Author: Mel Joelle
Having the proper keywords is vital to launching a successful Google AdWords campaign. Clicks can range in price from $2 all the way up to $80 per click. Because of that cost, you want to make sure you’re using exactly the right keywords to target the right audience for your site. So, how can you do that?
Keyword Tools
Various keyword tools will help you to understand which keywords are popular, how they’re ranking and how competitive they are. Wordtracker and SpyFu are both paid tools that can help you find specific phrases that are in high demand with low competition. That way you can provide the content for those keywords and get more clicks to your site.
Google’s keyword tool and SEObook.com are a couple of the free keyword tools. They’re just as helpful as Wordtracker and SpyFu, if slightly less comprehensive. Google’s keyword tool will still provide you with sufficient data to begin your keyword research, and SEObook.com offers some excellent resources to help improve your PPC campaign.
Keywords are Only One Piece of the Puzzle
It’s important to have all the pieces of your PPC campaign in order so that your efforts will form a complete picture. Otherwise, you’ll have a hole in your strategy, and you’ll lose leads. That means you won’t be able to effectively drive traffic to your site, which is the whole point of a PPC strategy. So, keep some things in mind when you’re building your PPC strategy.
First, make sure your content is relevant to your ads. Use the keywords you used in your ad within that content to maintain relevancy. Give users what they want, or they won’t stay on your site. They clicked on your ad because they wanted more, and if you don’t give it to them they will go someplace else for it.
Keep a circular pattern in mind when you’re creating your campaign. Use relevant keywords in your ads. Then, infiltrate your content with those keywords. Then, implement that content on your landing page to keep your landing page relevant as well, and round and round it goes. If you experience a break in this pattern you won’t fulfill the needs of your potential clients, and you’ll lose them.
Maintenance is another key piece of the PPC puzzle. You might think that you can start a PPC campaign and let it run wild, but that’s just not the case. Internet searchers are constantly changing and evolving their phrasing, which can make your PPC ads irrelevant rather quickly. You need to constantly do keyword research and track your statistics to make sure your campaign is as effective as possible.
Who has time for that when they’re also trying to run a business? Let Optimum7 spearhead your PPC campaign to ensure success and profitability for your business. We are fluent in Google’s AdWords and understand how to help you utilize all of their tools to maximize the effectiveness of your campaign. Contact us today to start your PPC campaign off on the right foot.Article Source: http://www.articlesbase.com/sem-articles/how-to-find-keywords-for-google-adwords-3979233.html
About the Author
Click here to read the rest of Find Keywords for Google AdWords. If you enjoyed this article, you also might like our other stories about Internet Marketing Company.
If you have questions about the content of this post pls. feel free to contact the author or us directly:
Spider Choice
A web Marketing and SEO Company in Toronto, Canada
info@spiderchoice.com
(416)-450-9595

Paid Search: one-way ticket to the poor farm or great profits?
By: Terry Stanfield
Pay-per-click is a fantastic way to drive web traffic to your site from the major search engines. It can also suck your marketing budget dry in just a couple of days if not done properly. The bottom line is someone is going to profit by implementing paid search. The question is, is it going to be you or the search engines? The goal of the search engines (and their strategies) is more clicks. The more people click on your ads the more money the search engines make. Their strategy is to get as many clicks as possible with in your budget and they are willing to do that all day long. This is great for them bad for you.

The real goal should be more conversion with less clicks and lower cost. Let’s take a few minutes to look at some strategies that should make a difference in your campaigns.  We will get more specific and articles to come. 
General strategies

1. Turn off Content Network  

In Google when you first set up a campaign there is a default setting that turns the “content match” setting to “on”. For now, turn that setting off.  What this does is present your ads on websites that are using AdSense. If you go to a website and see “Ads by Google”, those ads are coming from Google paid search accounts.  Those ads show up on these websites based on the content of the website.  At first glance this may look like a good idea and it usually is, for Google.  There are two things that you need to consider before turning on the content match.  The first is that the website that is hosting your ad gets paid every time someone clicks on your ad.  Most of the click fraud that happens is when an owner of a site or so want affiliated with the site clicks on these ads.  The second thing is that individuals who click on these ads are not actively seeking what you are offering.  These folks are tire kickers.  Even though your ad may be presented (number of impressions) to a lot of people, the click through rate and conversion rate is very low.  The magic of search engine marketing is that you come in contact with individuals who are actively searching for what you have to offer. Only pay for clicks that come from people in that category.

2. Search Terms. 

The more general the term the less qualified to lead (generally speaking). Personally, I am not a big fan of hundreds of key words for paid search. This is a great strategy the search engines and paid search management companies that are paid a percentage of your spend.  What I try to figure out what terms would work in order to get my ideal customer to my site.  Remember, you want people to come to your site who are actively searching for what you are offering.  For example if you sell “long term care insurance” what type of people do you want clicking on your ads? Of course, you want individuals looking for long term care insurance, not “long term care” or “insurance”. You can use these terms if you create a list of “negative” key words. We will talk about that at another time.

