The Google Network is the
largest online advertising network available, reaching over 80% of
30-day US Internet users.
Most
Google AdWords campaigns don't work as well as they
could.
Because Google's AdWords program
is so popular, the competition is fierce. It has become difficult to
find affordable keywords and it has become even more difficult to
write ads that return a positive ROI (return on
investment).
Do you have one of the following
problems?
- You need more web site visitors and
more sales.
- Your web site is not listed on
Google's first result page.
- You want to lower your advertising
costs.
- The per click prices are too high
for your Google AdWords ads.
- Many web sites compete with your
site.
- Your current Google AdWords
campaigns have not been successful.
These problems have one thing in
common: you can solve them at once with profitable AdWords
ads!
Features
Provided by Google Adwords to Achieve Your Desired CTR
(1) Exact Match
(2) Phrase Match
(3) Broad Match
(4) Negative Keywords Exact Match: To designate your keywords for exact
match, put them in brackets. For example, (niche markets). So your ad will
only show if “niche markets”, without the quotes, is searched for. It won’t
show up for market niche. This is a highly targeted way of getting visitors to
your site. Unfortunately, you will get very few impressions using the exact
match feature. Though your CTR may be high. Use Google Adwords
exact match feature when you are bidding on competitive keywords. Because of
the low number of impressions exact match generates, not many advertisers
maybe using it. So experiment and at the same time try to lower your cost per
click (CPC). Phrase Match: To designate your keywords for phase match include
them in quotes. For example “niche markets”. Your ad will appear when these
words are searched for at the search engine. Also when words are added to
those. Example, “building niche markets” or “niche markets discovery”. The
main keywords will always appear in the other which you set it. That is, niche
markets and not market niche. Your ads will not appear for “niche successful
markets”. The phrase match generates many impressions. Though not as targeted
as the exact match, it more targeted than the broad match option. This is the Google
Adwords feature you will most likely be using often.
Build a good keyword list. In the niche market example, you will not appear
for niche marketers or niche marketing so include these and others in your
keyword list. One important Google Adwords feature you should use with your
phrase match option is the negative keyword. This is explained below. Negative
keywords help to make your keywords more targeted by allowing Google not to
add them to your main keywords. When you designate a keyword as negative,
Google will not add it when you are using phrase or broad match. If not,
negative keywords could make your keywords to have different meaning than what
you intended. For example, a word like free. If you are not offering anything
for free and free is added to your main keywords, then clicks to your site
might be wasted and costing you money. So designating the word free as a
negative keyword will make Google not to add it to your keywords. Broad Match:
Broad match is the default setting for Google Adwords and your ad is
automatically shown for expanded match, plurals and other variations. So be
sure to remember to change it when starting a campaign. Choosing the broad
match feature allows Google to add other words to your main keywords. This
makes this feature to be the least targeted. It produces the most impressions
and probably the most CTR. But due to its non-targeted nature, could produce
very low conversions or ROI. Using the “niche markets” example in broad match,
you could have your ads displayed for searches on “locating niche markets”,
“niche markets ideas, “succeeding in marketing niches” etc. your keywords will
come out in many variations in plurals.
To have an appreciable
success in using broad match, you need:
(1) To build three and four keyword phrases. This limits the number of
words Google adds to your keywords phrases.
(2) Build a good and extensive negative keyword list.
(3) Use the Google keywords suggestion tool. It will show you words that
will appear with your keywords. That is expanded matches.
Negative Keywords: This Google Adwords feature is used to eliminate words
that could be added to your main keywords. For example, the word free. Just
add a minus in front of the word ( –free ) to make it negative, this word will
not be added to your keywords. Example, if your keywords are “niche ideas”.
Your ads will not show for “free niche ideas”.
It is extremely important to use this Google Adwords feature so as to
eliminate unwanted keywords, unwanted meanings and untargeted keyword phrases.
This is also important when you are dealing with children’s products. You will
need to eliminate porn words so that your money is not wasted. Imagine a user
searching for adult content and clicking to your site. Use of negative
keywords is an additional way of making your keywords more targeted when you
are using the phrase match or broad match options.
