A couple of days ago I talked about the importance of selecting targeted keywords for your Adwords campaign. It is essential that you select 2-3 word phrases of what people actually type in the search engines.
Using key phrases with four or more words could actually do more damage than help you. However, if you start with a few key concepts and build on or look at what’s available from your web analytics, you might be able to match what your top competition is doing and make some money from Adwords.
When selecting keywords, there are long tail and big head keywords. A big head keyword is the opposite of long tail. It’s a basic keyword and when most novices first begin an Adwords campaign, they utilize big head keywords. That’s a no-no. Big head keywords are not specific enough for a successful Adwords campaign. They are usually high volume; high competition and they cost a lot.
An example of a big head keyword is the word movie. What you want to do is break that word ‘movie’ down into specific types of movies. Such as ‘how to find movies starring young girls,’—this key phrase would be specific, and have very lots of competition. You want to take this key phrase and ‘drill down,’ that is, keep building and relating more and more words and phrases to it. The more keywords you can derive from this key phrase, the better off you will be. Even though big head keywords don’t convert as well as long tail ones, they still cause you to think of other possible search terms for your Adwords campaign.
Long tail keywords have low competition, are more specific than big head keywords and have awesome conversion rates. Actually, in your keyword analysis, you want both types of keywords—this shows your searchers that you have what they are looking for.
Big head keywords are the beginning or the core of your keyword development. It’s like having a core concept that you can add to. For example, a core concept could be: ‘action movie.’ The synonym would be ‘feature movie.’ A more drill down approach would give you ‘family movies,’ ‘recent movies,’ or ‘female movies.’
It’s like playing a word game, see how many words you can get to relate to your core concept, and you have the beginning of a great list of keywords. You will also develop a great list of key phrases in which to bid on in Adwords.
Use the keyword search string tool that Adwords provides. This will allow you to hone in on those keywords that will give you a high placement. The more successful your keywords are, the higher your click thru rate (CTR) will be and the less you will pay per click. If you work continuously on refining your keywords drilling down from big head keywords to long tail, you will make lots of money with Adwords.
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