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Get More Traffic From Google
Q:Am I better off going after single keywords with a lot of searches like "Business," or combophrases like "Business Marketing"?Two issues here. First, "business" is a broad term that draws people looking for any number of things, and can be difficult to convert. Granted, bidding on the exactmatch term [business] is more likely to be productive for you than bidding on the generic word.
Terms like this generally bring in low quality traffic. Test the conversion rate, and see if it's a worthwhile deal or not.
Q:What's the best way to find the right keywords for my product?Do your free keyword research first using Google's keyword tool at google.com/key words, and freekeywords.wordtracker.com.Wordtrackeris a powerful paid tool that any serious AdWords marketer should have a subscription to.
Watch your competition:
How many advertisers are there? The number could be anywhere from one or two to several hundred. If there are fewer than eight or ten bidders, you could get the bottom position on page one for as little as $0.01.Figure out which competitors are seriously response-oriented. Pay special attention to everything they do.Tip: Pay attention to Google advertisers who split-test their ads--when you do a search on a keyword that you're researching, click the "search" button multiple times and you'll see that some ads change while others stay the same. The advertisers who split test are almost always the sharpest pencils in the box.Go to Yahoo and MSN, and find out what advertisers are doing there.Get keywords from dictionary/thesaurus sites such aswww.LexFN.comand from printed sources on your topic, such as glossaries and indexes.
Q:What do I do when healthy, active keywords are still deathly expensive?The top bidders in any established market on Google are going negative on the initial sale because they make it up later with a robust back end that includes crosssells, upsells, and ongoing paid subscriptions. Can you provide this, too? The first baby step in this direction is to capture contact information and then market to those contacts aggressively, maximizing the value of every visitor you get. Google artificially elevates prices for brandnew advertisers that they're unfamiliar with. Also, can you:
Get the top bidders in your market to become affiliates of your site?Make a jointventure offer to your competitors, playing like the little bank branch inside the giant supermarket?Offer your competitors who send traffic to you a payperaction deal (perclick or per download) to help them monetize some of their traffic and subsidize their $10.00 per click?Buy exit traffic from competitors' sites?
Q:Does Google disable ad groups or campaigns or keywords?As of this writing, none of the above. It used to, though. Now Google just shows your keywords a paltry fraction of the time if the quality score is low.
Google does disapprove ads that don't meet its editorial guidelines. (And if you violate their policies repeatedly they'll shut down your whole account and ban you from Google entirely.)But follow Google's policies and fully implement our advice, and these problems will take care of themselves.
Perry Marshall is the #1 author and world's most-quoted consultant on Google advertising. He has helped over 100,000 advertisers save literally billions of dollars in "AdWords stupidity tax."Bryan Todd is an international marketing consultant and Google AdWords specialist.