Doing the Unthinkable - Deleting Keywords!
I get this all the time…
“Lawrence, I am getting slapped by Google up the wazzu!”
I ask, “well, how many keywords do you have and what sort of CTRs are they getting?”
“Well, I have 100 keywords inside one adgroup and 72 of them haven’t really gotten any impressions…”
“Well, DELETE THEM then!”
…
And of course, they don’t. I’ll let you in on a lil’ secret, Google hates that. Google hates seeing a bunch of keywords in your campaign that aren’t getting impressions nor clicks. They construe that as irrelevant, and the last thing you want is to come across as irrelevant to Google. That’ll kill your campaign.
The old method of setting up an AdWords campaign which involves throwing mudd against the wall hoping some will stick doesn’t work anymore. Google no longer likes you having hundreds and thousands of keywords in your campaigns in hopes that a few of them will luckily work out for you.
No no… They punish you now. They look at actions like as an affront. They then look at you as a stupid marketer that needs to be slapped - and they are more than happy to do so. So the Google hammer comes down and you all of a sudden see your bids jack up to $5.00 and $10.00. Ouch.
To help avoid this you need to first start by making sure your keywords are relevant to what you are advertising. Take some time an actually THINK about this for a moment. Do some research. Use tools such as WordTracker and SEO Book to help you come up with relevant keywords.
And for the love gawd, be grown up about it and don’t be afraid to clean house once in a while.
A certain keyword hasn’t been generating any impressions for a while now? Get rid of it!
Another keyword gets you load of clicks but no sales? Delete it!
Look, there are two ways to optimize your campaign:
- Add more keywords in search for profitable ones
- Trim away keywords that are NOT performing
This is no AdWords Secret: Do both and you’ll see your campaigns flourish.
Lawrence Talent
Google Announces Major Quality Score Changes…
Okay, this is coming straight from Russel Wright - he’s got the scoop on what’s shaking over at Google land and here it is:
In July 2005, AdWords introduced minimum bids for keywords based on Quality Score. This system allows us to show very high quality ads to Google users, while also giving advertisers control over their keywords. Since 2005, we’ve improved Quality Score in many ways, such as the inclusion of landing page quality and landing page load time as factors. Along the way, we’ve also received much helpful feedback from both users and advertisers.
Today, we’d like to let you know of further improvements we’ll introduce in the coming weeks — based, in part, on this feedback. First we’ll outline the key points, and then dive into the details:
* Quality Score will now be more accurate because it will be calculated at the time of each search query
* Keywords will no longer be marked ‘inactive for search’
* ‘First page bid’ will replace ‘minimum bid’ in your account
A more accurate Quality Score
Most importantly, we are replacing our static per-keyword Quality Scores with a system that will evaluate an ad’s quality each time it matches a search query. This way, AdWords will use the most accurate, specific, and up-to-date performance information when determining whether an ad should be displayed. Your ads will be more likely to show when they’re relevant and less likely to show when they’re not. This means that Google users are apt to see better ads while you, as an advertiser, should receive leads which are more highly qualified.
Keywords no longer marked ‘inactive for search’
The new per-query evaluation of Quality Score affects you in that keywords will no longer appear as ‘inactive for search’ in your account. Instead, all keywords will have the chance to show ads on Google web search and the search network (unless you’ve paused or deleted them). Keep in mind, however, that keywords previously marked ‘inactive for search’ are not likely to accrue a great deal of traffic following this change. This is because their combined per-query Quality Score and bid probably isn’t high enough to gain competitive placement.
‘First page bid’ will replace ‘minimum bid’
As a result of migrating to per-query Quality Score, we are no longer showing minimum bids in your account. Instead, we’re replacing minimum bids with a new, more meaningful metric: first page bids. First page bids are an estimate of the bid it would take for your ad to reach the first page of search results on Google web search. They’re based on the exact match version of the keyword, the ad’s Quality Score, and current advertiser competition on that keyword. Based on your feedback, we learned that knowing your minimum bid wasn’t always helpful in getting the ad placement you wanted, so we hope that first page bids will give you better guidance on how to achieve your advertising goals.
