No idea where to start with Adwords
-
I'm setting up a PPC campaign for a real estate agency in Dallas that focuses on luxury high rise condos and homes. I have no idea where to start on setting up an Adwords campaign.. I'm a keyword research newbie and I'm not sure what tools to use or how to perform this art.. other than the Adwords keyword tool and the keyword difficulty tool here.
I'm confused on using terms with [exact] or "broad" - I'm not sure which to use or what would produce the best results... Can anyone please help point me in the right direction?
-
I started out thinking I could learn Google Adwords and save mny company some money, plus increase exposure.
After hours of study it seemed the more I learned the more I realised how complex and Involved Adwords became.
Almost a science.
I then started a trial with WORDSTREAM and finally handed over the whole spend to one of their case managers.
I am on my first month and I think the suspense is worse than the study...will keep you informed.
-
Brian, I am the KING of Google Adwords. Follow DesignBigger's advice. And don't forget to use negative keywords. If you need help, contact me or any certified Google Adwords specialist.
If you do things right, in the long term, you can possibly get around a 24% conversion rate like I do for one of my clients.
-
If you just started up your campaign, Google should have emailed you saying you can contact them for help setting up the campaign. Take them up on this. They offer 30 days of coaching as well. That way you can learn from them without wasting a lot of money. I have been running campaigns for a couple of years and took Google up on their coaching offer on a new campaign I was setting up. It allowed me to ask them questions and to make sure I was doing everything I could to get a high CTR.
Hope this helps!
-
Commonly searched phrases is just the beginning for PPC research. Difficulty and competition are measured on two completely different scales in regards to ranking. For paid search you can also targeted competitor brands and brand names when with SEO this is a much harder task.
You can also include the use of negative keywords. Although something like SEO maybe very high difficulty, with the proper negative keywords you can still get legitimate - cost effective traffic.
For as many similarities that paid and organic have there are just as many differences.
-
Most-searched for keywords will also typically be the most competitive.
Competition = higher CPC and lower CTR. So, you're spending a LOT of money on keywords that have a low chance of getting a click (when they do, it's an expensive one at that), and is likely to be early in the buying cycle (less chance of a conversion).
For example, "real estate" would not be a desirable keyword. If you're selling luxury apartments, what percentage of people who search for this are looking for what you're selling? If you were to bid on this, you're going to pay big for it and see no real conversions from it.
However, "luxury condos in highland park" with a geo-focus on that area will not get a ton of clicks, but the conversion rate will be extremely good on a well-written and optimized landing page. Not to mention, the clicks will be cheap; probably 10% or less than "real estate". Although that keyword is one that wouldn't even show in the AdWords Keyword Tool, but is highly relevant to someone looking for what you're selling.
It's these sort of things that can't be taught easily, but that come from experience and independent research.
-
Keyword research for on-site SEO and adwords is totally different? How so? Would you not focus on keywords and key phrases that tend to be searched for the most?
-
Exactly.
I have many, many people asking similar questions in my circle. It's far more expansive than most folks realize. Plus, there is a lot about the way AdWords works that simply reading a book or online resource can't cover. Every account/budget/competition/industry is different and needs to be treated as such.
-
Keep in mind there is far more at play with Adwords than just simple keyword research. There is everything form account management, conversion tracking, to landing page optimization. Then in each one of those large categories there are sub-categories like account structure, ad scheduling, ad rotation, delivery, and networks.
I seriously suggestion reading over the fundamentals guide on adwords help center. Also don't confuse keyword research for SEO and PPC. Two totally different beasts.
Good Luck!
- Kyle
-
The AdWords Help Center linked in the previous answer (note: this is NOT the SEO guide you're referring to) will answer this questions in detail and outline use cases for each one. I do implore you to read it. It'll also guide you in keyword research.
-
It sounds like you are just getting started. So the best place to begin is with a basic book.
I would get a copy of Brad Geddes' "Advanced Google Adwords" book and start reading. There are other books and free info on the web that are also helpful. At the same time I would open an Adwords account and start experimenting. You probably know a few of the queries. Write ads for them and get started.
Experience and experiments are a very important part of learning
Calling the real estate agency and asking what words people use when asking about this type of property can be very helpful. Ask them what they believe are the most valuable search queries to be visible are. Visit online listings and competitor websites to see how they are described.
It is essential for you to learn the language of the business.
Sometimes the person who answers the incoming calls at a business has a better idea about the language customers use than an experienced SEO. Don't be afraid to ask them.
