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KEYWORDS PRO TIP Note that you can add a maximum Now that the Ad Group has been created, of 25 campaigns at one time. Don’t you must select your keywords. Your goal is see this as a restrictive limitation, to select the right keyword/ad combination but a useful guideline. If you’re to get the best conversions. A lot of this exceeding this limit, your comes with practice, but I will go over some campaigns most likely need of the best tools and methods for tightening up for greater relevancy. approaching keywords. KEYWORD MATCH OPTIONS Exact Match Exact match means that you can’t put anything before, after, or within the keyword phrase. The search must be exact. It’s the most restrictive of the four, and should be used carefully. Negative Match The negative match can be useful for counteracting the downside of a broad Broad Match match. For example, you can keep the “rose” search relevant by making negative The broad match means that anyone who types in a keywords for the “Rose Parade” and general keyword will see your ad. The positive side “Pete Rose” to keep those searches from of broad match is that you will probably get the most cropping up. impressions, but the downside is that it will draw up matches from searches that are unrelated (for example, a broad match for “rose” will also appear on searches for the Rose Parade or Pete Rose) Phrase Match A phrase match allows you to lock a string of words so that someone searching can only add words before or after the keyword phrase. USING THE KEYWORD TOOL The Keyword Tool is critical for any Adwords campaign, because it helps you determine what people are searching for and what keywords you should bid on. You will have the option of narrowing your searches down through a variety of ﬁlters: Match Types Keyword Search QUICK TIP You will have the option Here is where you enter One of the quickest ways to select your ﬁrst to select broad, exact, search terms for your keywords is to simply search for the top 10 and phrase match keyword, such as a a keywords from your main competitor’s keywords. word, phrase, or a url. website and add them to your campaign. QUICK TIP Broad match is the most common match type used by advertisers. If you’re planning on using it, be sure to have a lot of speciﬁcations and negative keywords so that you’re only targeting relevant searches. QUALITY SCORE KPI Your quality score is the ranking KPI stands for Key Location that google assigns your ad and Performance Indicator, You can search under local keyword within an Ad Group. It’s in other words the monthly searches, which dependent on variables such as metrics you use to focuses on a selected impressions served, click-through measure the success of country, or global monthly rate and cost per click. your campaign. searches, which applies worldwide. MORE KEYWORD TOOLS Google Analytics Google Analytics is a great tool for tracking your trafﬁc and expanding the depth of your keyword research. Browse Organic Searches to see what keywords people are clicking on Google to get to your website. This is important because if you have complimentary paid and organic ads, you have a 50% chance of getting clicked. SEMRush SpyFu Look at the top 10 keywords listed SEMRush is a free SpyFu is another option for searching your (note that the ﬁrst and easy way to competitor’s keywords. The difference it offers from will be missing), discover what SEMRush is that it allows you points of and be sure to add keywords your triangulation, where you can compare and contrast those to your competitors are different options. campaigns. You can bidding on, and add them to a new when. group called SEO Keywords, and be I’d recommend sure to update and paying for a pro track them, account, because it because they will gives you 10,000 be diﬀerent from results per report, the ones on organic and paid Google’s Keyword insights, and you can tool. easily export all of this data.
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