It’s worth mentioning that the impact of these changes will vary from advertiser to advertiser; some might see no changes to their ad serving, while others may see a noticeable difference. As always, we recommend optimizing ads to prevent them from receiving a low Quality Score.
Putting it all together
Here’s an example to illustrate how per-query Quality Score works:
Nancy’s Dairy advertises on the keyword ‘milk.’ Nancy’s ads perform better on the keyword ‘milk’ in the U.S. than in Canada. Her ads also perform better on the query ‘milk delivery’ than on ‘milk,’ and better on certain search network sites than on others. Instead of one static Quality Score and minimum bid that determines whether the keyword ‘milk’ is eligible to trigger an ad for all search queries, we will now determine eligibility dynamically, based on factors such as location, the specific query, and other relevance factors. For that reason, Nancy’s keyword ‘milk’ will be able to trigger an ad for search queries where it’s likely to perform better, i.e., in the U.S., on ‘milk delivery’ and on certain search network sites.
We’re working to update the AdWords API and AdWords Editor so that, in the future, they will support first page bids. Until then, both the AdWords API and AdWords Editor will continue to show the minimum bid field. However, the information shown in this field will be based on the new per-query Quality Score. You may keep current with upcoming API releases on the API Blog and learn about upcoming AdWords Editor releases via the AdWords Editor Forum.
Finally, please note that we’ll release these Quality Score changes to a very small segment of advertisers within the next day or two, so that we can gather feedback before launching to all our advertisers. We will, of course, post again in advance of the time that these changes go live for everyone.
How to Get Around the Affiliate Google Slap
Here’s a sneaky little trick I discovered. After getting slapped for promoting an affiliate product (despite having a GREAT track record with Google AdWords), having tightly knit relevant keywords in specific ad groups, ads that have the keywords in it, and spending good chunk of change with Google every day… I was forced to scramble and think of something else. Something that’ll get us on the good side of Google.
Well, at first we tried what most marketers will tell you to do, which is just go to GoDaddy (or in our case, Namecheap) and purchase a domain name, then merely have it do a redirect via a Frame to your affiliate site. For some this might work, for others, this wouldn’t (depending on the level of your Google Slap I reckon). And for those that it does work for, I imagine it’s only a matter of time before Google comes around and slaps you again!
What I suggest you do instead is to indeed buy a domain name, but rather then doing a direct redirect/frame, have it point to your server. Within your server, setup your files such that you have an IFRAME that captures the webpage you are interested in. This then allows you not only still have the opt-in box enabled via your affiliate link (as long as you iframe that box at the very least) but also to capture all the other information on the capture page if you wish.
That is… assuming you’d even want to do that. Better yet, I suggest you iframe ONLY the opt-in box (unless there’s a video) while replicating the rest of the capture page so you can custom tailor your message. You can “replicate the rest of the webpage” via merely saving the webpage through our browser. Now you can add in any other content that you want (specifically relevant content) to help improve your AdWords (or “AdWords Overture“) quality score.
How to Write Killer Ads
How To Write Traffic Sucking PPC Ads
You, like everyone else in this country, are inundated with piles of junk mail everyday - from the small local business to the large corporations - they are all using the US Mail soliciting for your business.
For the most part, this is a nuisance and only serves to kill off the rain forest. But once in a while, a particular mail piece will catch your attention and cause you to take action.
This action could be any or all of the following:
- Opening the envelope
- Reading the content of the envelope
- Visiting a website to learn more about the offer
- Calling a 800 number
- If the piece is a coupon, visiting the business to take advantage of the offer
- Purchasing a product
… among many other possibilities.
Have you ever wondered why certain mail pieces compel people to take any of the above actions, while others are thrown in the trash unopened? Why do they even bother sending you stuff if they are only going to waste money?
Did you ever find yourself being pulled in by a Real Estate piece offering an irresistible refinance deal so you can pay off your debt and lower your mortgage payment at the same time?
