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Search and Keywords

In this section we will be discussing the importance of keywords on a search engine platform.
Searching for Keywords
© RMIT University 2017
Two major search and keyword masters are Google and Yahoo!/Bing. These can be great advertising partners for an online business.
Google AdWords
Designed to assist in marketing products and services inside Google’s SERPs and associated sites, Google AdWords uses ‘text ads’ that appear as a ‘sponsored link’ when either a predetermined keyword or phrase related to a particular product is searched.
A rather cost-efficient means of advertising, Google AdWords uses a PPC approach, whereby advertisers only pay if their ad is clicked on. Advertisers bid on numerous words and phrases related to a particular product or service in a hope to reach large segments of the market.
Perfect for use with budgets large and small, Google AdWords provides advertisers with complete control over where and when their ad is displayed and the cost per click.
Yahoo!/Bing Search Marketing
Similar to AdWords, Yahoo!/Bing Search Marketing provides advertisers with the ability to manage promotions across both the Yahoo! and Bing platforms.
You need a set of keywords relating to your product or service, proposed advertisement and budget per click. Advantages include older demographics ( younger marketers reportedly use Google), more receptive exposure and it is more cost effective for those with smaller budgets.
Many new entrepreneurs are confronted with trying to select the best option for their online business. Selecting the right platform will depend entirely on your type of business and your target audience. Remember – for keywords to be successful you have to get into the minds of your target consumers. Think about the demographics, psychographics and behaviours of your market – perhaps the best approach will be to use a combination of both!
Activity
Develop a list of 10 keywords that relate to your own online business.
Post your ideas and thoughts into the Comments section.
(Don’t forget to add these into your Digital Marketing Plan as we will come back to them later.)

© RMIT University 2017
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