Website Development and Search Engine Marketing
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Selecting Search Terms for Maximum Results

WebInnovations.org will improve your performance on Google AdWords.  The correct search terms are one of the main drivers of a successful AdWords campaign. Some search terms are obvious based upon your business, as in the case of a store selling summer dresses.  “Summer dresses” would most likely be a selected keyword instead of “dresses”.  The keyword “dresses” is broad and will create many clicks for products other than “summer dresses” increasing the cost of the campaign but not generating sales.

 Usually, we start with a cadre of approximately 100 search terms, dependent upon the business, and monitor their performance over several weeks.  Many factors influence a search terms performance including the volume of searches, competition for a page one ranking, its relevance to the ad, and its relationship to the landing page.  Fortunately, the bid price is only one ranking factor considered by Google.

Search terms exist in four different “states”.  Broad matched keywords are the most general and the ad will appear more frequently, however, the relevance may be less and the cost higher.  Phrase matched keywords are triggered when someone enters the keywords you have identified as a phrase match.  For example, if your phrase matched keywords are “tennis rackets” your ad may appear for the searches “tennis rackets”, “Wilson tennis rackets”, “cost of tennis rackets”, etc.  Exact match keywords must match the search query exactly and these terms tend to generate less traffic but can be more profitable.

Negative keywords are those that prevent your ad from showing for a particular search.  For example, if you are selling LCD televisions you may decide that you only want to attract visitors in the buying stage.  The negative keyword “information” would cause the ad not to show to those looking for information on LCD televisions.

The cost of a keyword is related to its popularity and the number of competitive bids. Quality score is used to level the playing field between the highest bidders and others.  Quality score is influenced by the quality of the ad (it must contain keywords), the content of the landing page which must be related to the keyword, the click thru rate for all keywords in the account, and other factors. A high quality score can cause a lower bid keyword to appear in the number one position.

Once we have the basic keywords we identify hundreds of others that may be valuable.  We determine the number of searches for all keywords added to the campaign.  Oftentimes we identify keywords that the competition has “missed” and these terms tend to be less expensive. A good example is a keyword that is a common misspelling such as “in vetro fertilization” vs. “in vitro fertilization”. The cost for a number one listing for “in vetro fertilization” is much lower than “in vitro fertilization”.

After the campaign runs for 3-4 weeks we examine the impressions and click through rates for all keywords.  Those receiving few impressions and clicks are deleted.  There will also be keywords that receive many impressions but few clicks.  In this case, we examine the ad and assess the need to optimize the landing page to discover how to increase clicks. Keywords with a high number of impressions but few clicks can lower the quality score.

Eventually, there will be a tightly themed group of 25-30 keywords for each campaign.  In most cases, having hundreds of keywords does little to increase clicks but can lower the quality score. Keywords are evaluated on an ongoing basis.  WebInnovations.org has the experience needed to properly manage the most profitable keywords increasing clicks while controlling cost. Call for more information and a free Web site evaluation.

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