The Maine SEO Blog

Create ad and keywords: Keywords

Even though it seems a little out of order to me, you’ve created your ad – so now it’s time to choose the keywords you want to bid on for that ad.

Select Keywords

Based on your ad copy, Google will give you suggestions for keywords. Even with this list, as always, I would recommend getting a keyword analysis. You might be missing opportunities with paid search, just as with organic.

You can enter as many keywords as you like; just remember – you’re going to pay every time someone searches for one and clicks on your ad. Choose wisely.

As you input keywords, Google will estimate the search traffic. Notice that this estimate is for the entire list of keywords – not on an individual basis. What do these numbers mean, do you ask?

• CPC (Cost Per Click): How much you pay per click. In this instance, Google is estimating “pet gifts” will cost me anywhere between $.62 and $1.31
• Clicks/day: The estimated number of clicks (not impressions) Google estimates I’ll receive from this keyword per day.
• Cost/day: The estimated amount 60-76 clicks will cost.

While just estimates, the traffic summary will give you an idea how much the keyword costs – as well as how relevant it might be.

Match Types

Match types are, without a doubt, critical. In order to get traffic – the right traffic – and acquire accurate impressions data, make sure you root out any keywords that don’t apply to your product, service, and ad.

Broad match will match your phrase, including any other (relevant) variations. “Phrase match” will match the phrase, but still pick up searchers who add for long tail searches. [Exact match] will match only that phrase or term. - Negative match will ensure your ad does not show up for that query.

Negative match is one of the most powerful in the group – rooting out those queries that don’t apply. You may be thinking “when someone searches for my term, they’re looking for me”. Not so. Trying Googling your keyword(s). Look for results that both a) don’t exactly relate to your industry and b) don’t relate to this particular ad.

Congratulations!

You’ve just added your first set of keywords to the campaign! Next time, we’ll delve into ad placements.

Nicki Hicks
Keyword-holic

Tags: AdWords, keywords

This entry was posted on Thursday, December 17th, 2009 at 11:07 am and is filed under Paid Search. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.