3. Keyword “types”

There are three types of keywords “Broad”, “Phrase” and “Exact”. Do not use “broad match” except for phrases with four or more words.  For example, long term care insurance quote. The rule of some that I use is for single word phrases, I use exact match and four search phrases that are two to three words, I used “phrase matching”.  I am also experimenting with using “exact” matching for these terms as well.  Remember the more specific the search term is to what you are offering and who your ideal client is the more qualified to lead will be.  Better a small number of qualified leads than a large number of leads that waste your time and ultimately cost a lot more money.

4. Ad Copy Just a couple thoughts on writing ads.  When you write your ads put the following in your “headline” box: {keyword: “your main keyword}. This will put your keyword phrase into the headline.  This is very important for a lot of reasons that we will get into at another time.  Your ad should be specific enough to attract only your ideal client (someone who is looking for exactly what you have to offer). Your ad contained at least one of your “unique selling propositions”. This can be very challenging because of the space limitations.  Rule of thumb, find out what your competitors are doing and do something different. For example, if everyone is offering free shipping, use one of your other unique selling propositions. 

5. Landing Pages

You need to put a lot of thought to your landing pages. Your landing page has to do one thing that is answer the questions are up that the searcher had in mind when he typed in his key words. The searcher type in his search terms because he has a problem, needs a solution and is in some kind of “pain”. You have about two seconds to convince him that you understand what he is going through and what he needs.  It does not matter if you are selling hammers, insurance or investment products.  The last thing a searcher wants to see is that you can jump higher, run faster and do it better than the competition.  He just doesn’t care.  Besides, 99% of the websites that he visited probably stated that they do that. You must show him that you have the answers to his needs.  Do not just send him to your home page unless your home page can accomplish the above. Once you connect with your searcher you must have a call to action.  It can be a “buy now”, “for more information contact us”, “contact us for a free evaluation” or “consultation”.  You must be very specific and clear about your next steps. Have your phone number or contact us button on every page.

6. Tracking

Finally, track everything.  Paid search is not an exact science. It takes time to set up and optimized your campaigns to get the results that you are looking for. You must monitor your campaigns at the least weekly in order to catch market changes.  Unless you have a time of venture capital money laying around, paid search is not something you turn on and forget about.  Google, Yahoo and MSN have free tracking tools that work great.
 
Pay-per-click is a great marketing tool, if used correctly.  It can also, as stated earlier, suck your marketing budget dry in a heartbeat. It is a lot cheaper to find someone who knows what they are doing and does this day in and day out to help you than it is to lose thousands of dollars trying to figure it out yourself.

Send this page to:

Author Bio
Terry Stanfield is a SEM consultant with over 15 years of sales and marketing experience. His company, Clickadvantage, manages PPC and SEO efforts for his lead generation and ecommerce clients. For more information on pay per click come and see us.

Article Source: http://www.ArticleGeek.com – Free Website Content

If you have any questions about the content of this article pls. feel free to contact us.
Spider Choice
A Toronto Web Marketing company!
info@spiderchoice.com

I recently had a new client ask me to do Internet Marketing for their new website including SEO, Google Adwords(PPC) and branding of their name.
This was a new site that they had put a lot of time (6 mths.) and of course cost to develop. Now when you first look at the site it is visually appealing and seems to be easy enough to navigate thru. and thus it should be ready to launch which they did.
Ok so you say why is he posting this article if everything is so great about the new site, after all the owners wouldn’t have given the go ahead if there were any problems right?
Many owners of new sites put a lot of pressure on the designers to get the new site up and running and do not check to make sure even the basic operation of the website is functioning the way they thought it would.
We ended up having to redo the entire site to catch all the little details that were wrong or missing. Here are just a couple of problems we found.
1. Can you imagine having a “Online Request Form” that defaults all the emails to the original designer of the request software? Yes they hadn’t received one request! Oops!
2. The template design for all pages had to be redone as they wanted to add more content on each page and because there was no floating Footer you could only work between the existing graphics.
3. When the designer realized this mistake he added all the great content as PDF files for you to “click to download” which wasn’t a great move for SEO purposes and very annoying to navigate.
I could go on about this one but I think you get the point, remember it’s your site and ultimately your responsibility to make sure everything is working.
Check that your emails are working properly.
Check that your pages link properly both internally and externally.

Spider Choice Inc.
“Web Marketing Solutions”
SEO – Internet Marketing – Pay Per Click
info@spiderchoice.com

I have been asked this so many times I thought it might be a good idea to post this article from the  “Frequently Asked Questions” page on my website.

Is Pay Per Click a good way to get quality traffic to my website?

Yes of course it is, although the percentage of people who use search engines to find websites will click on the main organic listings, sponsored links still bring quality traffic to the websites listed. PPC listings are particularly useful for websites that have not been optimized and therefore do not show in the main organic listings and to get exposure for keywords that would not normally get you listed on the major search engines. Just remember that you do have to pay the search engine every time someone clicks on your listing and that the click thru. rate of these listings is significantly lower than that of organic listings.

