subject: How to sell more at lower costs on Google AdWords [print this page] Without adequate care, you can end up spending too much on Google AdWords and not get anything in return. However, your conversion rate can greatly be improved by effecting a few little changes.
A lot of people incur lots of expenses on their Google AdWords because of the wrong settings they employ in their campaigns.
Achieve better conversion with Long Tail Keywords - You can find many of them
Detailed studies have revealed that long tail keywords achieve quite high conversion rates when compared with single word keywords. Long tail keywords refer to specific keywords consisting of 4 words or more.
The result of a recent Hitwise study shows that over 18% of searches have 5 keywords or more. Google also confirms that 20% of the queries they receive on a daily basis are ones that haven't been tried in at least 3 months (90 days), and sometimes turn out to be first time keywords.
Using wrong Long Tail Keywords will cost you money
It may be a great idea to employ broad match for every keyword you use. Including all possible keywords manually in your campaigns is something that cannot be done and so, Google recommends that you employ broad match with your keywords.
Broad match is an excellent way to take advantage of those unanticipated but relevant keywords. When you incorporate a keyword as a broad match, your ad that follows will be qualified to appear next to queries with that precise spelling, in addition, it is also capable of capturing keyword expansions which include synonyms, applicable variation of your keywords, singular/plural forms, as well as phrases that contain your keywords.
However, it may not be as easy as it sounds, if you employ a broad match for every keyword of yours, it means your ads will be displayed for many irrelevant searches, and you will spend much money without having anything to show for it. For instance, the word "union" would be employed in carrying out searches about unions equipment, marriage union, trade union etc.
Because of this, it is necessary not to include the long tail keywords that are not relevant to your website.
Conversion Rate Increases with the Use of Negative Keywords
You can use negative keywords (as it is referred) in your Google AdWords campaigns. If one of your negative keywords is contained in a long tail keyword, your AdWords ads would not be displayed.
For instance, a case where you enter "-free" as a negative keyword, you won't have your AdWord ad displayed when someone carries out a search for free things. The use of negative keywords is excellent for excluding web visitors searching for only free items.
You can employ a negative keyword when displaying the ad for a particular target group or audience.
When any of your keywords has two or more meanings as seen in the case of "union", given above, a great way to exclude searches that are not related is to add negative keywords.
Broad match is a good way to garner more clients; however, you need to use this option with care. When you employ broad match with your keywords, remember to use negative keywords to avoid paying for needless traffic.
