Why are keywords important?
â€śSearch queriesâ€ť, â€śkey phrasesâ€ť or â€śkeywordsâ€ť are the words and phrases that internet users enter into search engines. PPC ads appear in the search engine results when users search for particular keywords. A search terms report will show you which key phrases people are actually searching for and which terms trigger your ads to display. It is important to run regular search terms reports for your PPC account, as this will help you to identify positive and negative keywords.
Positive keywords are keywords that generate a lot of impressions for your ad and are relevant to the products or services you offer. Since these impressions can lead to sales, you will want to add such positive keywords to your keyword list.
Negative keywords are those which also result in impressions on your ad but are not suitable for your website. Negative keywords can lead to people clicking on your ad but then leaving your website immediately when they see that you do not offer what they were searching for. This will increase your bounce rate and you will still have to pay for their click â€“ a situation you want to avoid as it could lower the quality score of your campaign. You will want to block these negative keywords from your PPC ad campaign.
We will carefully analyse a search terms report containing actual users' search phrases which are driving traffic to your website through your PPC account. Based on the report, we will add positive keywords and remove negative keywords as appropriate. This will ensure that the traffic generated through your PPC ads is more relevant. We will also provide back translations of these keywords.
Flexible and innovative approaches to meet demanding goals
Webcertain has been a valued partner of Portakabin for over 20 years, providing the expertise required to help us grow our business in multiple European markets. With a wide-portfolio of websites and products, as well numerous internal stakeholders, we require flexible and innovative approaches to enable us to meet the demanding goals of each business unit. Webcertain understands our needs and our brand, and this enables the team to deliver cost-effective, adaptable solutions across SEO, PPC and website development which have played a vital role in our international growth and success.
Head of Brand - Portakabin
Adapted for each market for maximum impact
We work with Webcertain to increase our brand awareness across key European markets and help us drive brand growth. Together, we have created campaigns utilising multiple channels and adapted for each target market to ensure maximum impact and relevancy to our audience. Webcertain has a great support team, who are easy to reach and very helpful in providing information. They understand our needs and provide a flexible approach that enables us to meet our goals
European Associate Marketing Manager - Business Machines - Fellowes
Technical and strategic expertise
Webcertain's understanding of language nuance and local culture ensures our messaging is relevant and compelling in each market we target, while staying true to our brand and highlighting our USPs. We rely on their technical and strategic expertise to develop both organic and paid search campaigns which will resonate with our audience and drive results across Europe. The team understands our goals and is proactive in making recommendations for improvements and suggesting opportunities. We are very happy with the results and would recommend Webcertain as an ideal partner for any brand with a global reach.
Digital Marketing Manager - Esko
For international support, look no further than Webcertain
There are many challenges when running international campaigns and Webcertain has provided invaluable support to us when targeting countries as diverse as China, Japan and Russia, where both cultural and linguistic knowledge are paramount for success. This knowledge, combined with skills and expertise across all digital channels, enabled us to build tailored and targeted campaigns to inform and attract students from around the globe. If you're looking for SEO, SEM or translation support in multiple languages and countries, look no further than Webcertain.
VP Marketing Berlitz and ELS