Keywords to Have the Last Word

In highly competitive economic activities, e.g. tourism, keyword purchase allows an automatic placement in the first search results displayed on the targeted search engines. Pole position on search engines generates traffic…and sales. This explains the strong growth of keyword purchase campaigns on the Net. Such an advertising strategy generates qualified visits at a most reasonable cost per click (pay-per-click). And unlike traditional advertising media where returns can not be easily measured, the customer traffic directed by each of the search engines can be precisely quantified – you pay only when the Net surfer clicks to go to your website.

The purchase of keywords works on the principles of an auction sale. You own the keyword until a higher bid is made by a buyer to the auctioneer. In other words, a keyword that is purchased continues to be on sale! That’s why it is important to monitor the auction news with a view to buying keywords that have gone unnoticed by the competition.

Trafix thus keeps a close watch on the keywords by monitoring them several times a day so that they retain their privileged position at the most reasonable price. If need be, we adjust the ‘pay per click’ in order to remain in the race according to the instructions and price range given by the client. Moreover, daily follow-up of the auctions enables timely identification of keywords that could be eliminated, content that could be redrafted to render it more attractive or campaigns that need to be refreshed by adding new words. A keyword having a low click rate or one whose cost per click has become too expensive can be eliminated or suspended in minutes.

Besides the close daily monitoring of the auctions and returns, we also offer our clients an online interface (ViaTrafix) for referring results – number of clicks, number of impressions and click rate. The results could thus be sorted by campaign, search engine, market or month. What’s more, such an analysis keeps the client informed about major developments in the field of ‘pay per click' such as new market partners, acquisitions of search engines, new forms of advertising to complement the purchase of keywords and so on. That’s as many elements you could consider for deciding on your choice of future strategies.

Rich in experience and perfectly informed through daily monitoring of the positioning industry, Trafix carries out all the activities in the purchase of keywords – content analysis, favorable periods for each field of activity, extraction and selection of the relevant keywords, formulating catchy titles and descriptions of keywords according to the rules of each search engine, and daily monitoring of auctions.