Danziger, who manages the website tutorial sites CreateAwebsite.com and 2Clicks.com, says the number one mistake people make when buying keyword services is they spend too much money on competitive keywords that fail to perform. In his report, Danziger provides six simple steps on how to use AdWords more effectively. The steps are outlined below.
1) “Specify negative keywords.” If you have a paysite, Danziger suggests including “-free” as a negative keyword. That way when people search for free sites, you won’t have wasted any money paying for your ad to show up.
2) “Bid on as many relevant keywords as possible.” Danziger suggests thinking of new keyword combinations that competitors haven’t bid on yet. Even though the new combinations might bring in less visitors overall, the cost per visitor will be considerably less.
3) “Split keywords into groups.” If keywords are split into groups of similar words then you can “create a separate campaign for each group,” Danziger writes. In other words, each campaign can be designed on separate pages that are highly specific to those search terms, which means the words will appear in bold on the Google ad and invariably increase click-thru rates.
4) “The higher your click-through rate (CTR), the higher your ad will be shown.” It may sound painfully obvious, but Danziger says this simple fact is often over-looked. “Even if you are bidding less money than the person above you, if your ad gets a higher CTR, Google will show yours higher.”
5) “You should also bid on ‘keyword’ and [keyword].” Let’s say one of your keyword combinations is “Black stilettos.” Putting the phrase in inverted commas when you submit to AdWords will bring up the ad whenever anyone searches for that phrase along with other search terms. So whether they type, “Where can I buy some black stilettos?” or “Woman steps on man while wearing black stilettos and eating a hot dog,” your ad will be called up. Putting the same words in square brackets will reveal the ad when someone searches ONLY for those two words.
6) Always run at least two, differently worded, ads for each campaign. If you do, says Danziger, you can track which ad gets a higher CTR. Once you’ve decided which ad performs better, cancel the second one and create a third ad with different wording. You can continue in this vein until you’ve created the most effective ad for your campaign.
Danziger says the thing to remember about AdWords is that the advertising costs for the service really depend on how much an advertiser is willing to spend. So long as an advertiser has a clear understanding of both his goals and his audience, says Danziger, then he can ensure his money is spent effectively.
