Chapter 11

Improving Your Campaigns through Keyword Management

In This Chapter

  • Finding new keywords
  • Resuscitating keyword by tightening ad groups
  • Segmenting keywords to control exposure and cost
  • Deploying negative keywords

Time to go fishing, metaphorically speaking. The fish are your prospects, swimming around in that great big ocean called “the market.” How do you get them into your bucket as paying clients and customers? You need a well-baited hook, of course — your ads. You also need a rod and reel, and maybe a net — your landing page and conversion process. Finally, you need a bucket — the goods and services you provide in exchange for their money.

All set? Ready to fish? Almost. You need a place to drop anchor. Sure, you can cast a line into a bathtub or city fountain, but chances aren't good that you'll come home with dinner.

In the Search network, keywords represent those locations and times. Each keyword represents its own medium and will respond differently to your offers and value proposition. The more “good fishin' hole” keywords you find, nurture, and bait appropriately, the more leads and sales you can make.

In this chapter, we cover ways of finding new keywords that may not be obvious choices, resuscitating poorly performing keywords by changing the bait, and exploring three different methods of keyword fishing: exact match (using a fishing pole), phrase match (using a net), and broad match (using dynamite). After you master exact match and start deploying phrase ...

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