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| What is the difference between PPC keywords and SEO keywords? |
To gain an edge in online marketing, you need to win the keyword game. This is because, as you can see from the diagram that summarizes the scope of online marketing into 8 broad categories in Smart Insight, most of the online marketing is related to keywords.
Many marketing fields, such as content marketing, blog marketing, brand slogan, search engine optimization (SEO), and keyword advertising, are particularly closely related to keywords. How do I find keywords? In particular, what is the difference between keywords used for keyword advertising and keywords used for search engine optimization? In this post, we will take a look at the characteristics of keywords for keyword advertising and search engine optimization.
PPC Keywords
Many companies are already operating keyword advertisements in target search engines such as Google AdWords and Naver Search Ads to market their products and services. Keyword advertisements are also called various terms such as PPC (Pay-Per-Click) advertisements, CPC (Cost-Per-Click) advertisements, and search advertisements. . (PPC, CPC, and search advertisements have subtle differences in meaning depending on the dictionary meaning of each term or how the search engine defines each term, but they can all be treated the same in terms of operating advertisements using keywords. .)
Because PPC keywords are used by people who operate advertisements after paying for advertisements, advertisers expect high conversions through PPC keywords. According to Wordstream, the average cost per click announced by Google AdWords is $2.32, which is about 2,700 won in Korean Won.
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| What is the difference between PPC keywords and SEO keywords? |
Advertisers want to run ads by finding keywords that people who actually want to buy can search for because it costs on average as low as 300 won and as high as 6,000 won each time people click on an ad, although it varies by industry. . Otherwise if you select any keyword and run the advertisement, you will not generate any revenue and will only pay the advertisement cost.
However, in reality, it is not easy to know in advance which keywords lead to higher conversions. Of course, considering the search intent, keywords such as 'recommended eye cream for women in their 20s' are more likely to be converted into purchases than keywords such as 'order of applying cosmetics', right? The latter is more likely to be searched purely because they want to know the information on the order of applying cosmetics, while the former wants to purchase an eye cream, but it can be seen that the intention is to purchase it by searching information online about which eye cream is good.
In conclusion, understanding people's search intentions, selecting keywords related to purchases, and operating PPC advertisements will help increase the effectiveness of advertisements.
SEO keywords
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| What is the difference between PPC keywords and SEO keywords? |
The key to search engine optimization (SEO) is to understand the algorithm of the search engine to equip the technical elements of the website and to compose the content of the website by understanding the user. Search engine optimization uses keywords strategically to create each web page's title, meta description, image tags, and the actual content. If the keyword strategy is successful, the website will be displayed at the top of the Google search with the keyword selected by the marketer and will lead to a lot of web traffic.
SEO keywords for this purpose use a wide range of keywords, including keywords that are directly related to purchases as well as keywords related to information. For search engine optimization, keywords that reflect the purchase intention of 'recommended eye cream for women in their 20s' are good, but information-searching keywords such as 'order of applying cosmetics' are also very good. When people search for cosmetic-related information, if your website ranks high in their searches, more people will know about your company, brand, or product, which will increase your awareness.
Also, if your website contains a lot of useful content, your website visitors can convert to consumers by browsing through pages and making a purchase. Therefore, SEO keywords are frequently searched by target customers and it is important to discover various keywords that are relevant to your business.
practical tips: PPC keywords and SEO keywords
- 1. PPC keywords focus on keywords that reflect purchase intentions!
- Keyword ads are billed per click, so look for keywords that are likely to convert to a purchase.
- 2. SEO keywords use a variety of keywords regardless of your search intent!
- When looking for SEO keywords, it is important to find and use various keywords related to your business that express the content and goals of each web page well.
- 3. Increase the ratio of long-tail keywords to PPC/SEO keywords!
- Long-tail keywords are keywords that are used less frequently, but express the user's intentions in detail. Using long-tail keywords such as 'moisture cream for dry skin' rather than 'moisture cream' is effective in increasing the purchase conversion rate.
- 4. Analyze SEO keywords and add them as PPC keywords!
- With Google Analytics and Search Console, you can find out in detail which keywords are driving website traffic. By analyzing these weblogs, you can generate statistics on which keywords are more likely to convert into purchases, and add high-performing keywords to PPC keywords to run ads.
Conclusion
In conclusion, PPC keywords and SEO keywords are no different. Because it is difficult to clearly understand the intent of a searcher for all keywords, it is important to use as many different keywords as possible to select the keywords to use in online marketing.
To effectively use the set marketing budget, it is recommended to test several keywords in search engine optimization marketing before keyword advertising. After that, if you select effective keywords through weblog traffic keyword analysis and continue to use them in keyword advertising and other digital marketing, you can improve your marketing performance.
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