#4 in our series on Adwords paid search discussion, beginner level.
Now that you have a basic understanding in how to set your adwords keywords up, is there a strategy to their use in the Adwords manager. Is there a way to be efficient and not waste money? How do we maximize traffic and conversions at the same time. Unfortunately, the only way to determine how we are doing is trial and error, and constant testing of your program.
May people start their AdWords campaigns (as I did a hundred years ago) using broad match. This brings in a lot of traffic, most of which is unwanted because it is too general and you paid for the clicks. Exact match on the other hand is often so tight, that you get very little traffic, what you get might be perfect, but there is jut not enough. So how do we solve this riddle?
I think we do this in 2 ways, first I like to use a combination of phrase match and exact match, and watch the results of traffic (clicks) and possible conversion or lead generation. The second, is you must find and use lots and lots of adwords keywords. Remember that since you are using phrase match and exact match, followed up often by local area specificity, you are curtailing your traffic. So the only way to improve traffic, yet make sure that it is good traffic is to increase the number of adwords keywords that you are using. Remember that you can also use negative keywords to minimize keyword traffic that absolutely does not pertain to your category.
There are automated systems, usually proprietary, used by larger firms in this business (paid search management), that actually generate thousands of pertinent keywords and keywords phrases. But, the small business person like us typically finds this unaffordable, unless you are spending in the $ thousands every month, and even then the fees are high.
So from my standpoint, use a combination of phrase match and exact match to get a fair amount of traffic and watch your conversions. Create as many keyword phrases as you have time for, the more the better. Believe me it take a lot of work to get a good program going. It can take months of hard work, but it will be worth it. Look for our next installment on this subject next week.
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