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

What does 'Keyword' mean?

Find out what Keyword means. Keyword is explained by Tim Hill - author of Making the Most of Google Adwords

Keyword

in this guide also stands for “Keyword Phrase”. It is whatever word or phrase you want your advertisement showing for when an internet user searches that word or phrase. In this book I use Keyword to mean one word or a phrase.

Search result for 'Keyword' in Making the Most of Google Adwords

0.
"... 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. ..."
2.
"... 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 ..."
4.
"... 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 ..."
9.
"... 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 ..."
13.
"... 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” ..."
14.
"... 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 ..."
15.
"... 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 ..."
23.
"... are vain. That's not an insult. I do it, you do it, everyone does it. I once had a client who wanted to rank number one for “Keyword X”. He had an estore and “Keyword X” was one of the categories in his shop. We did this for him and over a 6 month period he never sold an item to a ..."
25.
"... He had an estore and “Keyword X” was one of the categories in his shop. We did this for him and over a 6 month period he never sold an item to a visitor who came to the site after searching “Keyword X”. Trophy terms are really loss making keywords but they have a strong emotional ..."
27.
"... “Keyword X”. Trophy terms are really loss making Keywords but they have a strong emotional attachment that makes them harder for a website owner to drop. The question is, can you recognise your trophy terms and be prepared to start getting objective about them? - Loss making ..."
29.
"... a website owner to drop. The question is, can you recognise your trophy terms and be prepared to start getting objective about them? - 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 ..."
31.
"... 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 see how to spot these Keywords by comparing them to the revenue which they generate. However for other ..."
33.
"... generate. However for other purposes loss making Keywords might be harder to define. If your objective is, for example, to get more Facebook fans then you will need to consider a financial cost you are prepared to pay for each fan and everything above that is a “loss”. In this latter ..."
37.
"... an advertising campaign on Facebook itself to see if this costs less. It is also important to understand that loss making Keywords are not always “evil”. They can be perfectly acceptable as in these examples: Example one: Your keyword costs $100 per month and generates $50 in sales. ..."
"...Keyword one: Your Keyword costs $100 per month and generates $50 in sales. On the face of it you should drop this Keyword but if it also part of a general search engine optimization strategy to get an organic ranking for the Keyword then you should not. Longer term, when ..."
"...Keyword two: Your Keyword costs $1,000 per month and generates $500 in sales. But it attracts the type of users that become loyal and repeat customers of your product or service. Over time this repeat business generates thousands in revenue although the PPC campaign for the Keyword itself remains one ..."
43.
"... sales. Also to bear in mind, one of the more common mistakes made by website owners is to think a Keyword is loss making when in fact it is their own site that is at fault and failing to convert perfectly good visitors. We'll look at how to spot this shortly and what to do about it. - ..."
45.
"... site that is at fault and failing to convert perfectly good visitors. We'll look at how to spot this shortly and what to do about it. - 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 ..."
47.
"... do about it. - 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 example you could create statements like this: for Ecommerce stores they cost me no ..."
53.
"... dollar I spend I earn two dollars in advertising revenue; As was mentioned above you can often increase the effectiveness of a Keyword, or turn a loss making Keyword into an effective Keyword, by making changes to your website. We can do this with the assistance of Google Analytics and ..."

