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RE: Got any top tips re Google Adwords?

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Subject:  RE: Got any top tips re Google Adwords? Ashley Friedlein - Favourite
Author:   Ashley :   view profile | all posts by this author | add to favourites
Date:   10:45:17 26 November 2003
 
Hi Sam

I'm not a search engine expert but we have done a fair bit of this ourselves (both 'organic' / 'algorhythmic' / 'editorial' / 'free' listing and pay-per-click) and my few tips would be:

- you need to work out what people will actually search for that is relevant to your proposition. How do you know this? The cheap way is a bit of common sense and asking your mates / existing customers.

- you can then use tools like Wordtracker (http://www.wordtracker.com) to check against your own list: are there others being searched for that are similar and should be on your list? How many searches are there for your chosen terms? This will also help give you an idea of the kinds of volumes of traffic you might expect to be able to drive

- given your size, budget, proposition I'd suggest going for pretty specific search phrases (not keywords). Bear in mind the following (recent research from Overture) on search term distribution:

36% people search using 2 terms
28% search using 1 term
22% search using 3 terms
9% search using 4 terms
5% search using 5 or more terms

Complement this with research from Espotting which shows that despite the above, most PPC (pay per click) advertisers compete on 1 word and I think the message for smaller players is - buy 2 or 3 word phrases. Why? 2 main reasons:

1. Because it is more targeted so the traffic is more likely to convert (lowers your cost of customer acquisition)

2. Because there is less competition you'll pay less per click

The downside? Only that there may not be high volumes of traffic available that match your chosen phrases. That's more of a problem for brands going after metrics like reach and frequency, but less of an issue for smaller, niche players.

So all you need to do is choose your phrases and get going. You can use tracking tools with Google (assuming you can insert their code into your pages) to check on your conversions and return on investment too.

Personally I don't think skiers will be thinking hot tub as the key differentiator in what they are looking for... It's a nice/great to have but not what you'd search for...? I agree with your points about generic terms being hotly contested but combinations of them may not be e.g. "chalets in chamonix"? "skiing short breaks"? "privately owned chalets"? "DIY skiing holiday"? You get the idea...
 
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  • Got any top tips re Google Adwords?, Sam , 25 Nov 11:38
    Calling all Google Adword experts: I'm about to do some advertising on Google for the first time. Who can give me some tips on how to get the best, most targeted results for the ...
    • RE: Got any top tips re Google Adwords?, Ashley , 26 Nov 10:45
      Hi Sam I'm not a search engine expert but we have done a fair bit of this ourselves (both 'organic' / 'algorhythmic' / 'editorial' / 'free' listing and pay-per-click) and my few ...
      • RE: Got any top tips re Google Adwords?, Webby, 26 Nov 12:03
        Ashley makes some good suggestions. especially using the trial versio nor forking out a few bucks for a more detailed analysis at wordtracker.com. Do be sure to cross reference the ...
        • RE: Got any top tips re Google Adwords?, teddie, 27 Nov 10:29
          Adwords are really interesting. The success is quite closely linked to the editorial. If you get it right you can really reduce the CPC. A simple free trick to manage your a ...
          • RE: Got any top tips re Google Adwords?, Russell , 27 Nov 19:22
            > 'Chamonix' and 'chalet' will be most in demand and hence expensive. I agree. They'll also have a poor click-through & conversion rate compared to highly targeted terms (& ther ...
    • Got any top tips re Google Adwords?, warrencowan, 26 Nov 11:20
      Hi Sam, before you roll your sleeves up, I'd sit down and have a long hard think about what you mean by 'get the best results'. Do you 'get the most traffic' for least outlay, ' ...
    • Got any top tips re Google Adwords?, Russell , 27 Nov 19:32
      Dr Potter's top tips for AdWords success: 1. Track your results Yes, this really is number one! If you're not tracking results, save yourself some money & don't do pay per cl ...
      • Got any top tips re Google Adwords?, webdiversity, 28 Nov 10:04
        Russell comes up with some excellent actions and I totally agree that tracking results is the secret to success. However, Google's system is a bit like an onion and often you ne ...
        • Got any top tips re Google Adwords?, leedle, 28 Nov 17:49
          Everything I've read so far makes perfect sense, but take care not to underestimate the true value of negative keywords. Good negative keywords can turn around even the broade ...
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