Google and Overture Campaigns
Content and Keyword Targeting
We will optimize your content and keyword targeting.
Targeting ~ who should see your ad
Select keywords and phrases relevant to your product
or service.
General keywords will generate the most impressions,
but will often result in the fewest number of clicks.
For example, if you sell golf equipment, you wouldn't
want to choose the keyword "golf," because
your ads could appear to people searching for subjects
(such as golf lessons) unrelated to your business.
Instead, you should select more descriptive phrases
for your products or services so your ads will appear
to those who matter—prospective customers searching
for what you have to offer.
You might want to try:
» Golf clubs
» Golf shoes
» Golf Balls
Not everyone will enter the same keyword spellings
to search for your type of product or service. You
can increase your chances of reaching more prospects
by including spelling variations and plurals in your
keyword list.
Examples:
» Golf club
» Golf clubs
» Golf Set
Content - What should your ad say?
Include keywords in your ad text or title.
» If your keywords appear in your ad text, users will be able to immediately
recognize that your ad is relevant to their search.
» One way to create targeted ads is to create multiple ads within an
Ad Group. In each ad, include one or more of the keywords from your keyword
list.
» Another way to customize your ad text is to create multiple Ad Groups,
each with one keyword and one ad that contains that keyword.
We believe a clear style.
» Short, non-repetitive sentences work best.
» Double-check spelling and grammar.
We will test multiple ads per Ad Group.
» Try different messages, and see what works best.
» Our system tracks the CTR for each of your ads, so we can identify
and remove ads that perform poorly.
Identify the unique aspects of your product or
service.
» What makes your product or service useful, relevant, better, and different?
» We will call attention to the unique benefits you offer to set you
apart from the competition and to attract more searchers.
Example: "Wholesale prices on brand names"
Use a strong call-to-action.
» We will use a call-to-action to prepare your audience for what you
want them to do.
» We will make sure that this phrase is unique and specific to your business
so that it is more informative and compelling and distinguishes you from the
competition.
Example: "Register for membership now," "Save
on DVD's," "Get cheap stereos," or "Join
now for 20% discount." |
