Kerstin Baker-Ash, I-Level, on search advertising 101 at SES London

Byron Gordon, SEO-PR, interviews Kerstin Baker-Ash, I-Level, about her presentation on the search advertising 101 panel at SES London. Kerstin says that when you’re setting up a PPC campaign it is important to build out keywords that are generic but at the same time specific to your product. Kerstin also recommends using specific search tools to help you determine what your customers are searching for. These include using Google insight, keyword tools, and cloud tagging. Kerstin says you must include your keywords in your ad copy to make the search relevant to the user. Kerstin also says to keep your keyword groups as small as possible so you can make your ad copy granular to those specific keyword searches. Kerstin also stresses the important message that you should always match your content to the user’s intent.