You have read a lot about ways to succeed with adwords. You have set up your adwords campaign, researched your keywords, written your ads – and are waiting for the money to roll in. Only it doesn’t. Where have you gone wrong?
One important skill in knowing how to succeed with adwords is: getting your keyword matching right. What is “keyword matching”? It means ensuring your ads show up for the keywords you want them to show up for, and NOT for the ones you don’t.
Suppose you are selling Green’s stainless steel garden tools. There are several ways of entering your keywords.
- Broad matching. You would just enter keywords: tools, garden tools, etc., as they are. This is an awful waste of money. Why? Because your ad will show up when people search on tools, building tools, copper garden tools, Brown’s garden tools etc. and you will get lots of clicks but no sales. This will cost you a fortune.
- Phrase matching. You enter “garden tools” (in quotes). This is a lot better than broad matching as your ad only appears when people search on the phrase “garden tools” and not when they search on just tools, or on building tools etc. However it will also show when people search on “copper garden tools”, “Brown’s garden tools”, etc., so you are still wasting money and risking getting clicks from people who aren’t interested in your product.
- Specific phrase matching. If you want to use phrase matching, be specific. If you’re selling Green’s garden tools, enter “Green’s garden tools”. If you’re selling stainless steel garden tools, enter “stainless steel garden tools”. Better still, enter “Green’s stainless steel garden tools”. You will get fewer clicks, but those you do get will be targeted, which is what you want.
- Exact matching. This means entering your keywords in square brackets – so you would enter [garden tools] or better [Green’s garden tools] or [stainless steel garden tools]. Your ad will only show when those exact phrases are searched on. This is a great way of getting targeted clicks and one of the best ways of finding how to succeed with adwords.
- Negative keywords. Use this to make sure your ad doesn’t appear when you don’t want it to appear. Put a minus sign in front of words you want to exclude – e.g. –copper, –Brown’s, –building, to make sure it doesn’t appear when people search on “copper garden tools”, “Brown’s garden tools” or “building tools”.
- Use your imagination. None of this stops you from thinking what phrases people might use to find your product. Don’t just enter “garden tools” but use “gardening tools”, “tools for the garden”, “garden spade” and so on.
When you learn to get your keywords right, you will be well on the way to learning how to succeed with adwords. Without this, you will lose money and you’ll never make a profit.
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Tags: affiliate marketing, google adwords campaign, google adwords tip, speedppc
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