O'Reilly logo

Web Marketing All-in-One For Dummies, 2nd Edition by Elizabeth Marsten, Ian Lurie, Marty Dickinson, Michael Becker, John Arnold

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Chapter 3: Making Keyword Lists That Sell

In This Chapter

check.png Selecting and organizing keywords

check.png Selecting match types

check.png Working with keyword destination URLs

check.png Understanding advanced keyword-targeting techniques

check.png 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 into separate ad groups or campaigns.

Also, if you sell a variety of products, you should have a separate ad ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required