-------------------------------------------
0.
"... most of the time it is just a level of incompleteness at Google's end. It's not going to be possible to know your effective and loss making Keywords at the offset. It will take some trial and error. In this chapter we'll cover: how to choose keywords and phrases that people actually ..."
2.
"... and loss making keywords at the offset. It will take some trial and error. In this chapter we'll cover: how to choose Keywords and phrases that people actually search; how to find keywords and phrases are within your budget; tools to look in detail and keywords and ..."
3.
"... trial and error. In this chapter we'll cover: how to choose keywords and phrases that people actually search; how to find Keywords and phrases are within your budget; tools to look in detail and keywords and phrases. Later we'll look at how to use Google Adwords and ..."
4.
"... choose keywords and phrases that people actually search; how to find keywords and phrases are within your budget; tools to look in detail and Keywords and phrases. Later we'll look at how to use Google Adwords and Analytics to refine your first selection. For now we need to ..."
11.
"... refine your first selection. For now we need to have a first stab so open up your Google Adwords account and lets get started. - Google's Keyword Tool - Around the internet, or in books published before August 2013, you will find a large number of references to Google's Keyword Tool. ..."
"...Around the internet, or in books published before August 2013, you will find a large number of references to Google's Keyword Tool. It has now been replaced by Google's Keyword Planner thus I would recommend you ignore anything you read related to the Keyword Tool as much has moved and it may cause you a great deal of confusion. ..."
15.
"... you read related to the Keyword Tool as much has moved and it may cause you a great deal of confusion. Instead, we need to know how to use Keyword Tool's successor, Keyword Planner ... - Google's Keyword Planner - Within Google Adwords open Tools and Analysis in the top menu and ..."
17.
"... it may cause you a great deal of confusion. Instead, we need to know how to use Keyword Tool's successor, Keyword Planner ... - Google's Keyword Planner - Within Google Adwords open Tools and Analysis in the top menu and select Keyword Planner. Google's Keyword Planner can tell ..."
19.
"... to know how to use Keyword Tool's successor, Keyword Planner ... - Google's Keyword Planner - Within Google Adwords open Tools and Analysis in the top menu and select Keyword Planner. Google's Keyword Planner can tell us: How many times a month any keyword is searched worldwide ..."
21.
"... - Google's Keyword Planner - Within Google Adwords open Tools and Analysis in the top menu and select Keyword Planner. Google's Keyword Planner can tell us: How many times a month any keyword is searched worldwide or in any particular country/location. How often that keyword ..."
23.
"... Analysis in the top menu and select Keyword Planner. Google's Keyword Planner can tell us: How many times a month any Keyword is searched worldwide or in any particular country/location. How often that keyword is searched as part of a longer phrase or on its' own. What the ..."
24.
"... us: How many times a month any keyword is searched worldwide or in any particular country/location. How often that Keyword is searched as part of a longer phrase or on its' own. What the PPC competition and costs are like for that keyword – although as we will see later this is ..."
25.
"... How often that keyword is searched as part of a longer phrase or on its' own. What the PPC competition and costs are like for that Keyword – although as we will see later this is not all it appears to be... Suggestions of other keywords that are related and might make better ..."
26.
"... costs are like for that keyword – although as we will see later this is not all it appears to be... Suggestions of other Keywords that are related and might make better alternatives. If the number of times that keyword is searched is trending (getting more or less popular over ..."
27.
"... be... Suggestions of other keywords that are related and might make better alternatives. If the number of times that Keyword is searched is trending (getting more or less popular over time). - A basic keyword search - Let's start by carrying out a basic search. In the left hand ..."
29.
"... better alternatives. If the number of times that keyword is searched is trending (getting more or less popular over time). - A basic Keyword search - Let's start by carrying out a basic search. In the left hand side click Search for New Keyword and Ad Group ideas which will open ..."
31.
"... more or less popular over time). - A basic keyword search - Let's start by carrying out a basic search. In the left hand side click Search for New Keyword and Ad Group ideas which will open up further options. In the first box marked Your product or service put in your keyword or ..."
33.
"... ideas which will open up further options. In the first box marked Your product or service put in your Keyword or phrase. Ignore the next two boxes for the moment but don't forget to set up the conditions in the Targeting section. These include: Location - choose the country or even ..."
38.
"... and search partners". Negative Keywords - Any words you want to avoid. So, for example, if you are looking for data about searches for "womens hats" you may want to avoid any searches that include the word "fur". If so insert those negative Keywords here. Now click the button Get ..."
40.
"... want to avoid any searches that include the word "fur". If so insert those negative keywords here. Now click the button Get ideas and then, once the page loads, click the tab Keyword ideas. Here you'll see at the top your phrase along with how many times it is searched each month, a rough ..."
"...Keywordill be a list of other Keywords that Google thinks are similar and that you might be interested in, all with the same data. From here you can assemble an initial list of Keywords that won't cost you the earth while avoiding those where competition is obviously so intense it ..."
46.
"... to enter the fray. Not immediately obvious is the small graph icon next to every figure in the 'Avg monthly searches' column. Hover over this and a graph will pop up giving you a month by month idea of whether or not a Keyword or phrase is becoming more or less popular. While you might ..."
