Three Simple Steps To Building The Best Keyword List For Effective Advertising With Google AdWords
Topics: Google, Adwords, Yahoo, Search Marketing, MSN, Adcenter, pay per click, advertising, internet
The success of Google is based on its ability to deliver relevant results to searchers and that includes both organic results (the natural results that appear in the left column) and sponsored results (the Google AdWords ads that appear in the right column) on the search engine results page.
To create the most effective Google AdWords advertising, it is important to not just consider your desired output (the ad itself) but to first focus on the users input: what keyword or keyword phrase is the user entering into the search engine?
Here are three simple steps to insure you are choosing the best keywords for effective advertising with Google AdWords:
Step 1: Brainstorm and Research Your List of Keywords
What are the obvious keywords for your product or business? Make a list of as many keywords as you can possibly come up with. Think of keywords like lottery tickets: the more you have, the greater your chance of winning the prize (in this case, the prize is your prospective customers finding you).
Once you’ve thought of as many keywords as you can on your own, ask some of your current customers what words they would type into Google if they were looking for a product or business like yours. With this method, you may be surprised to learn some search terms you had not previously considered.
To expand your potential list even further, use the free Google AdWords Keyword Tool (find it by Googling “Google Keyword Tool”). By using this tool, Google will be happy to help you quickly and easily expand your list of relevant keywords.
Step 2. Build Your List of “Negative” Keywords
Let’s face it: the real goal is customers, not just traffic. Think of what search words users might enter for which you would not want your ad to show. As an example, for many businesses, “free” is a search term for which you don’t want your ads to appear.
Another example is this: if you sold baseball bats, you would probably want the word “vampire” as a negative keyword to make sure that people searching for “vampire bats” would not be shown your ads.
These are called “negative” keywords, and using them wisely will help reduce your unqualified traffic and thereby reduce your advertising costs without losing revenue. Consider which negative keywords you can use to better qualify who sees your ads.
Step 3. Refine Your List with Buying Key Phrases
Now it’s time to focus your list to the most profitable and highest converting keywords. For example, if you were selling brake repair services in Atlanta, which keyword phrase would you rather show your ad for: “brake repair” or “brake repair Atlanta”?
I think you will agree that with just the addition of the one word “Atlanta”, this search is much more focused and it is far more likely that this searcher is actually looking to purchase brake repair service rather than just researching the topic of brake repair. Think about how you can expand your particular keyword phrases to make them more targeted to searchers who are actually looking to buy your product or service, rather than just gathering information.
In summary, the most important part of any advertising campaign is to ensure that the advertising is being directed at the group of consumers most likely to make a purchase (the target audience). Choosing keywords that reflect their needs and the popular search phrases they are using will ensure that the profits of a Google AdWords campaign are maximized with the minimal amount of capital required.
Learn more about building successful pay per click advertising campaigns with Google, Yahoo and MSN at www.my-adwords-manager.com. With over 25 years marketing and advertising experience, Dennis Rosenberg creates and manages pay per click campaigns for a variety of products and services.
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