For all the marketers who are using Google AdWords to sell their products/services the idea of keywords is hallowed. They are the thing that can either make or break their business. It hinges on their ability to bring in business.
If your adwords campaign is not successful, you will be wasting hundreds of dollars on ads that failed to bring in anything but idle clickers, people just looking around at everything.
What isn't known by this group of people is that luck doesn't come into play and careful research doesn't guarantee success also.
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.
Well who cares if you have to pay a little more per click? You should because every time that that ad is clicked on you have to pay that amount even if you aren't getting any sales off of it and that could mean a very large deficit in the ad budget. That's why each ad has to function at peak performance so that you can justify the expense.
If you want your ads to be successful than the keywords need to be successful also.
A good keyword will be one which will be specific enough that it narrows down the viewing pool (for example, "indoor swimming pools" rather than "swimming pools") but still general enough that browsers will think to enter it into their search engine (honestly, unless they are professionals themselves they will not know to select a Culligan swimming pool).
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.
If your adwords campaign is not successful, you will be wasting hundreds of dollars on ads that failed to bring in anything but idle clickers, people just looking around at everything.
What isn't known by this group of people is that luck doesn't come into play and careful research doesn't guarantee success also.
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.
Well who cares if you have to pay a little more per click? You should because every time that that ad is clicked on you have to pay that amount even if you aren't getting any sales off of it and that could mean a very large deficit in the ad budget. That's why each ad has to function at peak performance so that you can justify the expense.
If you want your ads to be successful than the keywords need to be successful also.
A good keyword will be one which will be specific enough that it narrows down the viewing pool (for example, "indoor swimming pools" rather than "swimming pools") but still general enough that browsers will think to enter it into their search engine (honestly, unless they are professionals themselves they will not know to select a Culligan swimming pool).
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 adwords pay per click, he's the man!
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