|
|
|
A Website Is Not Enough
Your small business needs an appealing and professional website but that is just the beginning. If no one visits your website and -- more importantly -- if it does not bring in new customers and allows you to sell more to your current customers,...
How To Maximize Your PPC Campaign
Do you have any idea how much money you are throwing away on your Pay-per-click (PPC) advertising? Do you know which keywords are converting into orders? Do you know your advertising (conversion) cost per order?
If your answer to any of the...
Organic "Natural" Search Engine Optimization versus Pay-Per-Click Search Engine Advertising
When you purchase visitors or “clicks” from a search engine, this is called “pay-per-click” (PPC) search engine advertising (or PPCSE). Pay-Per-Click Search Engine Advertising allows you to quickly get top search engine placement by “bidding”...
Pay Per Click and Search Engine Optimization – A Perfect Marriage
Pay per click or search engine optimization, which one should you use? Many view PPC marketing as a colossal waste of money while others disdain search engine optimization. In reality, the two marketing strategies form a perfect marriage. ...
The Basics of Making Money with Blogs And AdSense
Copyright 2005 Mal Keenan
Google AdSense is undoubtedly the most popular Pay Per Click (PPC) program in the industry today. By enrolling your site under the said program, AdSense will display a series of ads on your pages. You stand to earn every...
|
|
| |
|
|
|
|
|
|
Google Adwords – Manipulating Keywords For Success
As you probably know, Google Adwords is a pay-per-click solution offered by Google. As with other PPCs, you are given the ability to place your small advertisement on various platforms controlled by Google. While the platform provides you with a large audience, you must manipulate your keywords to generate success.
Matching Options
When running an Adwords campaign, you can and should define when your keywords will appear in search results. To do this, you can select matching options for each of your keywords to either reach a broad audience or target a niche.
The Google Adwords platform allows you to select four matching options:
Broad Match
Broad match is the default setting for an Adwords campaign. Broad match means your ad will appear in search results when any combination of the words in your keyword phrase search. Many an advertiser has learned expensive lessons using this setting. Let’s look at an example.
Assume I am selling travel writing diaries and using “travel journals” as my keyword phrase. Any time a person enters any combination of “travel” and “journals” in a search, my ad will appear. The ad will also appear for plurals and relevant variations. While this may sound great at first glance, a broad match setting can result in low quality hits and poor conversion rates. A person searching for travel journal stories is going to see my link. While a decent percentage will click my link, they are far less likely to buy because they are just browsing. Using broad match, my costs go up and my conversions go down.
Broad match isn’t necessarily a bad option. If your product makes a popular Christmas gift, you definitely want to use the broad match option in November and December. You prospective clients will be motivated to buy. Even the “browsing” surfers will convert well.
Phrase Match
Phrase match is a matching option that gives you
a bit more control over your ads. Phrase match tells the Adwords platform to only show your ad when a search is conducted for the particular order of your keyword phrase. Using the phrase match option for “travel journals”, my ad would appear when someone search for a phrase with “travel journals” in it, but not “journals travel”. To use phrase match for keyword phrases, you simply place quotation marks around them.
Exact Match
Exact match is…exact match. It is the most targeted option. You should use it only if you want your ad to appear in searches for the exact keyword phrase as written. For instance, if I want my ad to appear in searches for “travel journals” and nothing else, I will use the exact match. To select the exact match option, simply place brackets (“[]”) around the keyword phrase.
Negative Match
No, the negative match option doesn’t involve cussing, insults or adult sites. Instead, it allows you to designate which keyword phrase search results you do not want your ad to appear in. For example, I may not want my travel journal product to appear in search results for “Amazon travel journals”. I would simply list the keyword phrase with a dash (-) in front of it and my ad will not appear. The negative match option is a tremendous option for eliminating junk traffic from your Adwords campaign.
The Google Adwords platform is a tremendous advertising platform. Effectively manipulate your keywords and it can be a highly profitable one as well.
About the Author
Halstatt Pires is with Marketing Titan- an Internet marketing and advertising company comprised of a search engine optimization specialist providing meta tag optimization services and Internet marketing consultant providing internet marketing solutions through integrated design and programming services.
|
|
|
|
|
|