Choosing Right Keywords for Google Adwords
This post is about how to select the right keywords for Google Adwords and how you can increase your click through rates and conversions.
Keyword Matching Options
There are three keyword matching options with Google Adwords:
- Broad Match: In default match, the words or key phrase can appear in any order in the search. For example: making money - so all search like making money, money making, money making info, info on money making will show your ads. This can surely bring you the most number or impressions and clicks, but may not be very good for conversion as the search may not have to do anything with your keyword.
- Phrase Match (”"): When your keyword phrase is found exactly in the search sting. For example: “making money” - it will show for making money, making money online etc. but will not show for money making. This will bring you more targeted ads but visitors would be less.
- Exact Match ([]) : When your exact key phrase is typed. For example: [making money] - it will only show your ad only when person types making money. It will bring the the most targeted but very less number of visitors
So remember that broad match can bring you more traffic but may not convert very well, but phrase match and exact match will bring converting traffic but quite less. So do your tests (you may add all three to see how much CTR and conversion each gets) and select the keywords which are performing.
Negative Keywords
Many people does not use any negative keywords at all for their campaigns. This is one of the most common and most dangerous mistakes. To use negative keywords, just add “-” (without quotes) in front of the keywords. Sometime negative keywords are must. For example, if you are trying to sell a paid photo software and person is looking for “free” photo software. So if you are trying to sell paid stuff, always remember to use free as your negative keyword. This will increase your click through rate and will will increase your conversion rate. Given below are some of the most common negative keywords I use:
-free
-complementary
-survey
-download
-downloads
-freeware
-shareware
-expert
-games
-demo
-customer care
-pics
-pictures
-picture
-images
-article
Methods of finding keywords
Use following resources to find keywords related to your product:
What is in demand?
Want to find out what is in demand or what is the latest trend going on on the internet, checkout following sites:
Finding Cheap Keywords
- Most people using adwords use “Google Adwords Keyword Tool” to find keywords. So my suggestion, use other tools to find keywords which are cheap.
- Use spelling variations, multiple spellings (eg: mail, email, e-mail), spelling errors, plurals, past tenses, synonyms, regional spellings(optimise, optimize), abbreviations, acronyms, and related keywords.
- Use seasonal keywords based on upcoming festival, times and events (eg: gifts, Christmas gifts, mother’s day gifts, father’s day gifts etc.).
Thats all for now, if you would like to share any tips/trick or resources for helping in finding the right keywords for the adwords, please post your comments.
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Jim Karter on November 30th 2007 in Google, Internet Marketing, PPC
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