More targeted keywords ‘lead to more sales’

More targeted keywords should be used in companies’ accounts to gain sales from pay-per-click advertising, it is believed.

Around ten to 20 minutes a day spent on reviewing new keyword concepts can help pay in the long term, according to Greg Laptevsky, writing for Practical eCommerce.

There are a number of helpful tools that can aid people analysing keyword concepts, such as Microsoft’s Keyword Mutation Detection, says Mr Laptevsky.

It is the cheapest and simplest “way to squeeze extra juice out of your PPC [pay-per-click] campaigns is to sprinkle misspellings across top performing campaigns”, he explains, suggesting that Google’s search-based keyword tool is also useful.

The best way of setting up a successful pay-per-click scheme is to “capture maximum traffic share” and then turn visitors into paying customers, the writer adds.

Practical eCommerce was established in July 2005 by Kerry and Joy Murdock and it looks to provide advice to small businesses do well online.