How to choose the best keywords for your website traffic campaigns

How to choose the best keywords for your website traffic campaigns

One of the most common questions we get from customers is asking for help on choosing the more effective keywords to use for their traffic campaigns.

In this short blog post, we'll cover some industry best practices and what we recommend for keywords.

How Winterplay's traffic campaigns work:

As a bit of background, it's worth while to remind everyone how Winterplay's traffic campaigns are setup. Winterplay's campaigns work similar to Google Ads in the sense that we target audiences using intent, as opposed to demographics or interest (Facebook Ads). This is an important distinction because in intent driven ad platforms, we don't care so much about who is visiting your site as much as what they need, and whether your website can fulfill their intent/needs. This contracts to interest and demographic based targeting like Facebook which primarily targets via demographic and interest.

For this reason, in intent driven ad platforms, it's super important to set relevant and targeted keywords so that your prospective visitors are interested in your products or services and has the intent on making a purchase.

How to choose effective keywords

The general rule of thumb we give customers when you're unsure about what keywords to use is this: use the keyword you'd want your prospective customers to find you with on

Example 1:

Business: e-commerce outdoor products site selling camping gear

Recommended keywords: mini stoves, campfire stoves, best camping stoves 2020

Example 2:

Business: a plumbing contractor in San Francisco

Recommended keywords: San Francisco plumber, plumbers in San Francisco,  San Francisco plumber near me

For example 1, we used keywords like "best camping stoves 2020" because the business owner would want their products to show up in Google if their customers used this keywords to find them. It's effective and intent driven because it targets customers who want this product now.

In the case of example 2, noticed we heavily used the local keyword "San Francisco". This is because for this business owner, it's highly important their potential customers are interested in their local service.


To recap

Here's what we talked about this post:

1. Use keywords relevant to your product or services being offered

2. Include local keywords if your product or service is localized

3. Use relevant Google keyword phrases when you're not sure of what keywords to use.


When you're all ready, visit our Traffic Plans & Pricing page to get started on your journey to reaching more audiences today.


If you have additional questions, don't hesitate to reach out to our awesome support team if you ever need any assistance coming up with keyword ideas for your business. You can reach out to us by visiting our contract page, or emailing






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