48.
"... or phrase is becoming more or less popular. While you might think this is incredibly useful it can also be very misleading. For example a Keyword may be trending upwards but where? On Google Search, Google News, Google Shopping, YouTube, etc. To find out more we need to step outside ..."
56.
"... I suggest you open this in a new window as we will be returning to discuss Adwords in a moment. Type your Keyword or phrase into the search box here and you will be presented with: A graph, going back to 2004, showing how the query has trended in popularity. A map of the ..."
60.
"... A map of the world showing in which countries the query is most popular. A list of other related searches (also good for getting alternative Keyword ideas) and which searches are trending up the most right now. The first graph itself can be a little misleading as it is not showing the ..."
62.
"... trending up the most right now. The first graph itself can be a little misleading as it is not showing the total number of searches but movements from a benchmark. Tt shows us how popular a Keyword or phrase is “relative to how popular it was”. Confused? Google Trends takes the week ..."
66.
"... else is then measured off that. For example, if in the week January 6th -12th 2012 Keyword X is searched 1,000 times and that is the highest number of times, in any single week, that Keyword X has ever been searched, Google gives that week a score of 100. If in the following week it is ..."
"...Google Trends doesn't tell us that, in this example, 80 = 800 searches and there is no way to find the exact figures week by week but the Adword Keyword Planner tells us "on average over the last 12 months" how much it is searched and a little backward maths would give us weekly data in Google Trends if we wanted it. ..."
72.
"... a little backward maths would give us weekly data in Google Trends if we wanted it. Generally, however, we don't! We just need to get a rough feel for if a Keyword is going somewhere or if it's stable. It's all very useful in your planning but don't get carried away just yet! We need to ..."
82.
"... a play around to get the feel of it. Once again, remember the most important aspect of this tool for our work here is to make sure the Keywords we are considering are stable or that we are at least aware of the trends and/or seasonality. It's often useful, for example, to know that ..."
90.
"... - Now we have some idea of which Keywords we might realistically be able to pursue and if they are trending in any particular direction. But what you are looking at in Google Adwords is not all it seems. The figures in the 'Suggested bid' column are known as Broad Matches. - Broad ..."
94.
"... are known as Broad Matches. - Broad Match - This is what happens if you just type your phrase straight in to the Keyword Planner and click search. It will show you the estimate cost of that phrase, and phrases which mean the same thing. So, to use Google's own example, if you search ..."
102.
"... you only have hats for women. We'll look at how to avoid this when we set up a campaign. For now we'll just make sure we are seeing the correct 'Suggested Bid' in the Keyword Planner so we can make an educated choice over which Keywords or phrases to choose. - The Broad Match Modifier - ..."
106.
"... to choose. - The Broad Match Modifier - So the suggested bid is for a "Broad Match". We can modify this slightly by adding a '+' in front of any of the words the Keyword tool will now only deliver results where that word is included. So if we search +women's hats in the Keyword ..."
108.
"... results where that word is included. So if we search +women's hats in the Keyword Planner the results might still include buy women's hats and hats for women but it won't include hats for girls as this last phrase does not contain the word women's. Note it may still include mispellings ..."
114.
"... - Broad Match alternatives - Obviously accidently bidding for Keywords and phrases you didn't even realise you were targeting is the kind of activity that makes Google's accountants very happy while doing an excellent job of draining your bank account. It is perhaps for this reason that ..."
116.
"... makes Google's accountants very happy while doing an excellent job of draining your bank account. It is perhaps for this reason that other alternatives are well hidden in the Keyword Planner. Look to the right hand side of the screen where there is a box marked Your Plan. Look further down ..."
122.
"... have two other options: "Phrase Match" and "Exact Match". - The Phrase Match - Select this to show the suggested bid for searches that are your Keyword or phrase or contain your Keyword or phrase. So if we now search women's hats in the Keyword Planner the suggested bid might include ..."
124.
"... your keyword or phrase. So if we now search women's hats in the Keyword Planner the suggested bid might include buy women's hats or women's hats for weddings but they won't include buy girl's hats as it does not have the phrase “women's hats” within it. - The Exact Match - This ..."
"...Google's Keyword Planner is an estimate and users have found its results tend to vary, even on the same day. Treat it as a rough barometer for comparing options. So you can reach conclusions such as “this Keyword is searched twice as much as that one” but do not take the ..."
136.
"... produces as absolute. The Keyword Planner does not always cover all Keywords. If you have a phrase which you think might be popular but does not show up in the planner try typing it into Google Search itself and watching the auto-suggest options that Google brings up. For example the ..."
138.
"... options that Google brings up. For example the Keyword Planner suggests that nobody searches the phrase "making the most of Google Adwords" but when you type "making the most of Google A" into Google.com it comes up as a suggested phrase. These auto-suggestions come from a ..."
140.
"... up as a suggested phrase. These auto-suggestions come from a database of popular searches so just because it is missing from the Keyword Planner, does not mean there is no mileage in the phrase or word. And there is certainly little to lose from just trying it out. In other words it's not ..."
144.
"... doesn't have anything to say on it in its Adwords system. This might be because the phrase is trending and there is not enough history for the Keyword Planner but most of the time it is just a level of incompleteness at Google's end. ..."

