Which type of keywords should you use in your SEM campaigns?

Whether it’s with Google, Bing, or another search engine, keyword research is crucial in determining how successful your campaign is going to perform.

Long or short-tail keywords?

Depending on your objective and your budget, you will choose to set up a campaign with long or short-tail keywords. If you are in the research phases or want to test, maybe you will choose a combination of both. Short tail keywords are great if you have plenty of budget, a relevant ad campaign, and have great headlines. However, if you don’t have the luxury of having a large budget, long-tail keywords will be a better choice. Why? For a start, they are usually less competitive and have a lower CPC than short-tail keywords. Also, you will find that people who search for longer terms will be more aligned with your target audience. Again, putting in the research before you set up your campaign is the key to delivering strong results and achieving your goals.

Make sure your ads are relevant to ensure it has a high-quality score so that search engines show it to users as much as possible.

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