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
-
Google Adwords traffic shows a different level to Google Trends
Hello I am doing some keyword research support for a client. The keywords that we are looking at Keyword A is 880 LMS and Keyword B is 2900 LMS through Google Adwords. When we look at Google Trends Keyword A is showing much high traffic than keyword B. Does anyone know why this is? Many thanks
Keyword Research | | mblsolutions0 -
In Need of Excel Formula to Manage Export from Adwords Keyword Tool
Hi All, I was wondering if anyone had an excel formula that they use to manage large amounts of data in spreadsheet exports from the Google Adwords Keyword Tool? Specifically, I am interested in something that establishes a solid corollary between a given keywords competition score and the amount of local/global monthly searches. Any suggested ideas or methods are very welcome. Thanks!
Keyword Research | | G2W0 -
Google Adwords - trying to understand the figures...
Whilst researching keywords I often find the global monthly search on google adwords tool differs, yet the local (UK) is the same (or vice versa) Example: ready mix concrete - global 90,500 & local 18,100 ready mixed concrete - global 60,500 & local 18,100 or forklift truck hire - global 18,100 & local 4,400
Keyword Research | | Gordon_Hall
forklift truck rental - global 22,200 & local 4,400 I'm making an assumption that for my local country, the phrases ready mix" and "ready mixed" are being treated the same, as are "hire" and "rental" but globally they are not. Am I correct? Of course, they could be two completely separate terms according to Google but coincidentally, have the same search volume. However, I find this happens quite regularly. Anybody shed any light?0 -
How do I do SEO for a client who is starting a website that is in a niche with very little to none search traffic?
I am helping a client do On-page optimization and link building. His website is rather like thoughtcatalog.com, where it is a collection of random articles, opinions and anecdotes with no fixed genre. He also has a section devoted to artsy pictures of women. To make things worse, I am in a country (singapore) where the population is small, and the search traffic for his kind of content is minuscule. I have trouble finding out good keywords for him to target and I am considering not undergoing any serious keyword targeting at all (because it will detract from the style of his content). I did a little competitor research, and most of the websites in such a genre do not seem to do any keyword targeting at all! In such a case, how do i continue to help him with SEO? should I abandon keyword research? What should i do to help him earn traffic?
Keyword Research | | Marcus_Wong0 -
My Bing stats seem wildly inaccurate. Any ideas?
One of my keywords shows "Not in the top 50" when it is clearly ranking number 1 on the SERP. I am not logged in, and I searched from outside my local area to eliminate geolocated results. Others show a rank of 7 (actually 4) and 48 (actually 20). Any ideas?
Keyword Research | | Cut2SizeMetals0 -
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 -
Do you use broad match or exact match on Adwords Keyword Tool when doing keyword research?
I wasn't sure whether to classify this as a discussion or a question. I'd love "the right answer" but I'm not sure if we're going to get one... Let's try. When you use the Adwords Keyword Tool for doing keyword research, do you use the numbers from "broad match" or "exact match" when comparing relative search volume of keywords? (And yes, I know the numbers need to be taken with a grain of salt, but when it comes down to it, you're using the numbers to compare and come to conclusions regarding the best keyword to use - so which match type gives you the data you're looking for?) To be a little more specific - when you select "exact match" for, let's say the keyword "baking supplies", is that telling you how many people searched for that phrase within quotes <"baking supplies">, or how many people searched for only <baking supplies="">, as opposed to that word within a phrase <baking supplies="" stores="">or with the words reversed <supplies baking="">?</supplies></baking></baking> Based on some keyword research we had done a year ago where any phrase reversals like <water bottles="">and <bottles water="">were coming out with the exact same numbers, even when it wasn't so intuitive that there would be the same search volume, we came to the conclusion - with the tentative suggestion of the SEOMoz staff on the old Q & A - that broad match would include all instances of the keywords in reverse order, so if you wanted to know how many people were searching for <water bottles="">only, you needed to use exact match. </water></bottles></water> That's what we did for about a year (I also think I saw Rand mention that somewhere in a presentation slide recently, although I could be mistaken and I don't recall exactly where it was to check it up) and then based on a recent forum discussion I had where someone was questioning that premise, I did another check with two KW reversals and while <water bottles="">and <bottles water="">still give the same number, <baking supplies="">and <supplies baking="">do not. </supplies></baking></bottles></water> So I'm left with a big question here as to what the best policy is. Google Adwords Help is very vague on what the match type means in the tool (it seems to be talking about only your settings for your campaigns). So - any input after this long saga? Thanks!
Keyword Research | | debi_zyx0 -
How to get started with Keyword research
I am planning on a new self help site in German language. I almost died from a skin disease and had to learn how to heal myself. I now I teach that to anybody interested. I am tech savvy but internet marketing is new to me and I need some practical help in how to research my market niche and the best keywords. Thank you for your help, Guido
Keyword Research | | Guidowalter0