Google
Adwords Success Tips Vol. 1
by: Christos Varsamis
When you use Google Adwords and
can’t be certain of what keyword matching option you must use, then you can
enter all three variations you have in your keywords list. For instance:
Art Posters
“Art Posters”
[Art Posters]
After using them for some time you can check the clickthrough rates of the
keywords and delete the ineffective keyword combinations.
Always use the negative keywords feature. For example if someone uses the search
term “free art posters” then you should use the negative keyword –free in
the Google appropriate field and in result your keyword “Art Poster” will
not be displayed.
By doing that you avoid the freebie seekers who are not targeted in your offer
and as result you improve your clickthrough rates and reduce the cost of your
campaigns. You can also use similar with the “free” term such as:
-no charge
-no cost
-costless
-chargeless
and so on.
The keywords number factor. The age of creating an ad group and load 4000
keywords instantly is over. Although there is not a specific rule for how many
keywords you should use, follow Google’s recommendations on the amount of
keywords. Google recommends: maximum 100 Ad groups per campaign and 750 keywords
per Ad group.
Targeted but not over targeted. So many people loose money because of that
reason. If you have yoga training center in Florida it’s obvious that people
from New York won’t be interested in your services. So displaying a general
term such as “Yoga” or even “Yoga training center” will display your ad
on Google Adwords and prospects with no interest in your offer will click your
Ad which means extra cost for your campaigns and not transformed into sales.
On the other hand if you use a specific term like:
“Yoga Training Center in Florida”
You have more targeted clickthroughs, targeted prospects and eventually more
sales.
But there is a drawback on that tactic. If you are extremely targeted and use a
keyword of over 6-7 words it’s highly possible that no one will search for
that term and have no clicks or even views for your Ad.
How to find keywords? You could use the Google keyword suggestion tool but
because so many other Adwords users use it, the keywords from that tool are very
expensive.
Other tools you can use are:
Overture suggestion Tool: http://inventory.overture.com/d/searchinventory/suggestion
123promotion Tool: http://www.123promotion.co.uk/ppc/index.php
Good Keywords: http://www.goodkeywords.com
These tools are free but if you want a more sophisticated and advanced option
you can use word tracker paid service: http://www.wordtracker.com
Use always the plural form of your words. Don’t use “Yoga Training Report”
but also “Yoga Training Reports”.
Exploit the misspelling errors. Research indicates the 12%-15% of the search
phrases and words are misspelled. So don’t use only the term “staff” but
also “stuff”.
Use hyphens. For example use both terms like: “Yoga Training Center” and
“Yoga-Training-Center”
Use Acronyms: If you use the phrase “internet service provider” in your
campaigns you can also use the acronym ISP in your Ads.
Use of domain names. This is powerful because it’s the most targeted term you
can find. If your website’s domain name is www.yogatrainingcenter.com you must
use it as keyword term.
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