|
Welcome to Marketing Subject - Free Marketing Tips and Ideas!
» Pay-Per-Click-Strategies >> View Article
|
 |
|
 |
| Pay Per Click Keyword Secrets They Don't Want You to Know About |
By:
Michael Jazz |
|
Well you need a strong, effective keyword list, if you are going to have a good PPC campaign running. There actually is a science to building a good keyword list, although it is not an exact science. It will always take some trial and error before it can be perfected. The way to eventually have a great keyword list that works, is to make sure you have "conversion tracking" active in your search marketing PPC accounts like Yahoo or Google Adwords, etc. See other posts or our blog for more information on how to do this, since this is not the main focus of this article. The respective help sections in your accounts will also have information on this.
With conversion tracking running you will be able to see which keywords are working for you, and which are not! Generally speaking if you spend a lot on a keyword, and get no conversions, after a while it will be time to delete that keyword. On the flip side, when you see a certain word working for you, you can then make sure you expand on that word into other similar or related words and phrases. You do not want to make hasty or too many changes at once though because that can hurt your quality score! Wait and make sure you give the keywords a chance to work - some may only convert once in a while, but are lower volume words, or cost less, and so it's worth to continue using those words. It depends on the cost of the word, and if and how often it converts. You have to determine how much each conversion is worth to you and compare it to the costs.
Okay so back to the actual list! Well, there are a number of steps you need to take. Go to some of the popular Free keyword suggestion tools online - (google has one built into the adwords system), or use "wordtracker", they have a free tool online. Type in some of the "logical" or "obvious" words and get new ideas for combinations to include. For example, if you are selling tools online, you don't want to just bid on the word "Tools", you want to get more specific than that, the more specific you are, the better your words will convert. If you are a geographically based business, you want to include an ad group that targets by egocentricity "city tools" or for example, "Washington lawyer" or "Seattle pawn shop". On the flip side make sure you explore construction of a locally targeted ad group where you set a radius to target only in a specific area, if you are a local only business.
Back to the list, after you get a list of suggestions together, you may want to research some keyword tools that put lists together for you. There are tools that will make all possible combinations of words for you, using all match types, different spacing, etc. You want your list to include BROAD, PHRASE, and EXACT match types. Using the phrase "fun tools" as an example, broad would be -- fun tools, phrase would be -- "fun tools," and exact would be -- [fun tools]. That means broad will include you in results where the word fun or tools is included anywhere in the search query. Phrase will include you in results for search queries that have that exact phrase SOMEWHERE in the query. Exact will include you in results where that exact phrase is the ONLY THING typed in to the search query.
Other things you can do to identify some great converting keywords, and one of the other secrets besides using all match types is --- using hyphens, for example, "fun-tools", [fun-tools], [cheap-tools].
Next secret is using no spaces in between some desirable phrases - "funtools", [funtools], [cheaptools].
Also, REVERSE the order! Think about what you type into the search! Do you always put everything in correct grammatical order? Of course not! Example, "Bahamas cruise cheap", or "hours target store", or using our example, "tools cheap". Last secret is... Mis-spellenz. How many types do you mis-sphell sumdin whin yew tipe it intwo the surch box? Bid on common mis-spellings of your desirable words!
Wow! Never thought of that huh? Well maybe, if you are experienced you know some or all of these things, but I'm willing to wager a lot of you folks who have adwords or search marketing accounts don't use these secrets to your advantage! There is a lot of money in what I've said here. But you have to weed out what works and what doesn't. Going back, one of the most common mistakes people make is not using conversion tracking. Without it, you can forget pretty much everything I've said here because you will be wasting money on words that don't work. The idea is to build a list with a whole bunch of different words, and PAIR and GROUP them with specific LANDING PAGES and AD COPY that is relevant to the group of words you created. Don't just throw unrelated phrases in one ad group.
Ok so how many words do I need in a list? Well, Google will allow up to 2000 per ad group. I usually start out pretty close to this most of the time before I make eliminations. Eventually, it is usually brought down to a few hundred or even less, after I see what works and what doesn't. But you can't expect to start with 10, 20, 50 words and be getting the most our of your market. You should start with a lot of keyword combinations, even if it is multiple combinations of very specific words, and based on your "conversion tracking", which is activated by placing a short script before your closing tag, on the "Thank You" page for leads and sales, you will then make changes. It's very easy to get this going. See my blog below for instructions on doing this and other tools.
No one ever said it was that easy! But if you do the right things, and give it a little patience you CAN get a GREAT ROI from your search marketing accounts. It takes good keyword lists, ad copy, geographical targeting, conversion tracking and analytics, and a website or landing page that entices people to do what you want them to do! If your website stinks, your conversion rates may not be that great but that can be offset with a really great search marketing setup. See the blog below for more information on creating good landing pages and ad copy.
Remember to visit our website to signup for Affordable Pay Per Click Consulting
About the author:
Owner Operator of YourWebGurus.com, a firm specializing in Pay Per Click Consulting |
|
|
 |
 |
 |
 |
It's easier to copy the whole article if you are logged in.
|
|
