Sun Jan 06 13:02:42 PST 2019

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Use Specific Words!
Choosing a keyword for pay-per-click ads is similar to choosing a keyword for
search engine optimization. You do not want generic terms. Frequently, single-
word terms bring so many competitor clicks, compulsive clicks, untargeted
prospects, and fraudulent clicks that it is hard to justify buying them unless they are
part of a branding campaign. Single words are usually poorly targeted AND more
expensive. If you get into bidding wars over general terms, you are playing the
game all wrong. Actually, the game is playing you.
Use Small Ad Groups
One of the easiest ways to garner a high ad clickthrough rate is to ensure your ad
groups are tightly focused on a core group of related keywords. Using many niche
groups means that each searcher is going to find a more relevant ad and more
relevant shopping experience.
Do Not Follow the Crowd
Bid prices may not be justified where they are. Many times people feel they need
to have certain terms. Without tracking them, these people lose money and do not
know why they are losing.
Sometimes people chase a few core terms that give them an inflated artificial value.
If you try to do exactly what the other ads are doing, you may fail. In some
markets, the top-listed ad is losing money on each and every click.
When Following the Crowd
There are numerous tools that will show you some of the terms on which
competing sites are bidding. KeyCompete.com allows you to access a list of many
of a competitor?s ads for as little as $20 and SpyFu currently offers an affordable
monthly subscription program.
Just because a competitor bids on a term does not mean that there is traffic or that
the term is commercially viable. However, competitors can help give you many
keyword and content ideas.
Use Creativity to Lower Cost and Increase Conversion
Rates
Keyword Selection
Think creatively. Try to imagine what your customers may type into the search
engine to find what you are selling. You may even want to bid on terms that exist
in a question format. Think of your target audience. Maybe these terms are
problems that people have. Perhaps these people do not even know your product
exists.