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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 unprofitable Adwords campaign can result in a great amount of money thrown away into advertising all because the ads did not attract serious traffic but attracted surfers that were “just looking” and whiling away the hours clicking on the ‘Sponsored Ads”
What these people often do not know is that it is not necessarily luck or careful research that determine whether a keyword will be successful.
Of course taking a look at the database of a search engine will reveal the keywords that attracted the most business in a given time period; but the keywords are going to produce tons of results pages because they are popular. Internet searchers aren’t going to look past 5 or 10 pages. So anything beyond that point is not going to be seen.
Plainly an advertisement should set its sites on being on those first pages to be sure of success, but how is that connected to the keywords? To be sure that an ad is within the top sponsored links (those 1st 5-10 pages) an advertiser will have to have one of the top bids for that keyword.
It follows that they will have to pay more each time their ad is clicked than other advertisers are paying on the other 99 or so pages if they desire to have their ad show up on the first page.
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.
If you want your ads to be successful than the keywords need to be successful also.
An optimal keyword should be narrow enough so that it can narrow the field down (like “little league football” rather than “football”) but you also want it to be broad enough that someone would actually search for it.
If you are having trouble choosing your keywords for your ads, go and visit some of the terrific tools that Google makes available for the adwords customers. www.adwords.google.com.
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