Amazing Results with Adwords

Call Three: Forecast Calls for Showers (or, The Devil is In The Details

    1. Brainstorm and it will rain key phrases!
      1. Take 15 uninterrupted minutes and just start typing every phrase you can think of into a blank spreadsheet.
      2. Think about your offerings right down to the model number or descriptive words surrounding it.
      3. List existing key phases you are being found for
        1. Web hosting visitor log files
        2. Analytics and/or paid campaigns
      4. Check the online resources (mostly for free!)
        1. Overture (which tells you Yahoo's search numbers)
          http://inventory.overture.com
        2. Google Suggest
          http://labs.google.com/suggest
        3. In your Adwords account, you can use the Keyword Tool
        4. Paid tools, such as Word Tracker, are also great, but I think the same can be achieved with the free tools at your disposal.
      1. Go farther in your search
        1. Geographic
        2. Thesaurus / Ontology
        3. Incorrect spelling
        4. Common misspellings
        5. Typos
        6. Phonetic slips
      2. Find the least competitive terms
        1. KEI (Keyword Effectiveness Index)
        2. KEI = (# of monthly searches) / (# of exact results in Google)
        3. Gather (# of monthly searches) from the overture tool above
        4. Gather (# of exact results in Google) by searching for the phrase in quotes
        5. Examine PPC bids
      3. Look keyword phases competitors are targeting on their websites
      4. Ask everyone around you!
        1. Employees
        2. Customers
        3. Friends and family
      5. Take note of all the search terms generated that you should NOT be found for: you will use those later for negative matches!
    1. Avoid flooding: put keywords in buckets
      1. #1 key phrase principle
        1. Fewer words in the phrase = broader possible audience
        2. More words in the phrase = more specifically targeted prospects
      2. Give every key phrase a rating
        1. A = Highly indicative of a qualified prospect
        2. B = Somewhat indicative of a qualified prospect
        3. C = Loosely indicative of a qualified prospect
      3. Next categorize by product, service, industry or audience:
        1. Industry & audience can be the secondary categories based on how their searches might differ from the more general product or service categories.
        2. Why is it so important to properly segregate campaigns?
          • To customize your ad copy
          • To enable Google to analyze your campaign for the Content Network
    2. Check your umbrella plan: categorizing into ad campaigns and ad groups
      1. Campaign Level: Product/Service (e.g. iPod Covers)
        1. iPod Covers
        2. iPod Cases
        3. iPod Protectors
        4. iPod Sleeves
        5. iPod Holders
      2. Ad Group Level: Product/Service (e.g. iPod Covers)
        1. iPod Covers
          1. iPod Covers
          2. iPod Cover
          3. iPod Hard Cover
          4. iPod Soft Cover
          5. iPod Cover Case
          6. iPod Cover Cases
        2. iPod Cases
          1. iPod Case
          2. iPod Cases
          3. iPod Leather Cases
          4. iPod Designer Cases
        3. and so on...
    3. Have a "negative" attitude (about key phrase matching options!)
      1. Broad Match
        1. The default matching option for Google
        2. General terms are matched without regard for word order or additional words
        3. Understand the Expanded Match option which helps to give your ad more exposure if you don't have a well-developed list of key phrases,
        4. Recommended for key phrases of 3 words or longer
        5. A comprehensive list of negative matches is ideal
        6. Can often be your least qualified search terms
        7. Example: iPod Case
        8. Match Result: iPod case review, free case for the iPod, police case for stolen iPod
      2. Phrase Match
        1. Preserves order and spelling
        2. Can be matched with other words in the search query
        3. Best with two or more words in the phrase
        4. Helps to further qualify your searcher
        5. Example: "iPod Case"
        6. Match Result: purple iPod case, best iPod case
      3. Exact Match
        1. Searches must match an match phrase exactly – same spelling, same order, NO additional words
        2. Can generate the most highly qualified leads
        3. When used alone, can severely limit your exposure
        4. Is often where higher click bids are worthwhile
        5. Example: [iPod case]
        6. Match result: iPod case (not even iPod cases (plural) will trigger this ad
      4. Negative Match
        1. Restrict your ads for searches that are not qualified
        2. Can set negative matches at the campaign or ad group level
        3. Integral part of Adwords success because it helps to limit your ads to the most qualified searches
        4. Example: -coach
        5. Match result: ad will not display if "coach iPod case" is searched
      5. Next call review: Ad Copy can make or break your Adwords efforts

Next call: Sell to Me .. in 10 Words or Less