Use PPC tracking to identify top search keywords and phrases

Top search keywords and top search phrases are crucial information that shows exactly what people were looking for when they visited your site. While PPC campaign managers can leverage offline market research to generate “best guess” keywords during their first design, search engines can identify other terms and phrases that web users enter to find content. Knowing these popular search phrases can tell a web marketing manager what people are really looking for within a range of products and services, and understanding what is “hot” provides insight on the current needs of a site's market, helping marketers optimize their PPC campaign and even driving other business strategy decisions.