AdWords Management - Tips On Keyword Selection
You’ll capture the attention of your customer when you enter the conversation already taking place inside her head. With Google, you do this, and get more clicks as a result, by using your keywords skillfully in your ad. Bid on more keywords and you can capture the attention of more people - this is one of the most important rules of AdWords management.
The one thing that you can do that will draw clients to you is to show them that you know just what they like. This is like joining a conversation in his head, telling him what his day was like, what it is like to be him. When you flow right into his mind and talk his talk and walk his walk, showing him you know what things are important to him. When he sees this that is when he will listen to you.
The keyword people type in is the conversation inside their head, at that very moment. Your ad will capture peoples’ interest when it repeats to them what they’re thinking. So putting your keywords in your headline, and in the body of your ad, and in your URL are all part of a sound advertising strategy.
If your keywords show up in more places you have a greater chance of receiving more clicks. Keywords in your headline, body and display URL are the key. So you can see how many times someone searching for “German” or “Learn German” will find their keyword in this ad:
Want to Learn German?
5 Crucial Principles You Must Know To Master German, and Fast
www.MasterGermanFaster.com
If managing AdWords effectively means addressing, in a direct way, and with exactness what they are searching for and reflecting that back to them, how can you find out what they are searching for? Where can you find lists of the good and lucrative keywords?
The quickest place to start is with Overture’s Keyword Selector Tool, available for free at http://inventory.overture.com. It gives you an immediate sense of how valuable each of your keywords will be relative to the others.
458,579 learn german
103,157 german shepherd
85,210 german
22,970 german dictionary
16,990 german english dictionary
16,294 german translation
15,992 german shepherd dog
14,409 german translator
13,037 german shepherd puppy
11,646 english german dictionary
10,187 german to english
9,810 german to english translation
9,800 german short hair pointer
Take a quick glance at the above list and you will see where the traffic and money are. It is clear as well that some of those keywords don’t belong on your list.
You haven’t spent a penny yet and you already know what your major negative keywords are going to be. These are words you include in your list where you specifically do not want your ad to show when people type them in. You enter them into your keyword list with negatives in front of them. For example:
-dog
-puppy
-shepherd
-pointer
-dictionary
-translator
-translation
-hair
-etc.
When someone uses this word for a search, your ads will not show.
So how much will these keywords actually cost to bid on? To get your answer, head over to the Yahoo Resource Center, which you can find at www.overture.com, and click to see the “Bids Tool.” When you enter “learn German” in the pop-up search box, Overture gives you a list of the prices advertisers are paying to promote their products on Yahoo sites. They start at $0.47 and bottom out at $0.05.
Now this isn’t Google we are talking about, it’s Overture. When this article was written, Yahoo was organizing its search pages by bid only. Google on the other had gives preference to those ads that have good click-through rate. The competition and nature of the traffic are different between Google and Overture.
Don’t let this throw you though. Overture’s Bid Tool is quick indicator of the kind of business advertisers are able to generate with their Yahoo clicks. By this example advertisers weren’t willing to pay more than 47 cents per click. When you contrast that with what you see for “home mortgage”, where the top bid on Overture is over 4 dollars, you can see what the business possibilities are for the “learn German” market are or aren’t.
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