-------------------------------------------
0.
"... you can create. Now we have a way to select good Keywords and phrases we're nearly ready to create our first advertisement ... nearly but not quite. What your advertisement will look like will be restricted by where you want it to show. Your options are: Google Search - next ..."
18.
"... open Tools and Analysis in the top menu but this time select Display Planner. Enter your Keyword or phrase, make sure the 'Campaign targeting' settings are correct and click the white button 'Get placement ideas'. This will bring up a list of websites that show Google ads and who Google ..."
20.
"... targeting' settings are correct and click the white button 'Get placement ideas'. This will bring up a list of websites that show Google ads and who Google thinks are related to your Keyword phrase. The column 'Ad formats' will tell you if they accept text advertisements or not and ..."

-------------------------------------------
0.
"... searched is not, it would appear, taken into account. We're going to jump a little ahead of ourselves here but it's important to understand the Google First Page bid system because it has a direct impact on how we will be choosing Keywords. So before we move to trying out some keywords there ..."
2.
"... we will be choosing keywords. So before we move to trying out some Keywords there is a little secret that Google doesn't like to talk about, but did when I pushed them. This is about the pricing of clicks if you are to appear on the first page of the SERPs. - Is first page important to ..."
19.
"... at here. - How Google calculates the first page bid - You will have seen, when you were trying out the Keyword Tool, that there is a column titled 'competition' and it has either the words 'Low', 'Medium' or 'High' in it. This refers to how many other people have got PPC campaigns ..."
21.
"... 'Medium' or 'High' in it. This refers to how many other people have got PPC campaigns targeting that Keyword and works as a rough guide in telling you how much you might expect to pay per click. The higher the competition, the higher the price per click. As mentioned above this is not ..."
23.
"... the higher the price per click. As mentioned above this is not a hard and fast rule. You can have lots of people bidding very little and the competition indicator will still say “High”. You'll only know by testing out the Keyword in a live campaign. However as a general rule of thumb: ..."
27.
"... a general rule of thumb: High Competition = Expensive! So you would think that targeting “Low” competition Keywords would be the path to lower costs. Not so. The level of competition is not the only factor Google takes into account. What happens, for example, when there are no bidders? ..."
31.
"... be able to bid $0.01 and make hay. Not quite. Where there are no bidders Google also considers how often the Keyword is searched globally and then decides if it “should” be popular among advertisers, regardless of whether it is or not. It can take a moment to get your head around this ..."
44.
"... it out against each other for top positions. You can complain about it but it just is. To get around this we need to look again at the Keyword Tool and the Keyword Ideas that shows below search form. If you are looking to keep costs down you need to identify words and phrases that: ..."
54.
"... meaning to the one you really wanted. have a low competition. have low search volumes. Your aim here is: don't pay $1 per click for Keyword A. pay $0.05 for Keywords B, C, D, E and F. Here's an example: Keyword A is searched 500,000 times per month and has low ..."
55.
"... have a low competition. have low search volumes. Your aim here is: don't pay $1 per click for Keyword A. pay $0.05 for Keywords B, C, D, E and F. Here's an example: Keyword A is searched 500,000 times per month and has low competition but it still has a minimum ..."
59.
"... Keyword A. pay $0.05 for Keywords B, C, D, E and F. Here's an example: Keyword A is searched 500,000 times per month and has low competition but it still has a minimum first page bid of $1 per click. Keywords B, C, D, E and F are each searched 100,000 times per month. They also ..."
61.
"... it still has a minimum first page bid of $1 per click. Keywords B, C, D, E and F are each searched 100,000 times per month. They also have low competition but because their search volumes are lower the minimum first page bid is $0.20. So now you are getting the same number of impressions ..."
63.
"... their search volumes are lower the minimum first page bid is $0.20. So now you are getting the same number of impressions for very similar words to the Keyword you originally wanted but you are paying one fifth of the price! - Minimum bidding in the Display Network - The Display Network ..."

