or service or another can solve, even if they do not describe the product or service explicitly.
Third, we can look at symptom keywords . Searches of this nature do not describe the problem directly, but only its symptoms. They might include searches like "battery light on in car," "leaking pipe under sink," and "broken water heater." These keywords are abstracted even further from the problem keywords, and indicate the searcher may know something is wrong, but not exactly how to fix it.
Finally, there are product name and part number keywords . These are very specific searches for a particular part that will fix an item, or a product that is designed to solve a problem. Examples might include terms like "ring AP8123815," "Dirt Devil M084650 Red," or "widget number 3870013-a." These terms are especially important for businesses that sell parts and products, for obvious reasons.
Simply keeping these different types of keywords in mind can help marketers focus their Pay Per Click advertising efforts, just by considering the search perspective of their potential customers. Many businesses do not go this in depth with their keyword research, and may be leaving a number of cheap but well-converting bids on the table, which more diligent PPC advertisers can capitalize on.