Tuesday, October 16, 2007

Picking Great Keywords

To all those using Google AdWords to promote their products the concept of keywords is a sacred one. The effectiveness of their keywords in attracting business is often the deciding factor between success and failure.

An unsuccessful AdWords campaign can lead to hundreds of dollars in wasted advertising as their ads fail to draw in productive leads but still generate plenty of idle interest among the portion of internet browsers with little else to do but browse through the "Sponsored Ads" to see what there is to see.

What they don't know is that luck really has nothing to do with it and neither does careful research, in finding profitable keywords.

Yes, a quick glance at a search engine's database will show the keywords which generated the most business over an established period of time; however, these keywords are going to generate hundreds of pages of results due to their popularity and internet browsers are not going to look beyond the first five to ten. That means that anything on the remaining ninety pages is going to go unviewed.

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.

That means that they are going to need to pay more for each time their advertisement is clicked than the people on the other ninety-nine pages if they wish for their ad to appear on the first page.

This may not seem like much, but when one takes the time to consider the fact that the advertiser is going to have to pay that sum each and every time that the ad is clicked, whether it generates a sale or not, the potential for lost advertising dollars is tremendous. Therefore, each ad is going to have to be as effective as possible in order to justify the amount of money being spent on it.

For each ad to be successful it is important that the keyword be as successful as possible.

An optimal keyword should be narrow enough so that it can narrow the field down (like "little league football" rather than "football") but you also want it to be broad enough that someone would actually search for it.

Anyone having difficulty selecting keywords for their advertisements can use any one of the vast array of tools available through Google's AdWords site, www.adwords.google.com.

By: Kirt Christensen

Kirt Christensen's dynamic flair in AdWords Management as he managed over $612,000 of annual ppc advertising for clients, has them raving about him! managemypayperclick.com

1 comment:

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