A very Simple, Step by Step, Roadmap to Google adwords Success.

Features Provided by Google to Achieve your desired CTR

(1) Exact Match
(2) Phrase Match
(3) Broad Match
(4) Negative Keywords

Exact Match: To designate your keywords for exact match, put them in brackets. For example, (niche markets). So your ad will only show if "niche markets", without the quotes, is searched for. It won't show up for market niche. This is a highly targeted way of getting visitors to your site. Unfortunately, you will get very few impressions using the exact match feature. Though your CTR may be high.

How to use it

Use exact match feature when you are bidding on competitive keywords. Because of the low number of impressions exact match generates, not many advertisers maybe using it. So experiment and at the same time try to lower your cost per click (CPC).

Phrase Match: To designate your keywords for phase match include them in quotes. For example "niche markets". Your ad will appear when these words are searched for at the search engine.Also when words are added to those. Example, "building niche markets" or "niche markets discovery". The main keywords will always appear in the other which you set it. That is, niche markets and not market niche. Your ads will not appear for "niche successful markets". The phrase match generates many impressions. Though not as targeted as the exact match, it more targeted than the broad match option.

How to use it.

This is the feature you will most likely be using often . Build a good keyword list. In the niche market example, you will not appear for niche marketers or niche marketing so include these and others in your keyword list.
One important feature you should use with your phrase match option is the negative keyword. This is explained below. Negative keywords help to make your keywords more targetted by allowing Google not to add them to your main keywords.

When you designate a keyword as negative, Google will not add it when you are using phrase or broad match. If not, Negative keywords could make your keywords to have different meaning than what you intended. For example, a word like free. If you are not offering anything for free and free is added to your main keywords, then clicks to your site might be wasted and costing you money. So designating the word free as a negative keyword will make Google not to add it to your keywords

Broad Match: Broad match is the default setting for Googleadwords and your ad is automatically shown for expanded match, plurals and other variations. So be sure to remember to change it when starting a campaign. Choosing the broad match feature allows Google to add other words to your main keywords. This makes this feature to be the least targeted. It produces the most impressions and probably the most CTR. But due to its non-targeted nature, could produce very low conversions or ROI. Using the "niche markets" example in broad match, you could have your ads displayed for searches on "locating niche markets", "niche markets ideas, "succeeding in marketing niches" etc. your keywords will come out in many variations in plurals.

How to use it.

To have an appreciable success in using broad match, you need:
(1) To build three and four keyword phrases. This limits the number of words Google adds to your keywords phrases.
(2) Build a good and extensive negative keyword list.
(3) Use the Google keywords suggestion tool. It will show you words that will appear with your keywords. That is expanded matches.

Negative Keywords: This feature is used to eliminate words that could be added to your main keywords. For example, the word free. Just add a minus in front of the word ( -free ) to make it negative, this word will not be added to your keywords. Example, if your keywords are "niche ideas". Your ads will not show for "free niche ideas".
It is extremely important to use this feature so as to eliminate unwanted keywords, unwanted meanings and untargeted keyword phrases.

This is also important when you are dealing with children's products. You will need to eliminate porn words so that your money is not wasted. Imagine a user searching for adult content and clicking to your site. Use of negative keywords is an additional way of making your keywords more targeted when you are using the phrase match or broad match options.
One tool you can use to search out negative keywords is at http://www.ebooksdeal.com/cgi-bin/keywordtool/keywordtool.cgi.

How to build a good campaign structure:

A good campaign structure saves you loads of time and contributes immensely to a successful adwords campaign.

Campaign 1 Campaign 2 Campaign 3

Adgroup 1 Adgroup 2 Adgroup 3

Ads 1 Ads 2 Ads 3 Ads 4
Keywords keywords keywords keywords.

Google adwords gives you the flexibility to test your ads as much as you want. You can delete ads that are not giving you the right CPC,CTR or ROI. Create more ads to take the place of the deleted ads. Test as many ads as you like until you attain your desired CTR or CPC.
But you can only do this if your campaign is properly structured and set out well from the start.
You need to know what ads and in what adgroup(s), associated with what keywords, are giving you the required results. And those that are not. So that you can quickly delete the unwanted ads. On this basis you can set out your campaign structure as indicated above. For example, explaining campaign 1.

Start testing your large keyword list by distributing them among the different adgroups. Group keywords that are:
1. closely related in one adgroup.
2. group keywords that are highly competitive in another adgroup.
3. group keywords that are not competitive.
4. group keywords that are in plural
5. group keywords with misspelled words etc.

If you have different kinds of products with different keywords, create one adgroup for each product. This allows you to create ads specific to keywords for each product . so that you don't have general ads which apply to all your keywords.

The general idea is to group your keywords as you like them so that you can easily identify which ones are producing the required results.

For each adgroup you can now create different ads. For manageability , 2 or 3 ads per adgroup is okay. I use two ads per adgroup. You can use the same set of keywords you have allocated per adgroup for ads 1, 2, 3. the only difference in the ads will be the title and description. At the ads level you can change any ad that is performing below expectation. delete and write new ads. If it is the keywords that are performing badly, delete that adgroup and create another. However, do not get into the habit of creating and deleting adgoups.

If you test and track your results properly at the ads level you will not need to replace any adgroup after deleting it. Your result would have shown you that the keywords for that adgroup are not profitable and need not be used again. You then research new obscure keywords that you can use.

Note: If you use the same keywords for more than one adgroup only one adgroup will be shown at any point in time. Also Google optimizes ads on an adgroup basis not on keywords basis. Better performing ads gets shown more often. For example,

Keyword : "high heel shoes"
Ad #1 15% CTR
AD #2 5% CTR

When high heel shoes is searched on ad #1 shows more often than ad #2.

Keyword: "low heel shoes"
Ad #1 10% CTR
Ad #2 20% CTR

When low heel shoes is searched on ad #2 shows more often than ad #1.

However, you can choose to remove the optimization feature so that you can test all your ads equally.

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