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Page 5 My ad for ad group #2
Teach Your Dog to Stay
My method only takes 15 minutes
Guaranteed results. Find out how
www.mydogtrainingguide.com |
My ad for ad group #3
Teach Your Dog to Fetch
My method only takes 15 minutes
Guaranteed results. Find out how
www.mydogtrainingguide.com |
The chances are that I will
see less traffic using this method, but it will be a
higher quality of traffic. In my first example of
using the general, broad based ad maybe I would have
seen 500 visitors a day. But they are a lower
quality of traffic that I attracted with broad
keywords, so maybe they only convert to sales at a
rate of 1%.
So if I receive 500 visitors that means only 5 will
buy my guide. Using my targeted example I would
maybe receive only 75 visitors a day from each ad
group. That equates to only 225 visitors to my site
each day. But since they are a higher quality of
prospect I may see a 3% sales conversion rate. 225
visitors means 7 sales a day.
So I have lowered my advertising costs by paying
less per click and I have increased my sales. This
is what highly targeted ads can do for your
marketing efforts.
Inputting
Keywords Into Your Ad Groups
Keyword selection can
sometimes be a bit of an art form. Once again Google
offers it's advertisers a great tool for researching
your keyword possibilities. They call it the
Google External Research Tool. This tool has
recently been updated and now shows the actual
monthly search volume of any given keyword. How
accurate is the tool? It's hard to say, but at least
it is information that comes straight from the
Google database, and if they don't have reasonably
accurate numbers then who does?
You can read further
information on how to do keyword research in that
section of the Net Biz Boardroom website. But for
the purposes of setting up GAW campaigns, you will
need to decide how you want your keywords to match
how users search on Google. This is referred to as
the keyword match. This is another way to
target your advertising even further.
Google offers 4 different ways
in which your keywords can match the user's search.
This is how Google themselves describes each match
on their website;
Broad Match
- This is the default option. If your ad group
contained the keyword tennis shoes,
your ad would be eligible to appear when a
user's search query contained tennis
and shoes, in any order, and possibly
along with other terms. Your ads could also show
for singular/plural forms, synonyms, and other
relevant variations. For example, you ad might
show on tennis shoe or tennis
sneakers.
Phrase Match - If you enter
your keyword in quotation marks, as in "tennis
shoes," your ad would be eligible to appear
when a user searches on the phrase tennis
shoes, in this order, and possibly with
other terms before or after the phrase. For
example, your ad could appear for the query
red tennis shoes but not for shoes for
tennis, tennis shoe, or tennis
sneakers. Phrase match is more targeted
than broad match, but more flexible than exact
match.
Exact Match
- If you surround your keywords in brackets
- such as [tennis shoes]. Your ad would
be eligible to appear when a user searches for
the specific phrase tennis shoes, in
this order, and without any other terms in the
query. For example, your ad wouldn't show for
the query red tennis shoes or
tennis shoe. Exact match is the most
targeted option. Although you won't receive as
many impressions with exact match, you'll likely
enjoy the most targeted clicks - users searching
for your exact keyword typically want precisely
what your business has to offer.
Negative
Keyword
- If your keyword is tennis shoes and
you add the negative keyword -red,
your ad will not appear when a user searches on
red tennis shoes. Negative keywords are
especially useful if your account contains lots
of broad-matched keywords. It's a good idea to
add any irrelevant keyword variations you see in
a Search Query Performance Report or the Keyword
Tool as a negative keyword.
As I stated, those four
explanations of the available keyword matches was
straight from the Google site. I want to pint out
that the only thing needed to insert a negative
keyword is to add a hyphen before the keyword you
want to exclude from your keyword matches. If you
are advertising with adwords to sell a product, then
it makes sense to add the negative keyword "free" to
your ad group. To do this add it as -free.
To go back to my example of the dog training guide,
I don't want somebody searching for a "free dog
training guide" to click on my ad. The very fact
that they are searching for a free dog training
guide tells me that they are not likely to buy my
guide, so why pay for that click?
In regards to the other types
of matches, I would suggest that you enter your
keywords as a phrase match which means you would
enter all of your keywords in quotation marks. You
might see a bit less traffic, but your traffic will
be targeted better and that's the point.
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