Picking Great Keywords
For all the marketers who are using Google AdWords to sell their products/services the idea of keywords is hallowed. They are the thing that can either make or break their business. It hinges on their ability to bring in business.
An unprofitable Adwords campaign can result in a great amount of money thrown away into advertising all because the ads did not attract serious traffic but attracted surfers that were “just looking” and whiling away the hours clicking on the ‘Sponsored Ads”
What isn’t known by this group of people is that luck doesn’t come into play and careful research doesn’t guarantee success also.
Yes, a quick glance at a search engine’s database will show the keywords which generated the most business over an established period of time; however, these keywords are going to generate hundreds of pages of results due to their popularity and internet browsers are not going to look beyond the first five to ten. That means that anything on the remaining ninety pages is going to go unviewed.
It is evident that an ad must be among the first pages to be assured of some kind of success. What does that have to do with keywords? To be assured of their ads showing up on the first 5 or 10 pages, those very prime spots, a marketer will have to have one of the higher bids on that keyword.
It follows that they will have to pay more each time their ad is clicked than other advertisers are paying on the other 99 or so pages if they desire to have their ad show up on the first page.
Now that may not seem to be a great amount, but if you think about it the marketer has to pay that amount for every person who clicks and every click he makes even if no sales are generated. The possibility for loss of advertising monies is great. That is why every ad needs to be functioning as optimally as possible to warrant the expenditures.
For each ad to be successful it is important that the keyword be as successful as possible.
A good keyword will be one which will be specific enough that it narrows down the viewing pool (for example, “indoor swimming pools” rather than “swimming pools”) but still general enough that browsers will think to enter it into their search engine (honestly, unless they are professionals themselves they will not know to select a Culligan swimming pool).
For those having a tough time deciding on which keywords to get for the advertising should go over to the great tools that Google provides at their site. www.adwords.google.com.
Tagged with: Internet Marketing
Filed under: Internet Marketing