-
Thanks for the reply.. I respect your opinon, but I would like to learn to perform keyword research on my own and setting up Adword campaigns as well. I have read the beginners guide to SEO but I'm looking for a push in the right direction for keyword research and how to set up an adwords campaign with your keywords.
The [exact] and "broad" terms have me confused as what to use for key phrases.. Also how many key words/phrases should one use per campaign? Once again, any help would be appreciated.
-
If you're hear asking this, don't try doing this on your own. You'll get reamed in the worst possible way on real estate terms.
I'd highly suggest starting in the official AdWords Help Center and study the AdWords certification material. That'll get you a good working knowledge.
But, seriously, you're going to be far more cost effective to find a local (this is important since you're a localized business) Google AdWords Certified Company. What you "save" on management fees you'll spend 5x over on the first time you make a mistake on the way you set up bidding or daily budgets. I'm not trying to dissuade you from learning AdWords, just trying to get you to understand the potential money sink it can be.
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
I want to Start a site on pakistani Niche, How to pick keyword?
Hey Guys I want to start a site, just Like Packages Lab (Pakistani Site), this site cover article which has searchers only in Pakistan Like Check this article : https://packageslab.com/jazz-internet-packages/ In this article the owner covered different Keywords such Jazz Daily Internet Packages, Jazz Weekly Internet Packages and many more, The question is that how he knows to cover all these keywords in just one article why not he writing a separate article because Jazz Daily internet packages, Jazz Weekly Internet packages have a lot of searches according to Keyword everywhere extension. Can someone explain this, because I also want to start a site?
Keyword Research | | ndjiur760 -
Google changes my title in search results randomly, any idea why?
hi all, i recently noticed google changing the title tag of one of my pages in search results for certain keywords... I've done a bit of a search and see its not uncommon, however from what i can tell they usually change the title if it is too long, or they seem to change the branding location etc... In my case they are litterally adding key words to it... Example - See Image 1 - This is my main keyword - the title displays correctly See Image 2 - Another keyword - see how google has added "irrelevant" keywords to the title Any ideas why this happens? fr0PIK7.jpg sv6zWOu.jpg
Keyword Research | | isntworkdull0 -
Where to start with keyword research for a telecom company?
Hey, I'm a brand's person with no SEO experience, yet I'm in a position where I have to carry out an SEO audit of our telecom company's website. Though our website is up and running for some years now, nobody bothered to undertake keyword research. From the little I've read over months on SEOmoz, I've just done the following: took out keywords bringing organic traffic on to our website and checked our rankings for those keywords on major search engines. My observation is that most of these words are long-tail keywords. Since we only have product/service information related to our offerings, most of the head terms we've used for packages/offers/services pages are branded keywords. My understanding is that we need to rank top for our branded keywords (a must) and try to rank as high as possible for long tail. In addition, we can use those keywords in our copy so that the right page ranks top for the respective keyword. Am I missing anything here? What else do I need to do?
Keyword Research | | HasanPK0 -
High AdWords Cost with Low Traffic
I'm seeing a lot of keywords with very little traffic but high, sometimes very high cost per click in AdWords. Can someone explain to me why this is common? I'm researching buying keywords. With the low traffic they seem like little value but when I see people $20 a click it seems like high converting and thus maybe worth going after. But the high cost is just not making any sense to me for many of these keywords. Thanks.
Keyword Research | | RustyF0 -
Google Adwords or Wordtracker?
I have been using Google Adwords tool for keyword research until today when I signed up for 7 day trial of Wordtracker. To my astonishment the results were different with a huge margin for most of my keywords. Which of these should I trust more? Do you suggest any other tool which is better than these both and is free or affordable?
Keyword Research | | KS__0 -
Why is Adwords Keyword Tool showing zero search volume for popular keywords?
When I try to ascertain search volume for the the words "pills" "drugs" and "medicine" it is showing "-" for all types of search volume, including phrase, exact, and broad. Why is this?
Keyword Research | | nicole.healthline0 -
Why does Google adwords tool shows different search volume
I am not able to undertand the difference in search volume for same keyword under different heading. Let me make it clear. When i enter "Drupal Developement" in adwords tool, at the top, it shows Search term (1) Keyword Global monthly searches drupal development 390 Just below, it shows, Keyword ideas (100) Keyword Global monthly searches drupal development 40,500 I have selected the location U.S. My question is there is a huge difference in 390 and 40,500. Which is correct ?
Keyword Research | | seoug_20050