The most dangerous keyword strategy is one that’s too broad. Broad keywords
are usually thoughtless keywords, and Google advertising punishes lazy marketing.
The danger is not even so much that you lose money deploying overly
general keywords; worse, you lose time. You probably can’t get the clicks you
need with wide, fuzzy targeting, yet you’ll accrue an enormous number of
impressions before you can make a cup of coffee. Then Google will shut you
down before your statistics have even arrived in your Control Center.
Targeted relevance is the key. The more precise your targeting — which is to
say, the more precisely your ad’s keyword matches both your ad copy and the
searcher’s keyword — the more magnetic your ad. One way to find out what
your potential customers are searching for is to ask Google. The Keyword
Suggestion Tool is Google’s way of answering your question.
The Keyword Suggestion Tool is no more than three clicks away from anywhere
in the Control Center:
1. Click the Campaign Management tab.
2. Click Tools.
3. Click Keyword Suggestion Tool.
The Keyword Suggestion tool is designed to spit out search terms related
(in varying degrees) to one or more keywords you entered. The best results
come from not mixing and matching unconnected keywords, though Google
allows any combination.
Google delivers three lists of keyword suggestions, though the organization is
a little confusing:
On the left side of the page, under More Specific Keywords, is a list of
words and phrases matching your entry — most are phrases. These are
broad matches that might trigger any ads associated with the keyword
you entered, if that keyword is set on broad matching. (I cover keyword
matching later in this chapter.) In the example of Figure 9-11, the list of
phrases would probably trigger any ad associated with the mp3 keyword.
That popular keyword is too broad for most advertisers, but the more
specific key phrases might not be. Of course, you need to choose relevant
items from the list.
On the right side of the page, under Similar Keywords, are two lists. The
top list consists of expanded broad matches to the keyword you entered.
Any keyword in this list would trigger your ads if your keyword were set
on broad matching. The Similar Keywords list is not as related to your
keywords as the More Specific Keywords list.
174 Part II: Creating and Managing an AdWords Campaign
Also on the right side of the page but further down are more suggested
keywords, but these don’t trigger ads associated with the keyword you
entered. I often find that these words are the most useful. This list is
where Google’s contextual intelligence shines in the Keyword Suggestion
Tool. The best new, yet related, ideas are in this list. Most of the keywords
and phrases here do not include the keyword you entered but are related
in concept. This type of relationship is extremely valuable and sometimes
difficult to invent without assistance. And, because Google gets its ideas
from its immense database of search terms that people have entered,
you know these are viable search queries.
You must find your own specific terms that match your product or service, of
course. But to get on the same page (literally) as your potential customers,
who are trying their best to find you, consider exercising your mind with
these thought inversions:
Solution versus problem. As an expert in your field, you think in terms
of solutions. But a customer’s mind is filled with the problem. Searchers
commonly express their queries as questions, not answers; problems,
not solutions. So although your impulse might be to advertise on the
keyword landscape grade repair, your customers are probably running to
Google with queries like how do I stop my basement from flooding. There’s
not a search engine in the world that expects its users to enter solutions
and answers in the search box. You shouldn’t expect it, either. Build keyword
lists not just around your products, but also around the questions
that will lead to your products as answers.
Knowledgeable versus naive. Assume that your potential customers
are naive about the terms that define your industry. We all tend to think
everyone knows what we know. When you brainstorm for keywords,
dedicate some keyword lists to avoiding buzzwords and industry “in”
phrases. You might fill some Ad Groups with keywords such as home
improvement contractor, landscaping materials, and retaining walls. But
don’t neglect other keyword opportunities to reach potential naive customers
who might be searching for healthy grass, golf green in back yard,
and fixing dog damage.
Using versus discovering. You use your product or service, and you no
doubt get repeat business. But a certain percentage of your customers
are brand new. When attracting these people, don’t assume that they
176 Part II: Creating and Managing an AdWords Campaign
Breaking the addiction to keyword generators
Much fuss is made in the CPC-advertising world
about keyword generators and suggestion tools.
In this book I promote not only Google’s Keyword
Suggestion Tool, but also standard workhorse
tools from Overture and Wordtracker. Each one
is a fine research aid.
But my experience has led me to believe that
these interactive assistants are best used to fill
in the gaps of brain-powered research. It’s
impossible to think of every permutation of a
word or a concept. And it’s certainly beyond
human capacity to consolidate, in a flash, millions
of search results and rank their keywords
by relevance and frequency. But the human
mind excels in imagination, and that’s where
great keyword ideas come from. After you have
great ideas, use the keyword generators to
flesh them out with related words, commonly
searched phrases, and important misspellings.
search with the mindset of someone who is familiar with what you offer.
Imagine that you know nothing about your industry. What words lead to
a first discovery of your business?
All these inversions are similar, in that they all require you to erase your selfknowledge,
approaching your own product with a fresh mind. One trick is to
ask your friends, acquaintances, family, and even strangers what search terms
they would use to find what your offer. The beauty of AdWords is that you can
perform keyword experiments. If the keywords get disabled for poor performance,
you probably don’t want them anyway.
People type all sorts of things into Google, including mistakes. Even misspellings
return results — and sometimes ads. How does an ad get roped
onto a search page for a misspelled keyword? The advertiser anticipated that
misspelling and put it in the ad’s keyword list, that’s how, and that advertiser
is in the excellent position of being perhaps the only relevant link for the
searcher who hit a typo. Thinking up every plausible way to misspell your
keywords is a grueling chore, but every serious advertiser does it.
I recently experienced the benefit of productive misspellings. I ran a series of
ads keyed around the names of musicians and bands. I wanted an ad for the
group Blink-182, and it occurred to me that many searchers probably wouldn’t
know about the hyphen (or, trusting Google, simply wouldn’t bother typing it
in) and would also omit the space between blink and 182. So I included two
keywords: blink-182 and blink182. Indeed, the proper spelling ended up getting
disabled by Google for poor CTR, while the misspelling delivered outstanding
results.
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