How to chose Keywords (Wisely !!)

We have been doing our bit for the GOMCHA Pre-Campaign Report. Lots of work into getting the necessary data, later transforming that data and then getting the data organized. It’s been good though considering our team understood what the client is looking to have and what in turn we can give to help us meet the client expectations. As we near the campaign it gets tougher and trickier, because we have to quantify our client’s needs and our expectations from the campaign in terms of metrics like Cost per Click (CPC), Click through Rate (CTR) and so on. It is in this quantification process that we are at times (No!!Most times), grappling our way through. However what determines all these metrics – the keywords. The right combination of the keywords makes a successful ad. This piece here is to help understand the process of short listing and making a good set of keywords. We will take an example; say we would like to buy a “Dachshund Puppy”. If we were to looking to buy a dachshund puppy how would we search for one? So this is the stage where in we are looking to mimic a user’s action that could pull up our ad. So this is how we construct our keyword “dachshund puppies for sale in Tucson”. Typically commonly misspelled search words form great keywords. Or also using abbreviations and alternative spellings to regular spelling is a great way. However at this stage it is very easy to get lost. We could end up having very generic, broad keywords that might not give users the kind of results that they want to see. Neither does this anything to pull up our ad.
Sample the two search results that have almost the same search query. One pulls more Ads since it is generic while the other weed out ads as the search string is location specific.

To help with this task is the Keywords Tool that is available as a part of Google AdWords that could help advertisers design keywords that attract visitors through organic searches. Also another interesting tool would be the Search Terms tool. This report gives a comparative study between relevant keywords users use and the redundant keywords that advertisers should eliminate. The other thing that advertisers could do is to match their keywords to the 4 genres namely – negative, broad, exact and phrase. This classification could again give insight as to what keywords fall into what category. This could also help the advertiser measure the performance of the keywords. Watch out for our next post on Pre Campaign jitters.