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Keyword op6miza6on VisitNorway.com & the Northern Lights
PPC keyword op6miza6on strategy
• It’s all about relevancy
• Relevant keywords • Relevant ad copy • Relevant landing pages
Keywords
The devil is in the details
Keywords
The devil is in the long tail
The Head The Long Tail
The Head: 7 queries = 4500 clicks
Search Query Impressions Clicks northern lights 41004 2599 northern lights norway 2877 619 northern lights holidays 4516 471 aurora borealis 8183 373 the northern lights 1865 244 norway northern lights 957 222 see the northern lights 1235 90
can i see the northern lights from norway
best 6me to see the nothern lights
watching northern lights in norway
northern lights tromso
cruises to the northern lights
pictures of the northern lights
what causes the northern lights
northern lights alaska
The Tail: 3000 queries = 7000 clicks
Match types
• How do you target 3.000 unique queries? • How about 300.000?
• The answer: ”Phrase” and ”Broad” matching
Match types
• Exact match
• Phrase match
• Broad match
• Nega6ve match
Search Query Impressions Clicks northern lights 41004 2599
northern lights norway 2877 619 northern lights holidays 4516 471 the northern lights 1865 244 norway northern lights 957 222 see the northern lights 1235 90
northen lights 624 74 nothern lights 195 30 northan lights 85 29 northernlights 63 24 norway 33 22 north lights 11 10 nortern lights 14 8 southern lights 21 5
canada northern lights northern lights alaska ?
Working with match types
Working with match types
cruises
tromso
Working with match types
cruises
tromso
Aurora borealis
Working with match types
cruises
tromso
Aurora borealis Canada
Alaska
Why?!?
• Exact match
• Phrase match
• Broad match
Search Query Impressions Clicks midnight sun 28 386 113
midnight sun stephenie meyer 3154 46 midnight sun release date 1568 35 stephenie meyer midnight sun 2175 34 midnight sun by stephenie meyer 1907 31
new moon 182 481 255 stephenie meyer 51 539 165 twilight saga 39 719 75 stephanie meyer 21 402 62 twilight books 43 407 48 twilight new moon 11 922 21 the twilight saga collec6on 14 244 10 newmoon 1 521 10
Why?!?
• Exact match
• Phrase match
• Broad match
Search Query Impressions Clicks midnight sun 28 386 113
midnight sun stephenie meyer 3154 46 midnight sun release date 1568 35 stephenie meyer midnight sun 2175 34 midnight sun by stephenie meyer 1907 31
new moon 182 481 255 stephenie meyer 51 539 165 twilight saga 39 719 75 stephanie meyer 21 402 62 twilight books 43 407 48 twilight new moon 11 922 21 the twilight saga collec6on 14 244 10 newmoon 1 521 10
Why?!?
• Relevant keywords • Relevant ad copy • Relevant landing pages
Why?!?
High relevancy = • Higher click through rates • Higher quality score • Higher rankings • Lower click price • Greater visitor sa6sfac6on In total:
More value from the same budget
Thank you! Ques6ons?
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