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Wednesday, April 8, 2009
If you already have an AdWords™ account, you may remember that the program requested you to first create the ad and only afterwards select your keywords. Practice has proven that things work out better the other way around.
In our previous section we were saying that it is still important to have your account running before brainstorming for keywords, because it is the only way you can have access to the traffic estimator tool — that will be quite indispensable in keyword tracking. The solution is to set only one ad group, have the account created and come back after you've created your keywords list.
What's a Keyword and Why Is It Important?
Understanding how keywords work is the most important step in using Google AdWords™. Simply put, a “keyword” is actually a phrase that the user types in a search box. But why would the user do that?
Sometimes, analyzing what people type in search boxes, there's no way to tell why they do it, or what they are looking for. Why would someone search the letter “a”? Or “m”? These letters are among the most frequently searched terms on the web. But the truth is, there's always a reason. Usually the search term represents a wish, a need, a desire, a curiosity expressed in one to several-word phrases.
Why Is It Important to Know How People Search?
The bottom line for any online business is giving people exactly what they search for, as an extension to giving them what they want in the real world. That is how a search engine “thinks”. Through keywords you can find out what people want.
Keyword research is important because it tells you:
1. how people express their desires and interests on the web
2. how many people search for the same thing
the two numbers to approximate your target market.
Brainstorming for Keywords
The easiest way to start is to write down all the phrases you can think of, that relate to your business. Don't exclude anything, on any reason.
Don't stop at this point, because the trap is to find phrases that your prospects would never search because they don't know your business from inside, like you do. On the other hand, you could be missing exactly the keywords that most people would search — the common ones.
When creating your gross list of keywords, use the following methods:
* word stemming (espresso, nespresso, etc.)
* write both plurals and singulars (espresso machine, espresso machines);
* discover synonyms (espresso maker, espresso brewer);
* figure out the most common misspellings (expresso, expreso, etc.)
* figure out different punctuations (espresso machine, espresso-machine, etc.)
* do not limit your search to one word phrases; find two word phrases, three word phrases, etc;
* think about specific problems that can appear related to your business; use them as keywords (espresso machine repair).
You can find more details about these methods here
How many keywords do you need? At this stage, you need all the keywords you can find. Follow the basic rules of a brainstorming session and give all the keywords their own chance. Usually, a list of several hundred keywords is considered a good start. Remember that in the end you'll only choose a fraction of them; also, you'll probably figure out brand-new keywords on the way.
In our previous section we were saying that it is still important to have your account running before brainstorming for keywords, because it is the only way you can have access to the traffic estimator tool — that will be quite indispensable in keyword tracking. The solution is to set only one ad group, have the account created and come back after you've created your keywords list.
What's a Keyword and Why Is It Important?
Understanding how keywords work is the most important step in using Google AdWords™. Simply put, a “keyword” is actually a phrase that the user types in a search box. But why would the user do that?
Sometimes, analyzing what people type in search boxes, there's no way to tell why they do it, or what they are looking for. Why would someone search the letter “a”? Or “m”? These letters are among the most frequently searched terms on the web. But the truth is, there's always a reason. Usually the search term represents a wish, a need, a desire, a curiosity expressed in one to several-word phrases.
Why Is It Important to Know How People Search?
The bottom line for any online business is giving people exactly what they search for, as an extension to giving them what they want in the real world. That is how a search engine “thinks”. Through keywords you can find out what people want.
Keyword research is important because it tells you:
1. how people express their desires and interests on the web
2. how many people search for the same thing
the two numbers to approximate your target market.
Brainstorming for Keywords
The easiest way to start is to write down all the phrases you can think of, that relate to your business. Don't exclude anything, on any reason.
Don't stop at this point, because the trap is to find phrases that your prospects would never search because they don't know your business from inside, like you do. On the other hand, you could be missing exactly the keywords that most people would search — the common ones.
When creating your gross list of keywords, use the following methods:
* word stemming (espresso, nespresso, etc.)
* write both plurals and singulars (espresso machine, espresso machines);
* discover synonyms (espresso maker, espresso brewer);
* figure out the most common misspellings (expresso, expreso, etc.)
* figure out different punctuations (espresso machine, espresso-machine, etc.)
* do not limit your search to one word phrases; find two word phrases, three word phrases, etc;
* think about specific problems that can appear related to your business; use them as keywords (espresso machine repair).
You can find more details about these methods here
How many keywords do you need? At this stage, you need all the keywords you can find. Follow the basic rules of a brainstorming session and give all the keywords their own chance. Usually, a list of several hundred keywords is considered a good start. Remember that in the end you'll only choose a fraction of them; also, you'll probably figure out brand-new keywords on the way.
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