-------------------------------------------
0.
"... comes down to roughly the same amount per actual click achieved. Now we're clear on how to choose Keywords correctly and how to handle Keywords that could have an expensive minimum first page bid it's time to test out a campaign. Choose Campaigns in the top green menu, All online campaigns in ..."
6.
"... minimum bid is excessive. From here you will find setting up a campaign is self-explanatory. The part about Bidding and Budget is something we will look at later when we get an idea on how the Keywords are performing so put in some nominal figure to start off with. - Understanding Campaigns ..."
20.
"... while the other is targeting laptop and PC users). You can set up different Ad Groups within a campaign to: show different advertisements for different Keywords. bid different amounts for different keywords. show different advertisements on selected websites which display ..."
21.
"... can set up different Ad Groups within a campaign to: show different advertisements for different keywords. bid different amounts for different Keywords. show different advertisements on selected websites which display Google Adverts (the Display Network). - Example ..."
31.
"... - Example Two - You sell widgets in Canada and the US but you want to target the Keywords “American Widgets” and “Canadian Widgets”. It doesn't matter if the advertisements show in both countries. For this you need two Ad Groups in one campaign. - Graphic versus text ..."

-------------------------------------------
0.
"... to analyse the results from Adwords Once you have your campaign set up, your advertisement made and your Keywords plugged in it's worth giving Google Adwords 24 hours so that things settle down. This is 24 hours after your advertisement has been approved. Keep calm here. Imagine what we are ..."
14.
"... that your campaign may not be performing because: The Keywords are wrong, people searching those Keywords aren't actually your target customer (even if you are sure they are, they just aren't – remember the bit about Trophy Terms?). The landing page (where they arrive on your ..."
29.
"... what the benefits will be and they are numerous. Once the two are connected Analytics will tell you: How many visitors are coming via each Campaign, Ad Group and even Keyword How those visitors are reacting and what they do What percentage of these visitors do what you hope ..."
33.
"... of these visitors do what you hope them to do This is the tip of the iceberg in terms of what Google Analytics can do for you but they are the points we need to focus on now when deciding if and how a Campaign, Ad Group or Keyword needs work. - How to connect Adwords and Analytics - ..."

