Most of you must have had bad experiences with Google AdWords. Your website advertisements might have brought in fewer returns and you must have doled out lots of money on AdWords. Fairly speaking, if properly used, Google Adwords transforms into a money minting tool.
Effectively using Google AdWords with the right settings for the right campaigns will undoubtedly ensure that your costs are reduced and sales are increased.
Relevance of the Long Tail Keywords
Long tail keywords consist of 4 or more words and are of a very specific nature. Studies have proved that the conversion rate of long tail keywords is higher than that of single word keywords.
Based on the recently conducted Hitwise study, it has been found that more than 18% of the searches contain five or more keywords.
Google has also confirmed that 20% of the queries received everyday on Google are either unique ones or are probably seen once in 90 days.
With improper Long Tail Keywords, you could end up spending more
Including all possible keywords in a campaign is not an easy task. A helpful and great option as recommended by Google would be to use a broad match for all of your keywords. A broad match keyword exploits unexpected, but relevant queries. Your advertisement thus appears not only with phrases containing your keywords and exact spelling, but also with keyword expansions that include synonyms, singular/plural forms and relevant variants of your keywords.
However, proper usage of a broad match is easier said than done. This is because of the countless unrelated searches that results due to the use of a broad match. You could end up paying more and getting meager returns. For example, if you have a product named “Cobra”, the word cobra would be used for searches related to the reptile variants of cobra, the vintage car or the body spray with similar name.
Enhance your conversion rate with Negative keywords
Negative keywords are included in Google AdWords campaigns to bypass searches containing these words. Your AdWords advertisement is not displayed if the negative keyword is present in a long tail keyword.
If for example, you include “-free” as a negative keyword in the Google AdWords campaigns, your advertisement is not displayed to those who are searching for free offers. This provides direction to your advertisements.
Negative keywords are also used to target advertisements at specific groups. An insurance broker could include “book” and “books” as negative keywords in his Google AdWords campaigns so as to avoid people who are searching for insurance based books.
It is hence quite essentially required that a well thought out broad match warrants the use of negative keywords, so as to could help attract potential customers. Negative keywords also wards off unwanted traffic and hence reduces the payments you would have had to make.
