May 21, 2009

The Positive of Negative Keywords

Nothing feels worse then paying for traffic...except paying for traffic that you don't want!

Google recently upgraded their AdWords interface and thanks to a recent tweet @jordanlebaron,
" - Just figured out I can see raw queries in the new #adwords interface: Campaigns > Keywords > "See search term..."
I was impressed with the importance of this new feature. "Raw queries" are what a searcher actually typed into the search engine which resulted in triggering an ad for one of your keyword bids. Phew, long sentence.

Not only is it interesting (and gives you ideas of content to add to a site) it is important in locating "Negative keywords". Negative keywords can be set for your ad group. They are keywords or phrases that you do not want your ad triggered in the search results. I assure you I have no nipple ring pictures on my site, nor am I really all that interested in my ad showing in the search results. I don't consider it "targeted traffic" and I don't want to pay for it :P

You try to save money where you can! Every little bit counts. If you want even more details then what googles raw queries tell you I found this great post on
What they recommend is to employ what they call the “Google Analytics Raw Query Hack”. It is easy, non-technical and completely free! Check out their site for more info on how.


May 18, 2009

Improving your CTR made easy

There are so many things you have to do on a daily basis to succeed with your online business. One of these things is constantly trying to reach - in increasing numbers - the right audience.

If you know your conversion rate is 15% (15 out of 100 targeted visitors purchase) and you know you'll make an average of $150 profit per 100 visitors then of course the laws of averages says "if you had 1000000 viewers you'd be rolling in money!" So... the constant struggle with increasing targeted traffic to your site is a daily ritual.

If you're using Google AdWords one of the things you can do is improve your CTR (click - through - rate)! Also, as an added bonus, Google will charge you less cpc (cost per click) since SO MANY PEOPLE click through your ad! Another reason I love google :) I think they should hire me for praising them so much!

High CTR means more attention from "keyword targeted" searchers. When you capture "targeted" traffic you will notice much better conversion rates. With 1,000,000s of sites out there you must catch the searchers attention better then any one else!

Luckily it's easier to do then you may think (if you are using Google AdWords).

Split ads in a campaign: In your Google account you can make different "ads" within a campaigns "Ad Group". Google will alternate the ads (directing them to the same landing page, the same keywords and using the same budget), while tracking the number of impressions and the number of clicks. You can test different ads to see which results in the highest % of click through rates. Of course some ads will result in lower CTRs (always a pain - but better off knowing I guess).

  • Test Headlines: Each ad headline can use a max of 25 characters. If you have the actually keyword in the title it will be highlighted in BOLD on the Google results page. People are drawn to bold - and if it matches exactly what was typed in the search engine they are more likely to click through. You can use Googles auto headline - which will put the keyword in your title for you - but it is often found to be less targeted traffic and may not convert as well (in my opinion). Try seasonal headlines, mark events, align your product with what's happening now - the idea is to keep testing - get rid of those that don't perform.
  • Test Content: In Google AdWords you have 2 description lines and each only allows for 35 characters max (and tweeters find 140 tough!). This is where you speak to your potential customera -use it wisely! It's not as easy as writting a 70 character (includes spaces remember) sentence. Being forced into using 2 lines may split a word right in half! or worse...waste character spaces! Don't use words like "best" "guaranteed" "in business for x yrs" WASTED CHARACTERS!!! Use your website for that info (too bad not everyone knows computer shorthand ;P) In fact - I'd be as bold as to say do not list any features at all....go 100% benefit (or at least test it out)!
  • Test display URLs: If your landing page URL is long then this is a great feature. You can create any URL in this space (it allows for 35 characters). Make it easy for people to remember. If your URL is long shorten it :)

Much easier to read no? Notice the capitalization?. You get 1024 characters for your actual destination url (although nobody sees it on the google ad) be sure to always use the actual landing page URL.

Keep an eye on the number of impressions vs the number of clicks. Test Test Test - in with the good - out with the bad. Improving your" click-through-rate" will be one of the easier tasks of your day if you're using Google AdWords.


May 16, 2009

Arm yourself with knowledge of search trends

It's been about a month since I last wrote here. Life has a way of changing direction at any given time. I'm happy to say even if I am not writing - I am doing!

I found some interesting tools to tell you about. I may have touched on them previously but as always on the internet - things just keep getting better!

More reasons to love Google straight from their labs.

  • Google Trends : Here you can compare the search "trend" (popularity) of up to 5 terms since 2004! For example - compare what sport is popular with searchers "golf, tennis, hockey, baseball, basketball".

Interesting no? Looks like "Golf" (even though it has about the same news coverage) is the sport of choice for internet searchers. May be a good target field to conduct business with :) As a marketer I am interested in the trend of say - my top 5 keywords.

Google Trends also tells you what country and city has the highest search volumes for EACH of those keywords. WoW! Talk about being able to "target" regionally. (Google AdWords even has a way to target your ads by region). A wise marketer would use this info ;)

  • Google Insights for Search: While Google Insights for Search and Google Trends use the same data, Insights for Search is geared towards researchers or advertisers who may find some of its advanced reports more useful.

It's great to know what the present top search terms for golf websites are - but it's even better to know the "Rising Searches". Especially if your site is looking to "Break into" a new search volume before the bids on the keyword term gets too high. Just another tool any wise marketer should use ;)

Make the best of your Google Adwords campaign by arming yourself with knowledge of the search trends for YOUR product.

I LOVE Google.

Yes - I will admit. I love Google (I feel as if I should stand as I say it "My name is Frances and I am a Google lover").

Sorry Yahoo.
I tried to make friendly with you - but I found you to be a bit lacking in personality. You don't seem to "know" even a third of the people Google does - and it's all about relationships. You're not clear when communicating with - and you hardly share anything interesting. You may HAVE interesting things to say but...I never seem to hear about it. I have been listening - asking around - no one says much about Yahoo (Other then it's number 2 and Google themselves wants to be their friend). Yes I do have a Yahoo Account too - in case you're wondering.


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