Fri_Feb__8_08:00:07_PST_2019

302 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 0 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.