What about the cheap postcards with the JC Penny picture of a real estate agent you’ve never met? Why are you so quick to dump those?
Well, the answer lies in the copywriting – this includes what’s written on the envelope, as well as the content of the letter inside. You can view Google AdWords copy as analogous to the writing on the outside of the envelope.
With an envelope, what you write on the outside will be the difference between someone dumping the envelope unopened and that person taking a step towards the sale.
Lesson #1:In AdWords, having good ad copy is the difference between your ideal customer clicking on your ad, to be taken to your website, and completely missing out on your offer and lowering your Click-Through-Rate (CTR). |
How High Click-Through-Rates Lower Your Advertising Expenses
Like any other business and contrary to the beliefs of many of its loyal socialist followers, Google’s primary goal is to make money – lots of money! And they’ve been very successful at taking over a good chunk of the internet real estate market.
And one way they did it is by giving the public what they want, which includes relevant listings – both organic and sponsored. Naturally when your AdWords copy is relevant to the keyword you are bidding on, your CTR will go up.
If your CTR is high, Google wants you to beat out the rest of the ads because more clicks translates to more money for them. So what they will do is lower your Cost-per-Click (CPC) and raise your rankings on the listings so you can be more prominent on the sponsored listings.
It is actually possible for someone ranked at #1 of the sponsored links results, to be paying less per click than someone ranked at #6. Why you ask?
Well, because 100 clicks at $0.15 cents per click, is better than 50 clicks at $0.25 cents per click over the same volume of searches.
Lesson #2:You can’t simply buy your way to the top of Google AdWords – or at least not without going broke. You have to make a real effort at serving the best interest of the searcher, which will translate to more conversions at a lower cost per sale for you and more money for Google. Win-Win! |
Discover the Power of Relevancy in Your Ads
As we discussed in the previous newsletter, Google prefers tightly organized Ad Groups, because it demonstrates to them that you are making a real effort at being relevant and organized with your campaigns.
Methods we discussed were: a) one-keyword per ad group, b) the 3 match-types of one keyword per ad group c) campaigns organized by match-type & d) simply limiting the number of relevant keywords under one ad group to less than 9.
Another technique, which will help boost your CTR and quality score with Google is using the actual keyword you are bidding on within your actual ad. Google will use bold font on the keyword, which was searched for in both organic and sponsored listings. The bold will attract more clicks, therefore increasing your CTR. Always try to include the keyword you are bidding on, in your ad if possible.
Lesson #3:Include your keyword in your ad. |
Auto-Insert {KeyWord:}
If you use the auto-insert code {KeyWord:<default keyword>} within your ad, Google will automatically insert the keyword which was searched in that part of your ad. However, Google will not reward you for performance if you do this, so your CPC will probably not go down.
The advantage to using this would be for testing purposes. Using auto-insert, you can see which keywords in your list perform well then use the “peel and stick” method for that keyword – meaning create a custom ad group and ad for that keyword, using the practices described in this article, without using auto-insert. This will result in Google rewarding your for performance and lowering your CPC.
Lesson #4:Use KeyWord:<default keyword> sparingly and to split test. |
Secret Google Ninja Tool
A great tool to make this organization job a bit easier is to use AdWords Editor. AdWords Editor is a NOT widely known piece of desktop software, which Google created to make AdWords management easier. The power in this tool lies in your ability to quickly modify and upload campaigns in BULK.
Lesson #4:You can download AdWords Editor for free at: http://www.google.com/adwordseditor |
This is it for now, next time, we’ll get down to the nitty gritty details of creating an ad that will stand out from the rest of the crowd! See you next time.
To Your AdWords Domination,
 |
| Lawrence Talent |
Picking Your AdWords Keywords
Last time we covered a few keyword selection tips to get you started. Today, we will continue discussing keyword selection strategies that will elevate your AdWords game dramatically.
Let’s get to it!
