While it may seem appropriate to gather every conceivable combination of words and phrases even remotely related to your products and/services may seem like you are covering your bases – it is not nearly effective upon implementation. Starting with such a list is fine, but it must be narrowed down to just the ones that specifically describe your products and services.

We have tools and resources that we use to identify a list of keywords that may be appropriate for your business if you need help getting started. Otherwise, we will take your established list and run it through a series of tools to determine how popular the words and phrases are, how many times they have been used as a search term recently and how much the current bid price is for each of them. This allows us to establish an effective budget as well as allows us to appropriate the budget according to capture the best ROI opportunities.

Using the right keywords in a PPC campaign makes all the difference in the world. Non-performing keywords will slow the process, interrupt the statistics being collected from the campaign and possibly eat an unnecessary amount of your PPC budget for no return.

The way we ensure your budget is utilized to get the maximum return is simply by testing. We firmly believe in following what the data tells us. Many companies and individuals forgo testing for several reasons like;

• It takes too long to obtain the necessary data
• They don't know how to interpret the data
• They don't know how to implement the data
• They enjoy risking their marketing funds for potentially NO return
• They love playing pin the keyword on the campaign blindfolded

Whatever reasoning someone has for not testing – it's not a good reason…EVER. Although 30-days is a minimum time period to gather data for testing it is better than continually wasting valuable dollars and getting nothing back. Gathering data for 30-days is never a loss because it reveals what you need to invest money into and what you need to throw away.

A.) Would you rather invest 100% of you budget in high-performing keywords and getting a 200% or more return?


B.) Would you rather invest 100% of your marketing budget in keywords that may or may not perform and maybe get 2%-50% return depending?

Option A is what you get with testing…every time. Signing with Web Equity Services means you will never have to experience option B – we prepare you to get “A” results with every element of our strategy and planning.

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