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SEO Tips: Adwords / Keywords
Location targeting

A setting that helps you show your ads to customers in a selected geographic location.

  • For each ad campaign, you can select locations where your ad can be shown. Then, location targeting allows your ads to appear for people in those locations.
  • You can choose locations such as entire countries, areas within a country like cities or territories, or even a radius around a location. AdWords may also suggest related locations that you can choose to target.
  • Location targeting helps you focus your advertising on the areas where you'll find the right customers, and hopefully helps you increase your profits as a result. We suggest that you choose the region where your customers live and where your business can serve them.

Link to a Landing Page:

Link into the exact page of your site you want visitors to see and not to your home page. By channeling all your traffic through the home page you may be telling a person that you do not care about them, and making it harder for them to convert into a sale. You may even consider adding a special page to your site that is made exclusively for that pay per click program. By linking directly into it from the ads you make it very easy to track ROI.

Exact match will only show for search results where the user searched specifically for your keyword phrase, and only your keyword phrase.
Phrase match will show when your exact phrase appears anywhere within the search query with the words in the same order.
Google and Overture will sometimes show broad match ads when people search for synonyms of your keywords. If your keywords appear in the search in any order your ads will display.
If you are new to pay per click you may want to use exact match until you get a feel for pay per click advertising.

Why Lower Ads Often have Better ROI:

The lower ads have a lower bid price. That can help save money if the top placed ads are overpriced. Another great benefit of having a lower ad is that a user that clicks on one is more prequalified to make a purchase. By scrolling through a bunch of ads they have displayed a greater intent to make a purchase. These two mathematical facts often mean that listing at 5 or 6 often provides a better ROI than listing at the top. You will need to determine the profit elasticity for your market to see what ad locations will return the highest overall profits.

Lowering Click Price after Bidding:

After you get 10 or 20 clicks and have a decent click through rate you may want to slash your bids in half or by 2/3. Often it is best to start off with your ad around the #1 or #2 positions to collect feedback and then let it fall back after you drop ad price.

Bid on Competitors Names:

Trademark laws still have not been firmly set in this field. Google allows US and Canadian advertisers to bid on trademark names of their competitors. The competitors trademark names may not appear in the ad, but they can be used as the ad trigger word.

What are Keywords?

Keywords are phrases you want your website to be found under. Often corporate climates force people to refer to things using special phrases. Keywords are not about what you call your stuff. Keywords are what you think Joe average surfer (or your prospective site visitors) may type in a search box.

Meta Description Tag:

The meta description tag has varying levels of relevancy in different search engines. Many search engines still support it and display it in their page description snippets in their search results.

This tag should be between a sentence to a paragraph and not visually appear keyword stuffed. The sentences should read well to the human eye since this tag is still used in many search results pages.