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Sunday, 20 May 2007 |
Google Adword check list
- One ad for each keyword
group (i.e. CRM, eCRM, instant CRM, healthcare CRM). Here WordTracker,
Overture, or Google Analytics can provide a bin of related keywords.
- Optimize a campaign for a group of bins - portfolio approach, as
below:
|
ProteinCampaign |
GreenCampaign |
| Adgroup1 |
Vegan protein |
Green Kamut powder |
| Adgroup2 |
Whey protein |
Wheat grass powder |
| Adgroup3 |
Rice protein |
Barley grass powder |
| Adgroup4 |
Soy protein |
Kale powder |
-
Science of advertising: customer-driven ads. List benefits first (in
the second line of the ad) follows by features to appeal to more primal
senses. A large percentage of people are emotional buyers.
- Incorporate keyword into the URL
- Make the landing page relevant to the ad.
- Specify negative keywords to invite only right visitors.
- Explore alternative keyword market, i.e. phone versus telephone,
versus iphone and cellphone. Use Google Keyword Tool.
- Use locality prefixes, i.e. cellphone versus Portland cellphone.
- Notice bid price differences for keywords with delimiters, i.e. exact
matches with brackets and phrase match with quotes.
- Write an alternative ad for Google to test which has a higher click
through rate (CTR).
- Reposition and/or regroup high CTR keywords for additional ads.
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