-------------------------------------------
2.
"... last chapter we said that we would be looking for the following issues: the Keywords are wrong, people searching those Keywords aren't actually your target customer (even if you are sure they are, they just aren't). the landing page (where they arrive on your website after clicking ..."
24.
"... be a combination of things. The hardest part is working out which part of the process is causing the issue. For example if, when visitors search a Keyword and then click on your advertisement they take one look at your site and hit the back button is the issue: The keyword is wrong and ..."
26.
"... a keyword and then click on your advertisement they take one look at your site and hit the back button is the issue: The Keyword is wrong and should be removed? The advertisement makes users think your site is about something it isn't? The landing page needs improvement for ..."
28.
"... keyword is wrong and should be removed? The advertisement makes users think your site is about something it isn't? The landing page needs improvement for that Keyword? We can look for clues and that is what the rest of this chapter is for. However, do not rush in, you will need a fair ..."
32.
"... As a rule of thumb do not make decisions on a number below 50. In other words if a Keyword has generated 10 visitors we can't decide anything about that Keyword yet. 10 is such a small number and it could be pure chance that they were very bad visitors (or very good ones)! - Which ..."
34.
"... that keyword yet. 10 is such a small number and it could be pure chance that they were very bad visitors (or very good ones)! - Which Keywords are performing - In Analytics click Reporting in the top orange bar and then from the left hand menu select Traffic Sources – Advertising – ..."
36.
"... visitors (or very good ones)! - Which keywords are performing - In Analytics click Reporting in the top orange bar and then from the left hand menu select Traffic Sources – Advertising – Adwords – Keywords. We've got a vast amount of data here. We can see how many visits each ..."
"...Keywordot a vast amount of data here. We can see how many visits each Keyword achieved, on average how many pages a visitor saw, how long they were on the site for, what percentage bounced (hit the back button), the goals achieved and, if Ecommerce is enabled, how much revenue ..."
42.
"... has generated. - Ecommerce quick check - First make sure, in Analytics, you have made a note of the date range (usually the last 30 days). Then in Adwords ensure that same date range is set and look at the cost associated with that Keyword. To find this cost (in Adwords) in the top ..."
44.
"... with that keyword. To find this cost (in Adwords) in the top green menu click Campaigns, select the campaign in the left hand menu and then choose the Keywords tab. This screen will tell you how much each Keyword has cost you over the given time period. What is “acceptable” is ..."
46.
"... has cost you over the given time period. What is “acceptable” is down to you. For some companies a Keyword or campaign that costs 10% of the revenue it generates is perfectly fine. For others that have a tighter margin this may be far too high. - What to make of the data - ..."
53.
"... see or read more. Average visit duration – ideally we would be looking for this to be over 30 seconds. If it isn't then the landing page is not engaging. This does not mean the landing page is bad, it could mean that it is just a bad word for the Keyword in question. Bounce rate – ..."
58.
"... wood – in other words see the detail but understand the overall picture. For example: For Keyword A your landing page has low Pages per visit, low Average visit duration and a high bounce rate. For Keyword B your landing page has high Pages per visit, high Average visit duration ..."
59.
"... landing page has low Pages per visit, low Average visit duration and a high bounce rate. For Keyword B your landing page has high Pages per visit, high Average visit duration and a low bounce rate. In this situation you should be looking to keep your landing page for Keyword B but ..."
61.
"... has high Pages per visit, high Average visit duration and a low bounce rate. In this situation you should be looking to keep your landing page for Keyword B but create a different landing page for Keyword A. - What does Adwords make of the data? - You may have seen some red flags in ..."
71.
"... to their Analytics accounts to check! But Adwords will give you a clue. Back in Adwords click the Keywords tab and then hover over the speech bubble in the Status column. You will see four pieces of information: Is your advert showing now for this keyword. Note the answer can ..."
73.
"... You will see four pieces of information: Is your advert showing now for this Keyword. Note the answer can sometimes be “no” if you are not bidding high enough for the search network but you may still be getting clicks from the display network A quality score (out of ten) – which ..."
75.
"... the Ad relevance and the landing page quality that we will come to in a moment. Expected click through rate – is your advertisement (for this Keyword) more or less popular than those of your competitors? Ad relevance – does your advertisement seem to be related to the search ..."
76.
"... rate – is your advertisement (for this keyword) more or less popular than those of your competitors? Ad relevance – does your advertisement seem to be related to the search Keyword? Landing page experience – do users carry out positive actions when they arrive at your site, at ..."
87.
"... follows: - Below average expected click through rate - This is a clear signal that the advertisement itself is not appealing to internet users. To counter this you will need to hive off the Keyword or Keywords for closer study. Go to your campaign and create a new Ad Group with only the ..."
89.
"... off the keyword or keywords for closer study. Go to your campaign and create a new Ad Group with only the Keyword or Keywords in question. Then create several new advertisements for this Ad Group but with different variations in wording. Let these advertisements settle in for a few days ..."
95.
"... through. Again, bear in mind that it could just be this Keyword and what you are offering do not work together – internet users who search this Keyword are looking for something else. You will know this if none of your advertisements seem to show any sort of CTR improvement. - Below ..."
99.
"... - Below average ad relevance - If you are targeting the Keyword “blue widgets” but your advertisement never mentions blue widgets or any similar wording Google will mark you down for not having an advert which is relevant. This is a fairly major blow but it is important ..."
107.
"... good at what it did any more, and start using a different search engine. To avoid this Google won't show an advertisement, no matter how high the bid, if it doesn't feel it is relevant to the Keyword being searched. We will turn this principle to good use as a way to rank higher than your ..."
"...Keyword a clear signal that users search the Keyword, click on your advertisement but don't engage with your website. You should be able to see in Google Analytics that this Keyword has a high bounce rate and users spend a short amount of time on the site which will marry ..."
123.
"... make the “average”). Be careful here not to throw the baby out with the bathwater. If your landing page is working for other Keywords then it is time to make a different landing page for this particular Keyword rather than editing the existing landing page. Alternatively if the ..."
125.
"... for this particular keyword rather than editing the existing landing page. Alternatively if the landing page issue runs across all your Keywords then you will need to consider a redesign either visually or in content. Again, as with the advice for creating multiple advertisements, you can ..."
"...Keywordas with the advice for creating multiple advertisements, you can create multiple landing pages and experiment on which ones work best for which Keywords. As a word of caution though make sure the content of each page is unique to avoid your site being penalised by Google for containing too ..."
135.
"... draw conclusions from it. - Checking how the search results look - Sometimes when you are working on a Campaign you will want to have a quick check at how Google's search results are looking for a certain Keyword. Most of the time that's just a case of going to the Google version for ..."
139.
"... this is not so straightforward but Adwords offers you a work around. In Adwords go to your list of Keywords and hover over the speech bubble in the Status bar. When a window pops up click the Ad Preview and Diagnosis link. A new window will open where you can define what keyword you want to ..."
"...Keywordindow will open where you can define what Keyword you want to test, in which version of Google (e.g. Google.ca for Canada), what language and the type of device (laptop and PC or mobile/cell 'phone). You will then be presented with a search results page as if you were in ..."
147.
"... who comes and goes. - Global visitor behaviour - So far we've looked at how to use Analytics to spot issues with individual Keywords or Campaigns. But you can also use it to get a global picture of how your PPC visitors are behaving. To do this in Analytics click the Advanced Segments ..."

