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Web Marketing all-in-one for Dummies® by Marty Dickinson, John Arnold, Michael Becker, Elizabeth Marsten, Ian Lurie

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Chapter 3. Making Keyword Lists That Sell

in this chapter

  • Selecting and organizing keywords

  • Selecting match types

  • Working with keyword destination URLs

  • Understanding advanced keyword targeting techniques

  • Expanding and contracting keyword lists

The keyword list is the foundation on which your campaigns are built. A good, well-organized keyword list can make a lot of difference in how your account performs — or doesn't perform.

This chapter shows you how to build, expand, and organize your keyword lists for the most effective return on your investment. It also shows you how to segment individual keywords further to give your site's visitors the best user experience possible.

Choosing Keywords

Generate keywords that describe the product or service being offered, such as colors, styles, sizes, or brands. Depending on how popular these terms are, they might have to be sectioned off into separate ad groups or campaigns.

Also, if you sell a variety of products, you want to have a separate ad group for each product you promote.

Note

Suppose that you sell two different types of pens: ballpoint and gel. Also suppose that you want to promote six kinds of ballpoint pens but only one type of gel pen. Putting the keywords for the gel pen in with those for the ballpoint pens may save you a little time, because you don't have to create a separate ad group for the gel pen, but overall, combining these keywords won't produce your desired pay per click (PPC) result or return on investment (ROI). (See Chapter ...

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