The last time I’ve described how to optimize and scope the structure of a Google AdWords account, and now it’s time to share my tips for choosing cost-effective keywords for Google AdWords campaigns.
Once you add a keyword to your active ad group, be ready to pay for it. Since no one wants to pay on top of reasonable expenses, our task is to select the keywords which are really worthy of bidding. Let’s take a look at the priority factors to help us make the right choice:
- your advertising goals
- historical data
- keyword tool
As you can see, I didn’t include a website and advertised products to this list, for these are genuinely implied in your marketing activities.
Before sitting down to creating your Google AdWords campaign, define your advertising goals clearly. I would break down all the pay-per-click advertising goals into two categories: conversions and branding.
If your advertising goals fall into the branding category, actually you choose the easiest way. If you want to receive maximum clicks / impressions and promote a website / brand name, there’s no need to ransack historical data. All you need to do is just open the keyword tool and select the keywords describing your company and products or services.
Things get harder when your goal is to receive and/or increase conversions. In this case you are supposed to start digging historical data for selecting appropriate keywords. Google Analytics may serve as a perfect tool for obtaining necessary data, providing you have a well-tuned GA account. This will allow you to look through the list of keywords and search terms to figure out the most effective ones (supposedly, those which have brought you conversions). After you make up a short list of the most successful keywords, you can go ahead with setting up a Google AdWords campaign. Still, if you have no historical data, the only resort you are left to is AdWords Keyword Tool, where you are to select more appropriate keywords for your list.
Sure, your PPC budget may be limited, and the issue of minimizing your advertising expenses may be also acute. When you deal with Keyword Tool, you’d better start with the keywords which previously brought some conversions. This list should be extended only with these keywords close variations to retain their semantics. If your budget is more solid, you can consider synonyms to these conversion-bringing keywords.
As a result, we get the following keyword selection algorithm:
Keep an eye on the upcoming Google AdWords guides and professional tips. For the past articles please look though our PPC category to find more advice on pay-per-click advertising.