Workshop session from Elena Glyzina, BizzClick Sales Manager

"Actions speak louder then words only when no ROI involved. Keywords rules in PPC business, and one should just admit it in order to make a profit in PPC business."

In BizzClick sales practice we know that every campaign is unique and it takes efforts to make it huge and match all parameters the customer expects us to pay attention to. There are several rules we are up to.
1) To gain good targeted traffic and to scroll all junk.
2) To increase CTR and ROI.
3) To promote brand name as well as the product/service.

To manage PPC e-commerce campaigns we use individual approach and creativity to explore ways to generate keywords list – that is well-known PPC key to success.

We divide keyword list creating into several stages:

1) Creating of term-keywords – The most obvious of all keyword groups, these are the broadest (and usually highest volume) keywords that advertisers can use. For example, if you are selling Dominic Gale high-heel shoes, "dominic high-heel shoes sale" is about as broad as you can get. Plus, you will need all misspelled variants, and brand name variations.
2) Smart selecting of category keywords – Advertisers used to target on this kind of keywords that is only half of the apple they want, because these keywords often cost a lot and not always yield for good profit. For example you sell some product or service that has strong competition on the e-market such as MMORPG game, so you go to different keyword generators and choose short category word – game, mmorpg, play, mmorpg game etc. Then you receive a lot of hits for them, but conversion rate is much lower you expect it to be.
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3) Brand Name keywords– This one is good either for company itself or for its resellers. These keywords typically convert well, but can also be quite expensive. If a company selling  computers  sells Acer products, an opportunity exists with the keyword phrase "Acer computer" and the like. For any company it is very important to promote brand name as well as the product, so I am two thumbs up for adding brand keywords to keyword list.
4) Adding Collection/Product/Part Number keywords – the best convertible group of keyword and is most difficult to manage. If the product list is way long, I usually recommend my clients to divide it by the specific campaigns to track the result of every ad involved.
5) Some words should be dropped about narrow specification keywords–  Well, quite hard part because it is obvious that every product has some parameters and peculiar properties.
For example – red high heel shoes, open-back t-shirt, 32 GB disk, 110 volt recharger etc.
6) How to use, where to apply keywords. – I have strong belief that these category of keywords should be on your list. One of my client sells weight loss product, we have created huge list for him and he gain good results on keywords "how to loose weight", "how to get rid of belly" and so on.

So if you decide to get on the band wagon and create a good keyword list you should remember that it should be relevant to the site, be reasonably popular, and have a high likelihood of – or a history of – converting well.
Anyway, the developing of а keywords list takes a lot of time and patience. In order to create a comprehensive set of keywords, plan on spending at least 8 hours of work if not much more. No one could give you a ball-park figure about how much will it take to develop your first list and from there on it is an ongoing process.