For more info. about Google Adwords or other pay per click (PPC) programs feel free to contact us direct.

Spider Choice Inc.
Web Marketing Solutions
SEO – PPC – Internet Marketing
Toronto & Port Dover – Canada
info@spiderchoice.com

If you are just setting up a Google Adwords campaign for the first time or you are trying to figure out how to use all the options available, then understanding the terminology associated with Pay Per Click management might be a good place to start.
You can get most of this info. by following the FAQ’s provided by Google however I thought if I just went through the basics I might save someone some time.
These are just the basic terms you will encounter for a view of the full Google Adwords Glossary Click Here.

Click

A click (sometimes called a clickthrough) occurs when a user sees your ad and clicks on the title of your ad, leading them to your website.

Clickthrough rate

Clickthrough rate (CTR) is the number of clicks your ad receives divided by the number of times your ad is shown (impressions). Your ad and keyword each have their own CTRs, unique to your own campaign performance.
A keyword’s CTR is a strong indicator of its relevance to the user and the overall success of the keyword. For example, a well targeted keyword that shows a similarly targeted ad is more likely to have a higher CTR than a general keyword with non-specific ad text. The more your keywords and ads relate to each other and to your business, the more likely a user is to click on your ad after searching on your keyword phrase.
A low CTR may point to poor keyword performance, indicating a need for ad or keyword optimization. Therefore, you can use CTR to gauge which ads and keywords aren’t performing as well for you and then optimize them.
CTR is also used to determine your keyword’s Quality Score. Higher CTR and Quality Score can lead to lower costs and higher ad position.

Keyword Matching Options

You can set each search-targeted keyword to have one of four settings: broad match, phrase match, exact match, or negative match. These four keyword matching options can help you control who sees your ads.
To use a keyword matching option, just add the appropriate punctuation to your keyword (shown below). If you don’t add any of the specified punctuation, your keyword will be broad match by default.
Here’s a summary of the four options:
• Broad match: keyword (no punctuation) ?Allows your ad to show for searches on similar phrases and relevant variations
• Phrase match: “keyword” ?Allows your ad to show for searches that match the exact phrase
• Exact match: ?Allows your ad to show for searches that match the exact phrase exclusively
• Negative match: -keyword ?Ensures your ad doesn’t show for any search that includes that term
See examples and more details for each option.
We suggest using a combination of two or more keyword matching options to run an effective ad campaign. By refining how your keywords target users, you’ll be able to spend less money on irrelevant clicks so that you increase your return on investment.

Impression

The “Impr” located on your reporting statistics refers to the number of “impressions” for your ad. The number of impressions is the number of times an ad is displayed on Google or on sites or products in the Google Network.

Average cost-per-click (Avg. CPC)

The average amount you pay each time someone clicks your ad. Average CPC is determined by totalling the cost of all clicks and dividing it by the number of clicks.
Here’s an example: if your ad receives two clicks, one costing US$0.20 and one costing US$0.40, your average CPC for those clicks is US$0.30.
Average CPC is not the same thing as maximum CPC

Campaigns

Campaigns are used to give structure to the products or services you want to advertise. The ads in a given campaign share the same daily budget, language and location targeting, end dates, and syndication options.
Within each campaign, you can create one or more ad groups. While a campaign may represent a broad product class, the ad groups within that campaign can be more focused on the specific product you want to advertise.
For example, if you sell different types of garden tools, you could have a ‘Garden Tools’ campaign. Within this campaign, you could have one or more ad groups named after different types of garden tools. This type of account structure allows you to create keywords, placements and ads that focus on each specific product or service. ?Learn more about campaigns.

Ad group

An ad group contains one or more ads which target a set of keywords, placements, or both. You set a bid, or price, to be used when your ad is triggered by the keywords or placements in the ad group. This is called a cost per click (CPC) or cost per thousand impressions (CPM) bid. You may also set prices for individual keywords or placements within the ad group.

For more information about Google Adwords go to Adwords Help or contact us at info@spiderchoice.com

Spider Choice Inc.
Web Marketing Solutions
SEO – PPC – Internet Marketing
Toronto & Port Dover, Canada

Four Reasons Google Adwords
is Not Meant for Beginners
By Trish Thackston (c) 2010
Google Adwords is an incredibly powerful marketing tool with an instant global reach that can take your business from nowhere to an overnight success. Why wouldn’t a new marketer take advantage of such a powerful tool? I can answer that question with another question. Why wouldn’t you let someone with a new driver’s license behind the wheel of a race car? Because, unless they are extremely lucky, they are going to crash and burn. Google Adwords is the Formula One of marketing online and it is not for beginners.

As advertising goes, the reasons to avoid Google Adwords early on in your education is overwhelming.
For more information on Google Adwords visit our Spider Choice Pay Per Click page.

Spider Choice Inc.
Web Marketing Solutions
SEO – PPC – Internet Marketing
Toronto & Port Dover, Canada