To start off, let's talk about what the ideal strategy would be or what the ideal tool would look like for creating new keywords and negatives. I, personally, would love a tool that could recommend a keyword to me and accurately tell me what the ROI on that keyword is before I implement it. Wouldn't that be ideal?
Sorry, but that keyword tool doesn't exist. However, there are a few alternatives.
One alternative to being able to confidently create profitable new keywords or negatives is to capture the exact search string input by the user. So, when using the search query, what I'm talking about is not taking a look at which keyword received credit for a click, but what did the user actually type in to the query. If you have a broad or a phrase match keyword, often times the keyword used will not exactly match the phrase typed in by the user.
Here's an example of how this can work. Someone went to a search engine and typed in "50 inch flat screen TV". The search engine chose to show your ad for "flat screen" because you have it as a broad match, and this person clicked on your ad and made a purchase for $4700. Well, my thought is, wouldn't "50 inch flat screen TV" make a great keyword. It's already been proven to generate a sale and a profit. Therefore, we would recommend making a new keyword with a match type of exact match for "50 inch flat screen TV".
There are several advantages of doing this. First, you already know the keyword works because it's proven to generate a profitable sale. Second, when you have an exact match keyword, you generally pay a cheaper price than paying for "flat screen" under broad match. The third advantage is that Google works this into their quality score to determine if you have exactly what the user was looking for or close to it. If you have exactly what they were looking for, that's going to help your quality score, which is also going to help your ad position. Lastly, it's just much more targeted. You're targeting exactly what that user is looking for because they don't want a 42 inch, they want a 50 inch. By having your ad text detailed enough to say so, this allows you to be much more targeted to the user that is looking for a specific product or service.
Let's move on and talk about how this same technique can be used to generate negative keywords. For negative keywords, I can not emphasize enough how important they are for your campaigns. We have turned many client campaigns around that were under performing just by the use of negative keywords and our ability to see exactly what the user's typing in to the search query. Let's say we have a search query where the person typed "flat screen computer monitor" and this company has the same broad match keyword for "flat screen." The search engine showed their ad, but they didn't receive any conversions.
Why did this happen?
Simple- they don't sell computer monitors, they only sell TVs. Therefore, we would recommend they create a negative keyword for not only the word "computer", but also the word "monitor." What are the advantages here? Again, you're going to target the right audience and, most importantly, you're not going to pay for clicks that have no chance to convert into a sale. You are helping to protect and optimize your advertising investment. You're making sure that people aren't clicking on your ad that you can't effectively service, while ensuring that shoppers you can service are provided with exactly what they are looking for.
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Frequently Asked Questions
Facebook Blocked in Syria
By: gute | 26-11-2007
Facebook (among other applications) was blocked in Syria by the government.We're all really concerned with the future of Syria, and take great offense at the fact the democracy is trampled in this way.Yeah.Does anyone actually have friends from Syria on Facebook?
How can i download music and movies to a PSP?
By: muscleguy | 24-11-2007
i just got a PSP as a gift and i wanted to know: how can i download music and movies to a PSP?
Anyone know of an application on myspace.com like ...
By: computerwhiz | 24-11-2007
anyone know of an application on myspace.com like The Lotto on facebook where you can win free money?
What was you favorite role in a movie?
By: maracruz | 24-11-2007
Just wanted to know... what was you favorite role in a movie?
Former Olympian Yvonne Buschbaum will have sex change
By: muscleguy | 23-11-2007
This is Yvonne Buschbaum, a German track and field athlete who took sixth place in the women's pole vault at the 2000 Sydney Olympics. Buschbaum announced this week that she is retiring from track and field and that she will become a man."I feel as if I am a man and have to live my life in the body of a woman," Buschbaum said in a statement on her Web site. (The statement has been translated from German to English.) "I am aware of the fact that transsexuality is a fringe issue, and I do not want to be responsible for it remaining on the fringe." Although gender reassignment will likely involve Buschbaum taking hormones that are on the World Anti-Doping Agency's list of banned substances, Buschbaum says she has not taken any performance-enhancing drugs during her athletic career. Your thoughts? Do you know of any other athletes that have taken the plunge and had a sex change?
Stalker
By: SimonStudio | 23-11-2007
A person is stalking underage children on a social network and says something controversial and sexual. Multitudes of people block the account. The network disables the account as a result. How does this protect people if one can just login under a different name and email? It would seem it would be in our interest to not disable sick perverted people's accounts, because this would be a way to surveillance their actions. People should be able to block who they want. Disabling an account encourages people to bookmark and write the email down of who they want to harass. The people who bothered to block are now vulnerable. Besides the obvious rejection of the first amendment, I fail to see the logic of kicking people out for what they say, poke or friend. Also if a person has your email address and the network doesn't tell the accused harasser to delete it, how does the accused know a contact is hostile in the first place?
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