In this video, I talk about the first core concept of marketing: buying search terms in a live auction. Because you are paying for clicks, a good search term should lead to a paying customer. You would want to choose search terms closer to the bottom of the sales funnel.

Examples:
“Where to buy NordicTrack 2000” vs. “the best way to lose weight.”

“emergency dentist near me vs. what’s the best way to straighten my teeth

Caveats when buying Search Terms:

1. Use jargon that regular customers can understand, like using a dentist instead of an orthodontist. Don’t think like a business owner, think like an actual customer.
2. Just because something is a good search term, it doesn’t mean it will also be the right search term for your business.