It is essential to know which keywords or keyphrases you should use that will allow people to easily identify your ad when you begin creating and writing for your Google Adwrds campaign. An expert in Google Adwords, Perry Marshall, advises all pay-per-click managers and Adwords users to utilize Google Adwords Keyword Selector Tool in each ad’s design. This free tool allows you to find the most profitable and popular keywords in your niche, and can also help you drill down related keywords that you can use for other campaigns or just general keyword research. The Keyword Tool is especially helpful for fine-tuning your efforts when ads are performing poorly; if you’ve written an ad using low-traffic keywords, there is a good chance that your ads are not being clicked enough to make your ad effective.
There are several ways to use Google Adwords Keyword Selector Tool so that you can optimize your Adwords campaign:
1. Start with a broad search. Many people make the mistake of using very specific keywords or keyphrases when they first begin conducting research with Google Adwords, but this can leave you with only mediocre results. Start with a broad search instead and drill down your results using the ’synonyms’ tool that offers suggestions and variations as part of the results.
2. Use a set of similar keywords as you create different ad groups. Make sure you are creating an entirely new ad group for every campaign so you can keep track of what is working - and what isn’t. You can also make use of the ‘relevant keywords’ feature already built into the Google Adwords Keyword Selector Tool that helps you narrow down your search with ease.
3. Use a ‘negative keywords’ strategy. Sometimes optimizing your Google Adwords campaign will involve taking away words that do not work for your market; the Google Adwords tool can be tweaked to stop showing certain words that may not be relevant to your particular niche. For example, if you are selling greeting cards but your basic search keeps showing results for ‘free greeting cards,’ you can eliminate the word ‘free’ by designating it as a negative keyword. The Google Adwords Keyword Selector Tool will now only show you results without the word ‘free.’
4. Use the Site Content feature if you don’t know where to start. Google can scan your web page and offer suggestions of keywords based on your site’s content. For example, if your home page provides information about services and trends in your marketplace, these may be strong keywords for your particular niche. When the scanning process is complete, you will see a list of highly targeted keywords related to these ideas and topics in your results.
5. Location, location, location. Including the location (a town, a city, or a state) to the key term or key phrase is very crucial. If you are currently establishing a service or product in a specific area or location, it can be very useful since the traffic you get out of these keywords will definitely be higher and qualified ones compared to general search. Find the best combinations for your ad campaign by adding a keyword or keyphrase with a location.
