Recently a couple of my co-workers attended the Pay Per Click Summit in Los Angeles. They brought back with them a lot of useful information and a handbook that I am referring to as The Search Bible, a 256 page handbook that contains page after page of useful information on the subject of PPC.

A section of the manual that Rob, one of the attendees of the PPC Summit and our new SEM coordinator, found useful was titled “Know How Users Search”. According to this article 81% of users enter more than one word when searching and 49% enter 3 words or more. Since he has recently taken over writing our keywords and ads for paid search campaigns this will definitely affect what we propose to our clients. Although we usually include a combination of both one word and multiple word keywords our focus will definitely shift toward including more 2-3 word phrases in our lists. 

If you still aren’t convinced that it’s time to rethink your search terms, how about this “3 word plus terms are generally the cheapest per click and they also get higher conversion rates depending on the keyword and quality of the landing page.” Cheaper clicks and a higher conversion rate? I thought that would change your mind.

-Diana Montante

Account Executive

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