1. www.omnepresent.com How to Choose Keywords for Your AdWords Campaign
2. www.omnepresent.com AdWords can propel your business onto the front page of Google's search results That's huge for your visibility online It is something that would otherwise be difficult to obtain without spending months or years on SEO and content marketing Introduction
3. www.omnepresent.com Why Keywords Matter? Why doesn't everyone use AdWords then? Because it can cost a lot of money, and there's no guarantee of a return on your investment That's why keywords matter. They form the basis of any AdWords campaign Picking keywords is easy if you've got a big budget. You can simply pull out every keyword that's potentially relevant to your customers, and see how it performs But you may burn through a lot of money
4. www.omnepresent.com What is an AdWords Keyword? Keywords are the foundation of any AdWords campaign Keywords are words or phrases that people search for on Google AdWords ads are always matched to a keyword Let's say you provide web design services, so you run an AdWords campaign using the keyword "web design" To put it simply, that means that every time someone searches for "web design" on Google, your ad will show up
5. www.omnepresent.com Step 1: Get Specific About Your Offer When you're running an AdWords campaign, it's best to focus on a single service or product Why? Because paid ads work best when they're specific and relevant Focusing on a single product or service allows you to create a landing page that's highly targeted Therefore, you'll get a better conversion rate out of your AdWords traffic
6. www.omnepresent.com Step 2: List as Many Keywords as You Can Keyword marketing is part art and part science, and this step is on the art side of things Think what youre potential customers might search. Put yourself in their mind, and think of the words they'd use If your product or service may help them solve a problem, How would they describe the problem in their own words? As you're on a budget, you're searching for the holy grail of keyword marketing: the long tail Long tail is made up of keywords that aren't searched for all that often, so you can bid a low price for them and still have a good chance of having your ad displayed.
7. www.omnepresent.com Step 3: Call in Google to Help with Your Idea-Storming 1. Play with Google Autocomplete Whenever you enter a search into Google, the search bar will suggest several different ways to autocomplete the search term. These suggestions are based on what's most commonly searched for on Google, so using the autocomplete is a great strategy for digging up long tail keywords. 2. Look at Related Searches Enter one of your keywords into Google, then scroll down to the bottom of the page. You'll see a section titled "Searches related to [your search term]". Voila, more keyword ideas!
8. www.omnepresent.com 3. Use Google's Keyword Tool The AdWords Keyword Planner is a really handy tool for discovering keywords. You can enter any keyword, and it will show you how often that keyword is searched for, and how much you'll need to bid to have your ad displayed. 4. Check Google Analytics The Google Analytics dashboard for your website will show the keywords people are already using to find your site. You could use these keywords in an ad campaign to boost the traffic you get from them, or you could adjust them slightly so you're not competing with traffic that you're already getting.
9. www.omnepresent.com Step 4: Narrow Down Your Keyword Choices Once youve tested your keywords through Google tests, you may come up with better ideas Now its time to narrow down your keyword choices 1. Cost How much you're willing to spend on winning a click with a particular keyword depends on two things. First, how much is a converting customer worth to you (think about their lifetime value, not just the first product they purchase). Second, what is the conversion rate of your landing page? For example, if the lifetime value of a customer is $1,000, and your landing page has a 1% conversion rate, then you must bid under $10 per click to make a profit on your campaign
10. www.omnepresent.com 2. Reach Choosing keywords is a balance between cost and reach. Expensive keywords are likely to have a bigger reach, because more people search for them every month. But they'll also burn through your ad budget quickly. Lower priced keywords have a smaller reach, so they may not bring in the level of traffic you need. Choosing a wide range of long-tail keywords allows you to get your ad shown to a lot of people while keeping your costs down. 3. Relevance As previously mentioned, the keywords you select must be relevant to your offer. Google will penalize your ad if they're not
11. www.omnepresent.com Step 5: Test The best check for any keyword is to see how it performs when its in the field From here, it's hard numbers that will help you make decisions on keywords You need to notice: o Is it getting clicks? If not, then it's either not relevant, your ad copy needs work, or your bid is too low. o How well is it converting into sales? Good conversion rates show a keyword has potential. Try to boost conversion rates further by adjusting your ad copy or landing page copy.
12. www.omnepresent.com Conclusion You'll want to hold onto keywords that lead to clicks and sales. You can also develop variations on your top performing keywords. As for keywords that don't perform, it's time to let them go. Bring in other keywords to test. It will take time to reveal the best performing keywords. Once you've find them, you'll have a constant stream of incoming customers. That's a huge return of investment for any business
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