Manage your Adwords – Keyword Selection Clues
You can grab your client’s attention by entering into the conversation going on inside her head. Google can help you to accomplish this and get higher clicks as well, by skillful use of keywords in your ads. One of the premier rules of AdWords management is; capture the attention of more people by bidding on more keywords.
Nothing endears you to your customer like reading his own diary, showing that you know what it feels like to be him. Telling him exactly what his day was like today. And that’s what it means to enter the conversation inside your customer’s head. When you step right into his thoughts and talk to him the way he talks to other people and himself about things that are important to him, he’ll listen to you.
The keywords people use come from those conversations in their minds that they are having. If your ad repeats to them the things that they are thinking, then you will spark their interests. By having keywords in the headline and in the body and the URL of your ad, you are using good strong advertising strategies.
The more places in your ad that you have keywords showing up, the better your chances of getting the clicks. That means the headline. That might mean the body of the ad. That even means the display URL. If someone types in “German” or “Learn German,” notice how many times they’ll see their keyword in this ad:
Want to Learn German?
5 Crucial Principles You Must Know To Master German, and Fast
www.MasterGermanFaster.com
If effective AdWords Management means speaking directly to what people are searching on and repeating it back at them, how do you go about finding out what people are searching on in the first place? Where do you go to get the good keywords, especially the keywords that are worth the most money?
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.
Without spending a dime it is already clear what your most prominent negative keywords are. Negatives are the keyword you want to specifically keep your ad from showing when someone uses them to search. Just put them in your list beginning with a negative. Such as:
-dog
-puppy
-shepherd
-pointer
-dictionary
-translator
-translation
-hair
-etc.
When someone uses this word for a search, your ads will not show.
What is it going to cost you in reality, to bid on these words? To fin the answer to that question go over to the Yahoo Resource Center at www.overture.com, and select the “Bid Tools” button. After you put in “learn German” in the search box, you will be shown a list of prices that advertisers will pay to advertise their goods at Yahoo sites. They range all the way from forty-seven cents down to five cents.
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.
Not a problem. The Bids Tool is a quick gauge of how good a job advertisers are able to do on making money from their Yahoo clicks. In this case, nobody is willing to pay more than $0.47 per click. That tells you something already. When you compare “learn German,” which maxes out at $.47, to “home mortgage,” where Overture bids top off at over $4, you’ve got a sense now of how lucrative the learn – German market is, or is not, going to be for you.
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