Keyword Research

How do you know what users are searching? 

The Net Impact uses competitive marketing research to find the initial keywords for your new pay per click account. Keywords are determined based on reviewing competitor keywords and monthly search results of customers interested in your product or service. Below is a description of the keyword match types that our team utilizes to make sure your account provides optimal performance.

Broad Match Keywords

Broad match keywords are keywords that will trigger your ad whenever the keyword or variations of it appear in a search query. Your ad will appear if other words are included in a query, the terms are not in the same sequence, or when plurals or synonyms of the keywords are queried. This type of match is great for receiving a large amount of impressions and great insight into the keywords users are searching for that are related to your product or service. For example, if your keyword is "great books," your ad could appear for the following queries:

• great used books
• great free books
• great books for cheap
• books on great white sharks

Phrase Match Keywords

Phrase keyword match gives the advertisers a little more control over when ads will appear. This keyword match will allow your ad to appear on any query that contains your keyword or phrase in the exact sequence you specify. This allows the advertiser to make sure the ad shows up when the keyword is queried as intended; however, the ad can show up when any other words are typed in the query as well. This match allows you to still capture information on visitors to your site, while assisting in making leads more qualified.  For example, If you have the keyword “new apartments,” your ad could appear for the following queries:

• find new apartments
• buy and sell new apartments
• new apartments in St. Louis

Exact Match Keywords

Exact keyword match gives the advertiser the most control over when an ad is served. This allows your ad to only show when the exact keyword or phrase is queried. These keywords tend to have the highest click-through-rate and highest conversion rate. For example: If you have the keyword "homes," your ad would only appear for the query: Homes, and not for the queries:

• home
• new home
• find new home

Negative Match Keywords

Negative keywords will be added to your account to ensure that unqualified clicks do not occur. The worst mistake you can make is to spend time, money and resources optimizing your website for non-trafficked or non-converting keywords.