Introduction to Adwords

recommend you begin with the set of keywords you created in the first week of this coaching program. Google Adsense has a good keyword tool to help you create additional keywords and keyword combinations.

Assuming that you start with Adsense, once you have created a large list of keywords, download it and save it as an excel file (or other spreadsheet) so that you can simply upload that list of keywords when you create additional PPC campaigns with other companies in the future.

When you use these keywords in your campaigns, it is important to recognize that there is a significant difference in the conversion rates and costs to different keywords based on how you bid them.

For example, in Adsense, you will have broad match, phrase match, and exact match keywords. If you are using a broad match keyword, any combination of the words in your keyword phrase can trigger your ad to show – which general means a lower click-through-rate (CTR) and generally higher average costs per conversion, as the leads are much less targeted.

With phrase match, the keyword phrase that you have requested must show in the search term, but can also include other words. And with exact match, the searcher must key in exactly your keyword phrase. This is the most targeted and effective matching method, although you will receive fewer views of your ads using this method.

You will also have the option of using negative keywords. This is a set of keywords that you indicate that if they are searched along with your targeted keyword phrase, your ad will not show. This is useful in filtering out searches that, although they might have similar keywords as the ones you use in your own marketing – are for a different product or niche altogether.

When you first create your campaign, you should generally load as many keywords into the campaign as possible, and then using the analytics associated with each PPC company, begin to eliminate lesser-performing keywords over time. It is simply not possible to guess which keywords will provide a higher return over time.