The Daily Carnage

Optimizing keywords for paid search campaigns can be difficult to get right. Here’s how to approach 5 common challenges.

Challenge #1: How many keywords should you have in your account?

The answer is simple: as many as necessary. By using keyword planning and competitor keyword tools, you can build a large list of potential keywords to narrow down and ultimately integrate into your account structure.

Challenge #2: Variants, variability & redundant keywords

Keyword phrases can be quite similar, with only slight variance in the order of words. Google has recently moved to flagging keywords for redundancy, but the fact is that even similar keywords can perform very differently. Consider testing both, so long as they have estimated search volume.

Challenge #3: Head terms vs long tail variants

Start by adding long tail keywords (4+ words), which are more specific and less costly than broader head terms (3 words or fewer).

Challenge #4: Match type myopia

These days, broad match can be too broad, targeting search terms that are not relevant to your business. Instead, try phrase and exact match terms first. After sustained success over time, you can expand into broad match.

Challenge #5: Keyword list maintenance

It’s not a crockpot—you can’t set up your account and forget it. Your keyword list needs regular maintenance to optimize performance. Make sure your keywords are still relevant, identify new versions to test, and analyze your best and worst performers to improve.

Check out WordStream’s guide for a deep dive into PPC.

The tides can turn quickly online. That’s why it’s important to audit, monitor, and optimize your online reputation with these tactics:

1. Audit your online reputation. Get a gauge on what customers are saying about you online by reviewing your site and blog, social profiles, and third-party business profiles, or use a listening tool.
2. Establish a strategy. Identify your online reputation mgmt priorities and compile guidelines, policies, and tone for communications.
3. Monitor mentions. Set up a Google alert for your brand, as well as manually search your brand name on each platform.
4. Plan for crisis. Use media monitoring tools to identify potential issues and respond quickly with pre-drafted messages.
5. Encourage reviews. Increase visibility and build your reputation by encouraging customers to leave truthful reviews.
6. Manage negativity. Respond publicly in a timely manner with courteous tone. ‘Fess up to mistakes and apologize with discounts, refunds, and improvement.
7. Create on-brand content. Improve customer recall by branding all of your content.
8. Choose influencers wisely. Make sure an influencer is a good fit for your brand’s ethos and budget.

Check out Semrush’s infographic for the full scoop on ORM.