If you check your web site’s search query logs, you know that many searches are completely unique. These are long phrases, which you’d need psychic ability to predict. However, they do give you a clue to the mindset of part of your site’s audience, and can be useful when you’re researching keywords for your advertising.
Here’s some exciting news: keyword-based paid search may soon be a thing of the past. Google will do all the hard work of advertising for you.
The explanation is in this article Coming Soon: Paid Search Without Keywords which reports that paid search without keywords is important because of (among other things):
“Increased searcher sophistication.
In his keynote, Nick provided an example related to cashmere sweaters that demonstrated this point well. He stated in 2007, people searched for cashmere sweaters 47 different ways. In 2008, people searched for the same keyword phrase 73 different ways. It’s becoming a headache for advertisers to anticipate and react to so many different queries. Should advertiser prowess be measured based on mind-boggling attention to long query keyword detail?”
If paid search gives you migraines as you manage thousands of keywords, you’ll be praying that paid search without keywords arrives soon.
Technorati Tags: marketing, search marketing, keywords, paid search
Angela Booth, top copywriter, author and writing teacher.
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