Rich Bruns Guide℠ & Coaching for Google™ Search Ads

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New Search Keywords Strategies

Google stopped running ads for SOME --NOT ALL-- SPECIFIC SEARCH WORDS that few people put into Google search. Google makes more money with higher Cost Per Click when more advertisers compete for search keywords.

  • This newsletter shows how to identify SPECIFIC SEARCH WORDS that Google still runs ads for with the least work.

  • You pay Google less and get more Clicks when you build Ad Groups for SPECIFIC SEARCH KEYWORDS.

  • SPECIFIC SEARCH WORDS have a lower Cost Per Click, because there are fewer competing advertisers.

  • Ad Groups for SPECIFIC SEARCH WORDS show people the specialty services and products that they're looking for.

See Separate Strategies for the Following:

  • Service Professionals (Chiropractors, Plumbers .. )

  • Product Businesses.

  • BROAD MATCH MODIFIED KEYWORDS

Search Keywords Strategy for Service Professionals

Google stopped running ads for SOME--NOT ALL--SPECIFIC SEARCH WORDS such as CHIROPRACTOR BACK PAIN.

  • Sometimes Google runs ads. Sometimes they don't.

  • The only way you can tell is to look at the IMPRESSIONS column for the last 30 days after you run ads.

Here's a simple way to run ads immediately, while finding out which SPECIFIC SEARCH WORDS that Google runs ads for.

  • First, build one Ad Group for your professional service, such as CHIROPRACTORS.

  • Then build a second Ad Group for CHIROPRACTORS NEAR ME.

  • Let those two Ad Groups run for 30 days (or more)

  • Then select YOUR CAMPAIGN, then Click KEYWORDS, then Click SEARCH TERMS

    • To see a list of the search words

    • That people actually put into Search

    • And that Google actually ran ads for in the last 30 days (or more).

  • Now you know which Ad Groups to build next for the keywords without wasting time. For example:

    • CHIROPRACTOR SEARCHWORD1

    • CHIROPRACTOR SEARCHWORD2

    • CHIROPRACTOR SEARCHWORD3

  • Bid the Ad Groups CHIROPRACTOR SEARCHWORD

    • Higher than Ad Groups CHIROPRACTORS and CHIROPRACTORS NEAR ME.

    • Otherwise Google will run the general ad inside the CHIROPRACTOR Ad Group.

    • You pay less for the more SPECIFIC SEARCHWORD Ad Groups, because fewer competitors run ads for the more specific keywords

    • And your customer sees your ad promoting your specialty service

    • While the other competing ads that they see aren't specific for the service that they're looking for.

Search Keywords Strategy for Product Ads

Google stopped running ads for SOME--NOT ALL--SPECIFIC PRODUCT MODEL NUMBERS that people search for rarely.

  • First, build an Ad Group for MANUFACTURER PRODUCT-TYPE for exampleSAMSUNG MONITORS

  • Put the Keywords "samsung monitor" and [samsung monitor] into that Ad Group

  • Write these words into ad copy

    • Samsung Monitors into Headline 1 of the ad.

    • Why buying your products is better than competitors in Headline 2

    • We Sell Most Models including --state most important model numbers --in Description 1

    • Ad Clicks to your Web page that lists all your Samsung model number links.

  • Run this Ad Group for 30 days (or more)

  • Look at YOUR CAMPAIGN > KEYWORDS > SEARCH TERMS

    • To see the Model Numbers

    • That people actually put into search

    • And that Google actually ran ads for that included the words SAMSUNG MONITORS plus a Model Number.

  • Build an Ad Group for SAMSUNG MODEL-NUMBER with the ad linking to your specific model Web page

  • Bid the SAMSUNG MODEL-NUMBER Ad Group

    • Higher than Ad Group SAMSUNG MONITORS.

    • Otherwise Google will run the general SAMSUNG MONITORS ad.

    • You'll pay less because few competitors run specific ads for your model number

    • And customers see your ad promoting your specific model number

    • While competing ads are not specific to your model number which they are looking for.

Google no longer allows BROAD MATCH MODIFIED KEYWORDS +searchword1 +searchword2

  • Google will continue to run your existing BROAD MATCH MODIFIED KEYWORDS,

  • But will soon convert them to PHRASE MATCH.

  • For your new Ad Groups,

    • Enter the PHRASE MATCH KEYWORDS "searchword1 searchword2"

    • Plus the EXACT MATCH KEYWORDS [searchword1 searchword2].-- as you did before.

  • Do Not enter BROAD MATCH KEYWORDS searchword1 searchword2 with no punctuation.

SUMMARY

  • You pay a lower Cost Per Click when you run Ad Groups with SPECIFIC SEARCH KEYWORDS.

  • You get more Clicks because your ads show people the specific product or service that they're looking for.

Learn More at www.RichBruns.com