Keyword Strategy

Digital Marketing Funnel - Keyword Strategy

Exhibit 26.13   Short tail keywords are better suited for targeting prospects at the start of the digital marketing funnel, whereas long tail keywords work for leads and customers who have progressed down the funnel.

Marketers should develop a strategic approach to selecting and using keywords to maximize the effectiveness of their search marketing efforts. For larger players in a category, short tail category keywords are effective for drawing high traffic to their home page, even though conversion rates may be low. These keywords are best for targeting prospects at the start of the digital marketing funnel (Exhibit 26.13).

For targeting visitors and leads who have progressed further down the funnel, longer phrases and more specific keywords should be used. These long tail keywords, such as “anti-dandruff shampoo”, “marketing analytics for practitioners”, and “front-loading low suds washing machines”, generate lower search volume but have a higher likelihood of triggering conversions. They also attract less competition.

Smaller players may need to use category keywords less frequently than their larger competitors due to affordability reasons. While these keywords are effective in driving traffic, the high level of competition can make them relatively expensive. It is also important for smaller brands to remain well-differentiated and craft an identity that distinguishes them from their larger competitors.

Targeting Competitor Keyword - Keyword Strategy

Exhibit 26.14   Singapore Management University (SMU) targets competitor NUS’s keywords.

Well-differentiated brands can target brand-specific keywords, such as unique selling propositions or points of difference. Not only would this incur lower bids, it would also yield better click-through and acquisition rates.

Marketers may also consider targeting competitor keywords, especially those associated with market leaders. However, it is important to be mindful of legal implications, as targeting trademarks such as brand names is illegal in many countries.

Exhibit 26.14 provides an example of the use of competitor keywords. In this example, Singapore Management University and other business schools are targeting NUS’s keywords to increase visibility and attract prospective students who are searching for the NUS EMBA. Targeting competitor keywords can be relatively expensive due to low scores on ad relevance and weak landing page quality. Additionally, it may be difficult to secure the top slot for keywords if the competitor also advertises.

Previous     Next

Use the Search Bar to find content on MarketingMind.

Digital Marketing Workshop

Digital Marketing Workshop

Unlock the Power of Digital Marketing: Join us for an immersive online experience designed to empower you with the skills and knowledge needed to excel in the dynamic world of digital marketing. In just three days, you will transform into a proficient digital marketer, equipped to craft and implement successful online strategies.

Marketing Analytics Workshop

Marketing Analytics Workshop

In an analytics-driven business environment, this analytics-centred consumer marketing workshop is tailored to the needs of consumer analysts, marketing researchers, brand managers, category managers and seasoned marketing and retailing professionals.