Keyword research and how it can make or break a campaign.
Performing keyword research is crucial when it comes to pulling in traffic from either a marketing campaign or a PPC campaign. Not doing your research prior to putting up your website or a new page on it, will usually result in you getting annoyed. You will get annoyed because you will usually expect hundreds of visitors a day through one keyword but instead you're getting none.
One of the easiest ways to do keyword research is to log into your Google Adwords account and set up a dummy campaign for your website. You can input a list of keywords, or just one, and figure out the estimated searches based on the last 6 - 12 months. This is pretty amazing because you can literally see how many searches (roughly) there have been for a specific keyword and you can decide to target it or not. Now just because they keyword gets less than 10 searches a month doesn't mean it's worthless. There have been numerous times when I've targeted an extremely low searched keyword and optimized for it, then it starts getting a good amount of searches and I capitalize on it because none of the bigger companies targeted it until it was popular.
Don't target just the big keywords, show some love to the little guys/girls as well lol. Just because a keyword only gets a hundred searches a month doesn't mean it's garbage. Little keywords like that can be absolute goldmines and triple your profits in a short amount of time. The beauty of these keywords is that you can usually get an ad running for them at a fraction of what it would cost to target your main keywords. Paying $0.10 per click for maybe 100 clicks a month is much more enticing to me than paying $1.00 a click for 500 clicks a month lol Some of you just thought "why wouldn't you get 500 clicks for the $0.10???" well that's because there just isn't the same amount of traffic to the smaller keywords. I could set my bid at $1,000 a click but it might only take $0.10 per click and send me 100 visitors a month. As for the 500 clicks for $1.00 a pop, there would be much more traffic to those types of keywords and they would cost a bit more because they're more popular. A simple rule to follow is that the more searches a keyword gets per month, the more it will cost per click. Find the little golden nuggets and scale them up until you are always on top and you don't have to worry about your competition You can find 10, 20, 30 or even 100 of these and pay 1/10 of what you would targeting the same amount of high trafficked keywords
After you find those little golden nuggets you'll want to put it into action on your own website(s). Because what's the point of doing great keyword research if you're not going to put it into action, right? Write up some optimized articles and be sure to do the other basic on page optimization such as titles, header tags, descriptions, etc. Now you have the right keywords as well as a good content campaign running, you will need some off page optimization for these newly created pages on your website(s). The great thing is that you don't have to do much for these pages in order to rank them high. Since no one is really targeting these keywords just yet, you won't have much competition out there and you should rank much quicker than when you're targeting your main keywords
I hope this post helps someone out and they save some cash when running a PPC or SEO campaign Just be smart and do your research before you do anything and it will usually pay off in the long run