There is nothing more frustrating than building a web site and waiting for people to just "show up." It's worse than watching paint dry or watching for a pot of water to boil (remember the watch-pot never boils). That's why PPC (Pay Per Click) management is one of the most important parts of the online world.
Ten minutes from right now you can have a Google campaign up and running, sending visitors to your web site. The speed at which you can do new things and make changes in Google's system is stunning.
But speed can also be a trap. Sometimes people do rash things when they're in a hurry.
It's very easy to blow money on PPC management-you can pick a keyword, write an ad, and get a bunch of visitors who cost you money but have no chance of ever wanting to buy something from you. The following question will help make sure you don't buy the wrong kind of traffic for your web site. Ask this:
How Many People are Looking for this Product?
The answer you come up with will keep your expectations realistic. Hopefully it will prevent you from running into disappointment later on if you discover that Google is not bringing in as many new customers as you had initially hoped for. But even if that happens, the odds are that you will discover other untapped traffic sources that are less competitive but every bit as profitable.
There is a way that you can get a quick estimate in a matter of seconds. Overture has a helpful search-term suggestion tool at http://inventory.overture.com (or http://inven tory.uk.overture.com for the UK) for just such information. Simply enter a handful of your main general keywords, and Overture will tell you how many searches its servers got last month for each one.
For example, let's say that you have a company which sells a skin-care product that gurantees to slow down the aging process. Let's imagine you've just started and want to bring more folks to your web site through Google. Where would you begin?
The first thing to do is to brainstorm a starter list of possible keywords. You've got plenty to work from:
skin beauty acne cosmetics makeup cosmetic surgery dermatology anti-aging wrinkles oils moisturizers
And this is obviously only a few. But if we run over to Overture's keyword selector tool and enter these terms to check out just how many searches these keywords get in a month, here is what we would find out:
skin 7,290 beauty 5,006 acne 1,872 cosmetics 1,862 makeup 1,796 cosmetic surgery 1,736 dermatology 622 anti-aging 503 wrinkles 485 oils 390 moisturizers 120
Notice what's going on here:
The keyword "skin" got over 60 times as many searches as the bottom term, "moisturizers." That term may be one of your most valuable players.
When you run your Overture inventory search on any one of these keywords, you'll invariably get a list of irrelevant terms as well. Those will become your negative keywords.
There's a huge number of people who may want skin-care products but who'll use different word combinations than are on the lists we've come up with. So for a successful PPC management, we'll need to brainstorm for more, and then search Overture's tool again.
According to Overture, we could conceivably get tens, even hundreds of thousands of US searches in a month on those top keywords.
Ten minutes from right now you can have a Google campaign up and running, sending visitors to your web site. The speed at which you can do new things and make changes in Google's system is stunning.
But speed can also be a trap. Sometimes people do rash things when they're in a hurry.
It's very easy to blow money on PPC management-you can pick a keyword, write an ad, and get a bunch of visitors who cost you money but have no chance of ever wanting to buy something from you. The following question will help make sure you don't buy the wrong kind of traffic for your web site. Ask this:
How Many People are Looking for this Product?
The answer you come up with will keep your expectations realistic. Hopefully it will prevent you from running into disappointment later on if you discover that Google is not bringing in as many new customers as you had initially hoped for. But even if that happens, the odds are that you will discover other untapped traffic sources that are less competitive but every bit as profitable.
There is a way that you can get a quick estimate in a matter of seconds. Overture has a helpful search-term suggestion tool at http://inventory.overture.com (or http://inven tory.uk.overture.com for the UK) for just such information. Simply enter a handful of your main general keywords, and Overture will tell you how many searches its servers got last month for each one.
For example, let's say that you have a company which sells a skin-care product that gurantees to slow down the aging process. Let's imagine you've just started and want to bring more folks to your web site through Google. Where would you begin?
The first thing to do is to brainstorm a starter list of possible keywords. You've got plenty to work from:
skin beauty acne cosmetics makeup cosmetic surgery dermatology anti-aging wrinkles oils moisturizers
And this is obviously only a few. But if we run over to Overture's keyword selector tool and enter these terms to check out just how many searches these keywords get in a month, here is what we would find out:
skin 7,290 beauty 5,006 acne 1,872 cosmetics 1,862 makeup 1,796 cosmetic surgery 1,736 dermatology 622 anti-aging 503 wrinkles 485 oils 390 moisturizers 120
Notice what's going on here:
The keyword "skin" got over 60 times as many searches as the bottom term, "moisturizers." That term may be one of your most valuable players.
When you run your Overture inventory search on any one of these keywords, you'll invariably get a list of irrelevant terms as well. Those will become your negative keywords.
There's a huge number of people who may want skin-care products but who'll use different word combinations than are on the lists we've come up with. So for a successful PPC management, we'll need to brainstorm for more, and then search Overture's tool again.
According to Overture, we could conceivably get tens, even hundreds of thousands of US searches in a month on those top keywords.
About the Author:
George Kristopher, a respected expert in Adwords Management, manages several thousand dollars of PPC advertising for multiple different businesses. Claim Your Free Video on "The 4 Dirty Little Secrets Most PPC Management Companies Don't Want You To Know" at George's PPC Management site
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