Bidding on the wrong keywords can negatively impact the return on investment of your company's Google AdWords advertising campaign. The keywords you choose can determine not only the audience that sees your ads but also how well your ads convert users who click through to your website into customers or leads. You can strategically choose keywords for your AdWords campaigns using several tools provided by AdWords and by putting yourself in the consumer's shoes.
Instructions
1. Determine how broad or narrow an audience you want to reach through your AdWords campaign. The smaller your target audience, the narrower your keywords should be. For example, the keyword phrase "indoor soccer shoes" will reach a smaller audience than a broader phrase like "athletic shoes" or "sport shoes."
2. Think of the keyword phrases that people who are looking for your product or service would use in searches. Avoid industry jargon, which consumers are less likely to be familiar with. For example, choose "taxes" instead of "revenue enhancement" for a campaign that promotes your tax preparation services.
3. Enter a keyword you plan on using or are using in your campaigns into the Google AdWords Keyword Tool (see Resources) to find synonyms or related phrases that users are also likely to search on. For example, you may consider using related terms like "physical therapy clinic" and "physical therapist" if one of your keywords is "physical therapy."
4. Click on the "Keywords" tab and select "All" from the "Keyword Details" drop-down menu to access the "Search Terms" report. This report lists the keywords that users have entered to trigger your ads.
Look at the percentages listed in the columns labeled "CTR" ("click-through rate," or the number of clicks on your ad divided by the number of times the ad is shown) and/or "Conversion Rate" (the percentage of clicks on your ad that resulted in users taking a desired action, e.g. making a purchase). Identify the best-performing keywords, select the check box next to each of these keyword and click "Add Keywords" to include them in your campaign.
5. Click on "Opportunities" at the top of the AdWords window and then click on the "Keywords" tab. This report shows suggested keywords to add to a campaign based on its existing performance. Select the check box next to a keyword that you want to add and click "Apply Now."
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