Making the Most of Google Adwords
A no nonsense, no waffle guide

Understanding Keywords

This is a preview to the chapter Understanding Keywords from the book Making the Most of Google Adwords by Tim Hill.
Please note this text is copyright protected.

At its most basic Google Adwords is all about keywords. You will need to choose keywords and phrases that will trigger one of your advertisements. These will either be shown next to the search results in Google or on a website that shows Google ads. You will be able to select either or both.

So choosing the correct keywords and phrases is vital. It will take time but it is your investment here that will save you substantial costs later. Tempting as it may be, don't skip the detail.

Correct Keyword or phrase selection will make sure:
  • you do not try and compete in areas beyond your budget;
  • you target internet users most relevant to you;
If you're new to Adwords check the glossary at the back of this booklet for an explanation of keywords and other jargon as you come across it.

In this chapter we'll cover:
  • How to avoid chasing keywords that you “think” are effective - known as "Trophy Terms".
  • Why you might want to have a loss making keyword.
  • How to decide what an “effective” keyword is.
    • Trophy terms

      These are the hardest to let go of. They are terms that you want to appear for in the Search Engine Results Pages (SERPs) because, consciously or unconsciously, you are vain.

      That's the end of the free preview ...
      You can get the rest of this chapter,
      and all the others, when you
      buy Making the Most of Google Adwords

What else is in the chapter 'Understanding Keywords'?

Loss making keywords

Well, the clue is in the name. For a website which sells something, be it a product or service or subscription, this is fairly obvious. Later in this guide we'll ...

Effective keywords

These are the keywords you are chasing. It may take some trial and error to find them but make sure you have taken time to decide what “effective” means. For ...



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