For all the marketers who are using Google AdWords to sell their products/services the idea of keywords is hallowed. They are the thing that can either make or break their business. It hinges on their ability to bring in business.
An unsuccessful AdWords campaign can lead to hundreds of dollars in wasted advertising as their ads fail to draw in productive leads but still generate plenty of idle interest among the portion of internet browsers with little else to do but browse through the “Sponsored Ads” to see what there is to see.
What they don’t know is that luck really has nothing to do with it and neither does careful research, in finding profitable keywords.
Yes, a quick glance at a search engine’s database will show the keywords which generated the most business over an established period of time; however, these keywords are going to generate hundreds of pages of results due to their popularity and internet browsers are not going to look beyond the first five to ten. That means that anything on the remaining ninety pages is going to go unviewed.
It is evident that an ad must be among the first pages to be assured of some kind of success. What does that have to do with keywords? To be assured of their ads showing up on the first 5 or 10 pages, those very prime spots, a marketer will have to have one of the higher bids on that keyword.
Of course that indicates that a higher price will be required for each click on the ads if we want to stay on the first pages and not end up on the other ninety nine.
This may not seem like much, but when one takes the time to consider the fact that the advertiser is going to have to pay that sum each and every time that the ad is clicked, whether it generates a sale or not, the potential for lost advertising dollars is tremendous. Therefore, each ad is going to have to be as effective as possible in order to justify the amount of money being spent on it.
A successful ad is totally dependant on the success of it’s keywords.
A good keyword will be one which will be specific enough that it narrows down the viewing pool (for example, “indoor swimming pools” rather than “swimming pools”) but still general enough that browsers will think to enter it into their search engine (honestly, unless they are professionals themselves they will not know to select a Culligan swimming pool).
For those having a tough time deciding on which keywords to get for the advertising should go over to the great tools that Google provides at their site. www.adwords.google.com.
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