Pick Lateral Keyword Topics
Now… just because you have thought up of some keywords that you think are super powerful doesn’t mean that they will be. Some factors that will go into determining if you should bid on those keywords include:
- Relevancy of the keyword to your product
- Amount of competition
- Others promoting the same product
- Number of users searching for that keyword per day
- Cost per click
The way you find out how your keywords measure up is by scouting your market on Google. Start by doing a search on Google using your keywords. Take note of how many sponsored ads are already in place – this tells you how many people are competing against you.
Next, look at their ads. How enticing are they? Do they motivate you to want to click on them? Then click on them and see what they are promoting. Make notes of everything.
All of this will help you get a better idea how competitive the market is.
Use the Google Traffic Estimator: https://adwords.google.com/select/TrafficEstimatorSandbox
Are they of high traffic volume? How much is the minimum cost per click? What about the expected ad position?
Also use other online FREE research tools. All tools have their strengths and weaknesses, which is why we recommend more than one.
Using http://itarget.info/Bulk-Keyword-Research-Tool/ and/or http://www.digitalpoint.com/tools/suggestion/ you can get an idea of how much traffic your keywords can expect. Whatever number these tools give you, multiply it by 3 and that’s a good estimate for the expected traffic on your keyword.
Lesson #4:Study your competitor and know your market. |
Mastering the Long Tail with Width
Expanding your keyword list and capitalizing on the “long tail” is a very important aspect of your marketing, but you shouldn’t allow yourself to get pigeon holed with only one category.
Let’s define the “long tail”:
Let’s say you are promoting a martial arts boot camp course on DVD. And one of the things people might be interested in may have to do with self-defense. So you think that one of your key words should be “self defense”. Then you add depth to that word by coming up with more specific keywords related to self-defense like: “personal defense”, “self protection”, “women’s self defense”, “effective self defense”, “easy to learn self defense”, “self defense for the handicapped”, etc.
Adding this specificity is called the long tail of self defense.
As you can see, each new keyword is just an extension of the first keyword – but you are homing in on a more targeted audience. And this is great and recommended, only when you have identified your market.
You don’t want to ever be wasting hours or even days coming up with a long tail of keywords for the wrong PPC market!
You’ll be wasting all your time, energy and money bidding on keywords, which may perform poorly.
Lesson #5:What we suggest you do is first think broad or laterally. Go ahead and select a few key phrases related to “self defense” which haven’t been inundated by competitors yet, but may be very related to what you are offering. For example, rather than focusing only on self defense, perhaps try the market which is searching for a martial art like Karate, Krav Maga. Or one that’s interested in law enforcement training. Or even something like dealing with bullies. Only after you run your campaign for a bit and figure out which keywords are winners should you spend more time going into more depth for the winning keyword categories. |
Keyword Criteria
Now that you have a few cool tools, narrow down your list using the following criteria:
- Highly Relevant – imagine your ideal customer. What would they be searching for on Google?
- Low-to-Medium CPC – initially, don’t go for the obvious keywords, because you’ll get killed by the competition. Focus your initial testing on low-to-medium cost keywords (< $0.40).
- Low-to-Medium Competition – it’s good to get your feet wet with low competition keywords, then move up from there. It doesn’t mean you shouldn’t try to out perform other advertisers, but that will happen as you gain more experience.
- Medium-to-High Traffic – this might be a little harder, but as you start thinking laterally about your keywords, you are going to stumble across a few medium-to-high traffic keywords which are not being bid on my many people.
For example, if you are offering an online business opportunity you might consider targeting ex-cons looking for employment. These folks generally have a hard time finding a decent job, so they might be interested in learning how to make some money online.
Lesson #6:Pick keywords that are highly relevant, low-to-medium Cost-per-Click (CPC), low-to-medium competition and medium-to-high traffic. |
There is still much to cover on keywords. We will be coming back to the more advanced strategies later on in the AdWords Seduction Newsletter.
In the next newsletter, we take a look at how you stay organized and efficient with your keywords and how that affects Google’s perception of your campaign.
Stay tuned!
To Your AdWords Domination,
|
| Lawrence Talent |
P.S. When you are ready for the next Google AdWords step, don’t be afraid to step up here: AdWords Secrets!