Idea #2 in Jon Smith’s book Be #1 on Google is to go “niche”
Have you ever heard this before? “No matter which search term I choose, my competitor is always number 1” What can I do?
In Jon’s example he explains the difference between targeting “toys” vs. “wooden toys” – I urge you to purchase his books to read more.
By niche targeting, Jon was able to get more traffic and increased his sales because he was attracting the right customers. His conversion ratios went up.
Exercise: In your opinion, right now, what are the top three keywords you think are most important to your site? Got em? Forget them for now. Jon recommends creating a list of 10 keywords that are the next most important. These are your niche keywords. I typically create a list of 10-20 keywords and use that as my starting point.
Utilizing niche keywords has been a key element of everything I do online.
Grab Jon’s books and read more on his remaining 50 ideas to put you at the top of Google. Look for idea #3 tomorrow.
See idea #1 – Be #1 On Google
This was a recent question submitted by a reader:
Q: Will Google split the non-hyphenated keywords in domain name?
A: Yes, Google was actually one of the first search engines to do this. Now Bing and Yahoo also have the ability recognize separate keywords in a non-hyphenated domain name.
With that being said, I still purchase numerous hyphenated domains each year for various reasons:
- A hyphenated domain is great for display URLs and pay per click advertising.
- A hyphenated domain can rank just as well as a non hyphenated domain name. (The major consideration is whether or not you are targeting search traffic or type-in traffic.)
- Hyphenated domains are easier to read and can give you an extra advertising line when used as your display URL in your PPC advertising
This evening, I heard a story about a successful local business that got burned using Google Adwords. How did they get burned? They apparently had their account set to autopay and were using keywords that broad matched to a newly released movie. They burned through $18,000 over one weekend.
Can you imagine this poor guy coming into the office on Monday morning expecting to find some new orders or leads, opening up his Google Adwords account only to find he spent 18k in company money for movie clicks? While this story may sound extreme or remote, it’s not. Many Adword nubes loose money because they don’t understand some of the basic principles of keyword matching.
Personally, I’ve never been a fan of putting campaigns or accounts on autopilot. We spend a substantial amount of money each month on Adwords advertising, but I still look at accounts each morning and fund them accordingly.
Are you new to Google Adwords? Don’t get burned because you don’t understand how Google matches your keywords. Start off modestly funding your account until you are confident you know what you are doing. Watch your accounts over 30-60 days and make sure your keyword campaigns are stable.
Today, there are many Google Adwords marketers that can help get you over the learning hump or even review your keyword campaigns to make sure you are set up correctly. Don’t be another Google Adwords headline. If you need help with your Adwords account, get it. The price of getting professional help will be worth it in the long run.
Conventional wisdom with most of the PPC gurus and even the major search engines is to delete or pause keywords that are not performing. Typically, I will pause keywords, adgroups, or campaigns that are not generating conversions.
The other day I discovered something interesting that yielded the same result in both Google and Yahoo.
After scanning my Google and Yahoo accounts for keywords with zero to 99,999 impressions, zero assists, and zero conversions over the previous 30 day period, I paused those keywords which resulted in approximately 50,000 keywords getting paused.
In theory, pausing or deleting keywords that are not performing at all should not have any negative affect on your campaigns, budget, or conversions.
After pausing non performing keywords, both my Google Adwords and Yahoo PPC accounts started to perform oddly. My conversions dropped and my CPA average went up by $1.50. After discovering the odd performance with both accounts I started un-pausing some of my adgroups and keywords.
This tells me there is some type of connection between account performace, impressions, and possible keyword counts.
Again, conventional wisdom is to apply the 80/20 rule. I’m going to do some more experimenting with pausing / un-pausing keywords that don’t perform and try to measure the effect it has on account performance.
Are you a PPC guru? Have you encountered something similar? I currently manage about 1,000,000 keywords and would appreciate any feedback you might have for our visitors.