NAG is happy to welcome back JP Thompson, aka the Adwords Guy back! JP has shared several posts with us about Google AdWords, and is back to share some more information. JP would love to help you with your AdWords Campaign. Please find his contact information at the end of this post!
For your final preparation before running off and setting up your AdWords campaign I wanted to revisit your keyword phrases you developed from the earlier post on The Secret of Selecting Keywords for AdWords.
When you finally setup your campaign, one of the final activities will be to choose and enter your keywords and phrases for your ad. Beyond that you will need to decide what search criteria (keywords and phrases) will actually trigger your ad. Not all search criteria are created equal!
The key question is:
How closely do you want a potential buyer’s search criteria to match your keyword phrase in order to trigger your ad?
This can be a challenging task. So, it is a good idea to think about it now. You will have a choice of the type of search criteria that could trigger your ad. You will need to decide if you want a “broad match,” “broad match with modifier,” “phrase match,” “exact match,” and/or a “negative match” for each keyword phrase. To keep it simple, below is an example of a term and the different types of attributes you can add to your keyword phrase to determine when a search term will trigger your ad to show. Keep in mind that as you move down the list, although you are using the same keyword phrase you narrow and make more specific as to what type of search criteria can trigger your ad to show.
For example: If you ad the keyword phrase:
This is a broad match. Your ad can be triggered by synonyms or a search related to humorous books: E.g., Humorous books, funny stories, jokes funny stories, motivational stories, funny books, fun books.
+Humorous +Books – use of the +
This is a broad match with a modifier. Your ad can be triggered by close variants in any order of the words humorous books, just has to have those two words or variants of those two words in the search criteria. E.g., humorous books, best humorous 2012 books, humorous joke books, books on humor and jokes.
“Humorous Books” – use of “ ”
This is a phrase match. Your ad can be triggered by a search with the phrase humorous books in it. That means any term can come before or after this phrase. Will include close variant of each keyword. E.g., humorous books, jokes humorous books, motivational humorous books, humorous books of 2012, award winning humorous book.
(Humorous Books) – use of ( )
This is an exact match. Your ad can be triggered by an exact match for humorous books in it but will not show if someone adds words before or after the phrase. It will include close variant of each word. E.g., humorous books, humor books, humorous book.
Humorous Books – Jokes – use of the –
This is a negative keyword. Your ad will not be triggered if your keyword phrase is accompanied by the negative term in the search criteria. E.g., Humorous joke books, books on humor and jokes. This is very specific to the search criteria of humorous books.
There is an option to add a negative keyword globally. So, anytime that negative keyword is used with any of your keywords your ad will not be shown.
Typically if I use a broad match on a keyword, after a week I will check the “key word details” to see what the actual search criteria was that triggered the ad and received clicks. It can help to determine if there are any negative keywords that need adding or change a broad match to a more specific type of match. Also, it could give you additional keywords to use that you may not have thought to use and can add to your keyword list. The cons to this approach is that you can get a lot of non-target clicks and too specific search criteria can minimize your ad showing and a loss of potential targeted clicks.
So, it is a real art to managing your keyword phrases. You should review the “key word details” regularly and adjust keyword phrases accordingly to help you to manage and maximize your Clicks, Click Through Rate (CTR), and Cost Per Click (CPC) for your ad campaign.
You can also have a combination of the different types of matching options. Some of your keyword phrases might be broad matches where as others may be phrase matches and so forth. You decide.
This week, go through your keyword phrases and determine what type of matching option you want for each of your keyword phrases. Also, think about potential negative key words you might want to add. To make insertion into AdWords easy, I like to list them in note pad or textedit. Then just do a copy and paste when setting up the ad. Also, you can use an Excel Spread sheet and import the list to AdWords.
Next week, the campaign!
Also, visit my blog on selling at Salescafe.
AdWords, as simple as 1-2-3. Get your ad campaign going in minutes! J.P. the AdWords Guy can help you with a task that will seem like you are in a cognitive learning experiment. If you are looking to GET EXPOSED fast and drive traffic to your Amazon page or book web site, J.P. the AdWords Guy can help you. Call, NOW!