-------------------------------------------
0.
"... and feel confident to do whatever it is you are hoping they will do! Now this is what we all want to do. Bid less than our competitors for Keywords but appear higher than them in the paid search listings. Luckily it is possible. Going back to the last chapter we looked at the Quality Score of ..."
2.
"... the paid search listings. Luckily it is possible. Going back to the last chapter we looked at the Quality Score of each Keyword in our campaign and how this was made up of a mixture of factors. One is your bid amount but the other three are: Ad relevance Expected click through ..."
11.
"... rate Landing page experience - Ad relevance - We looked earlier at how Google will not show an advertisement, no matter how high the bid, if it doesn't feel it is relevant to the Keyword being searched by an internet user. So if someone wants to advertise a brand of cola when a ..."
15.
"... “maths tutor” Google simply isn't going to display the ad. Your aim is to take this principle a step further and make your advertisements more “relevant” to the Keyword you are targeting than your competitor's adverts. To do this it's worth creating several ads in every Ad Group and ..."
19.
"... new and ever more relevant adverts. Remember an advertisement without the Keyword in it is likely to be seen as not relevant so try and get the Keyword into the advertisement title and the text but not to the point where it appears spam like. To compare the performance of several ads ..."
35.
"... page experience - As we have already discussed you can use Analytics to discover which landing pages work for which Keywords, when to build more landing pages and how to experiment so that your website starts converting those visitors who come through Adwords. As you do this Google ..."
45.
"... they haven't figured out how to do the things which you now know. The process can be summarised as this: choosing Keywords and creating advertisements and landing pages using the data Google gives you to understand how users are reacting to your campaign trying out ..."

-------------------------------------------
21.
"... as a spreadsheet if you want to carry out further calculations and analysis. You can also see what Keywords people searched on Google Shopping that lead them to your advertisement and then to the sale. To do this: In Analytics use the left hand menu and click Conversions – Ecommerce ..."

-------------------------------------------
23.
"... know how to do the on-page work that will improve your landing pages performance. These include activities such as: Including the Keyword in the title and meta description. Including the keyword in the main body text of the page. Note that these will go some way to reassuring the ..."
24.
"... pages performance. These include activities such as: Including the keyword in the title and meta description. Including the Keyword in the main body text of the page. Note that these will go some way to reassuring the search engines but it is user behaviour which is the ultimate ..."

-------------------------------------------
"...Keywordis at this point that you are probably realising what a monumental job it is for medium and large companies. Some employ complete teams who literally create advertisements as Keywords trend upwards during a day or week following a particular event or story. Others beaver away at analysing, polishing and ..."

Search result for 'Keyword' in the FAQs of Making the Most of Google Adwords


Warning: Invalid argument supplied for foreach() in /var/www/vhosts/bookpreview.info/httpdocs/newsearch_results.php on line 174

There were no results for 'Keyword' in the FAQs of Making the Most of Google Adwords

Search result for 'Keyword' in Glossary of Making the Most of Google Adwords

Keyword
PPC
PPI
Search Term
Trending keywords
Trophy Terms
Reviews

"..."

More Reviews
Share on Facebook Tweet This
Buy this book:
Join Tim Hill on Google+
Get a Book Preview website