Picking Great Keywords
Kirt Christensen
To all those using Google AdWords to promote their products the concept of keywords is a sacred one. The effectiveness of their keywords in attracting business is often the deciding factor between success and failure.
An unsuccessful AdWords campaign can lead to hundreds of dollars in wasted advertising as their ads fail to draw in productive leads but still generate plenty of idle interest among the portion of internet browsers with little else to do but browse through the "Sponsored Ads" to see what there is to see.
What they don't know is that luck really has nothing to do with it and neither does careful research, in finding profitable keywords.
Of course taking a look at the database of a search engine will reveal the keywords that attracted the most business in a given time period; but the keywords are going to produce tons of results pages because they are popular. Internet searchers aren't going to look past 5 or 10 pages. So anything beyond that point is not going to be seen.
It is evident that an ad must be among the first pages to be assured of some kind of success. What does that have to do with keywords? To be assured of their ads showing up on the first 5 or 10 pages, those very prime spots, a marketer will have to have one of the higher bids on that keyword.
Of course that indicates that a higher price will be required for each click on the ads if we want to stay on the first pages and not end up on the other ninety nine.
Now that may not seem to be a great amount, but if you think about it the marketer has to pay that amount for every person who clicks and every click he makes even if no sales are generated. The possibility for loss of advertising monies is great. That is why every ad needs to be functioning as optimally as possible to warrant the expenditures.
For each ad to be successful it is important that the keyword be as successful as possible.
The best keywords are those that cover a specific topic so that you can eliminate some of the unrelated words (such as "small dog breeds" as opposed to "dog breeds"). At the same time you want to be general enough so that someone might truly enter it in their search engine.
If you are having trouble choosing your keywords for your ads, go and visit some of the terrific tools that Google makes available for the adwords customers. www.adwords.google.com.
About the Author:
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to ppc management, he's the man!
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