Keyword ads are an essential ingredient for any offsite marketing campaign. Keyword ads placed strategically in search engine results can help drive new targeted traffic to your website, improve brand recognition and land your brand in front of search engine users who are primed to make a purchase. Unfortunately, many business owners are unaware of how important offsite marketing keywords are when it comes to generating new leads. This guide will cover the basics of finding relevant keywords and using them to their maximum potential in your marketing efforts.
Long-Tail vs. Short-Tail Keywords
One of the most important things to understand about offsite marketing keywords is the major difference between short- and long-tail keywords. Short-tail keywords are typically composed of one or two words that are relevant to your brand, such as “autobody shop” or “tailor.” The major disadvantage to short-tail keywords is that while more people are searching for them, there is also far more competition in search rankings. Unless your brand is remarkably niche, you will have a difficult time ranking for most short-tail keywords. On the other hand, long-tail keywords are specific enough to reduce the competitiveness while increasing utility and making it easier for search users to find your website.
Using Local Offsite Marketing Keywords
Your greatest advantage as a local business is the ability to use long-tail keywords that are relevant to your locale. For example, “North Hampton tailor” or “West River Kentucky cleaners.” Not only should these relevant long-tail keywords be found throughout your website, but in your offsite advertisements as well. For help coming up with relevant local keywords, look at the types of keywords you already use in your blog posts. In many cases, the best keywords are the ones that occur to you organically while writing about your brand or services.
Optimizing Your Social Media Accounts
Because social media is such a great resource for generating customer interactions and new leads, many business owners put their social accounts on autopilot. An effective offsite keyword strategy requires the use of relevant keywords on social media as well as on your website. Whenever you share links or original content, be sure that there are quality long-tail and short-tail keywords in your posts. This will not only help users on Facebook and other social platforms find your posts and your business page, but it will help your social pages rank in search engine results for those keywords as well.
Use Directory Listings
Directory listings are an often overlooked use for offsite marketing keywords, especially highly reputable listings, such as those offered by the Better Business Bureau. Local directories tend to rank highly in search results due to their utility to search users looking for a certain type of business. For this reason alone, it is a good idea to diversify your local SEO strategy by submitting your website to relevant local directories.
Abandon Ineffective Keywords
Any effective offsite marketing strategy should involve the use of A/B testing, or pitting one advertising campaign against the other. Don't be afraid to leave behind keywords that prove ineffective while focusing on those that generate the highest return on investment. Data is one of the greatest advantages you have in online marketing, and over time, you will be able to reduce spending on ineffective keywords.
Think Like a Customer
To maximize the effectiveness of your offsite keywords, it is important to think like a customer typing a new query into a search engine. Business owners often have one way of thinking about a topic, while consumers think about the same topic in significantly different terms. Some of the most common consumer search terms are related to price, location and access, such as 24-hour availability of a service. Incorporating these elements into your keyword advertisements will help consumers find your ads more easily. For example, “Texas locksmith” is not nearly as targeted to a consumer's needs as “24-hour locksmith Katy Texas.”
Utilize Every Character
All advertising formats have some form of character limit, so it is essential to make each one count. Whether you have purchased a boosted post on Facebook or invested in a Google AdWords campaign, marketing copy is the key to turning viewers into clickers. Give consumers a reason to interact with your ad, such as offering a money-back guarantee, a free trial or an ad-exclusive discount. Numbers also go a long way towards incentivizing consumers to click. “30-percent discount on new orders” is a far more compelling advertisement than “winter sale happening now.”
If you are ready to take your keyword ads to the next level, call Brandgy today at (352) 578-2000 or email us for a consultation. We will work with you to develop a winning marketing strategy for your business, including the optimal use of offsite marketing keywords and consistent branding.