Tag Archives: Keywords

Keyword Research for Adwords – Crucial Concept

Getting lost doing your pay per click keyword research? Join the crowd! Here’s how to get FOCUSED and UNSTUCK in your keywords fast:

Step One – Define Your “Bulls-Eye” Keyword Concept

Step Two – Gather “Bulls Eye” keywords using Google’s free keyword tool, but do NOT get carried away!

Concept

Step 2 – Part 2

Step 3 – Organize Your Keywords Quickly!

Step 4 – Do a quick traffic check for volume and bid prices

Step 5 – Stop and Make Your Bullseye Keywords Work!

taming adwords logic

I find it horribly upsetting to see how many adwords marketers simply don’t use the reporting center.

Here’s the thing … Google uses FUZZY LOGIC to serve your ads on all but exact match keywords.

And even though Google has the best fuzzy logic around, it’s still VERY FUZZY, and the percentage of irrelevant and costly keywords (or content sites) served is frightening.

Thankfully, Adwords provides the reporting center, and there are two reports in particular of immense value … the Search Query Report, and the Content Placement Report.

They can seem overwhelming, but all you really need to do is:

1) Make sure you’ve got conversion tracking installed. (Adwords is ALL about conversion tracking … I really don’t understand how anyone makes ANY money without it)

2) Run the reports.

3) Suppress impressions on poorly performing keywords by adding them as negatives, and suppress poorly performing sites by excluding them.

There are many more valuable things you can do with these reports (like identifying keywords you hadn’t bid on for peeling and sticking into new adgroups … they’ll show up because Google broad matched them using fuzzy logic, etc., … or peeling out a great content site and putting it in a placement only campaign to more effectively manage the bids) … but these are extra credit.

Seriously, in the past 100 accounts I’ve seen, less than 5% had run these reports, leaving a huge gaping hole in the market for you!

pay per click search marketing focus

If you had to choose ONE keyword which represented your best customer, which one would it be?   If you can’t answer that in 10 seconds or less, you’re lacking pay per click search marketing FOCUS.  

Everything on the internet is indexed by keyword.  And every ppc keyword is a conversation … a unique set of desires, concerns, … and a unique mix of qualified and unqualified prospects and customers.

What’s your pay per click search marketing focus?  EVERYTHING in your business depends upon the answer to that question, whether you market online or off, because being able to answer it means knowing exactly what your business is about, at it’s very core …

If you could ONLY run ONE ad and ONE keyword and ONE adgroup to keep your business going, which one would it be?

You need to define your PPC marketing center.

I’ve got a lot more to say about your search marketing center … stay tuned!

the peel and stick MYTH in adwords

When you’ve got a keyword with low CTR in an adgroup, you should probably either delete it, or “peel and stick” it to a NEW group right?

But did you know 99% of Adwords users don’t really know HOW to peel and stick? In fact, 99% of pay per click advertisers don’t even know how to properly DELETE poorly performing keywords from Adwords!

That’s because you’ve got to take the word you deleted (or “peeled and stuck” into another group) and ADD IT AS A NEGATIVE KEYWORD to the group it originated from.

Here’s why.

Take the following keywords in a simple group for my RabbitSecrets.com page (ad has headline “All About Pet Rabbits”)

rabbit –> CTR 1.7%
rabbit care –> 1.9%
rabbit recipes –> 0.27%
rabbit hutch –> 1.0%

I guess there aren’t too many rabbit recipe searchers out there we need to delete the keyword. (Note: don’t eat bunny rabbits … it’s just wrong!)

Also, the rabbit hutch searchers will respond better to a headline about rabbit hutches, right? So I should “peel and stick” rabbit hutch to another ad group, right?

Well, here’s what most people would do.

First they’d delete the rabbit recipe keyword:

rabbit –> CTR 1.7%
rabbit care –> 1.9%
rabbit hutch –> 1.0%
rabbit recipes –> 0.27% DELETED

But would this really suppress all the impressions on rabbit recipes and improveme Click Through Rates?

I contend NO! … especially not by today’s Adwords rules.

The rabbit keyword by itself is a broad match. That means Google can expand it to include rabbit recipes whenever it thinks it might be relevant. And if you run a Search Query Report (you DO run them regularly, right?) … you might be surprised to see how wide Google casts it’s net.

ALWAYS ADD KEYWORDS YOU HAVE DELETED FROM AN ADGROUP AS A NEGATIVE … otherwise you didn’t really suppress impressions on the keyword you intended to delete!

This is also important when your goal is enhanced CTR and CONVERSION via the peel and stick method.

In the example above, if we peel and stick rabbit hutch we want ALL the rabbit hutch traffic go through the NEW group right? But Google can STILL send rabbit hutch keywords through the old adgroup on the broad or phrase match for the keyword rabbit unless you add rabbit hutch as a NEGATIVE.

One might think Google will eventually see the enhanced click through rate in the new rabbit hutch group and funnel rabbit hutch traffic there regardless of how the original group was set up … this is about 85% true in my experience.

But there are situations where it just doesn’t work like this… and if your goal is to take control of the new adgroup traffic, then take control. It’s easier to test, optimize, and figure out what’s really going on with CLEAR BOUNDARIES between adwords groups.

When you delete a keyword from your adgroups, add it back as a NEGATIVE KEYWORD to the same group.

keyword intelligence vs. market intelligence

If I haven’t said it before there’s a HUGE difference between pay per click keyword intelligence and ppc market intelligence.

Keyword intelligence is what your fifth grade daughter can figure out using standard keyword database, or the Google Keyword Tool.

Market Intelligence is the conversation people have in their head behind every keyword search … it’s the sum total of their wants, needs, and desires, expressed in the exact language of the emotions which motivate purchase in the category.

Stop obsessing about keyword intelligence and start looking for market intelligence.

For what it’s worth.