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,
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| Lawrence Talent |
P.S. When you are ready for the next Google AdWords step, don’t be afraid to step up here: AdWords Secrets!