Ad Creator Worksheet
Ajay Ahuja started his online business in October 2003 with absolutely no technical knowledge and has experienced online sales of over GBP 2m amassed from just a computer, a broadband connection and a bit of spare time. Ajay knows the sites and software that will save you your precious time and money and - used right - make you a tidy stream of cash.
Ad creator worksheet
So for my product I have to come up with phrases that match each type of ad for each type of customer. I use the worksheet below to throw in suitable phrases or words that might be used in my ad. At this point I do not worry about the character restrictions set by Google. This is just a worksheet where I put my ideas down.
Customer category |
Core motive |
Personality |
Trigger |
Compulsion |
Pain of potential customer |
Pleasure to be gained by customer |
Owner |
To increase profit |
Formal |
Seven easy steps to increase profit. |
Find out how I reduced my marketing budget by 72%. |
Profit decreasing? |
Maximise profit easily, tactics, strategic, entrepreneur, businessman. |
|
Informal |
Tricks of the trade exposed. |
Non-technical guy shows you how. |
Cash going down the drain? |
Easy, simple tricks, tips. |
|
Part owner |
To increase sales |
Formal |
Seven easy steps to increase sales. |
Read how I made it work for me. |
Not meeting turnover targets? |
Get qualified leads, genuine customers. |
|
Informal |
Super charge sales in seven days. |
Secrets revealed. |
Sales taking a nosedive? |
Hungry customers knocking down your door. |
|
Part-timer |
To reduce costs |
Formal |
Seven easy steps to decrease costs. |
Save money, reduce budgets. |
Costreduction, overhead reduction. |
Save up to 73% on AdWord costs. |
|
Informal |
I will reveal to you. |
Save money within 30 mins. |
Wasting too much cash? |
Slash your AdWord costs in half. |
|
In the industry |
To increase knowledge level |
Formal |
Seven easy steps to increase knowledge. |
Educate, understand, professor, expert, teachings, latest papers research. |
Not enough clients? |
Structured course making you the expert. |
To increase knowledge level |
Informal |
Master, learn, wise up, crack the system, beat the system, become a Google pro. |
Help your clients. One day course. |
Adwords driving you mad? |
Next level above Perry Marshall’s book. |
Just let your mind run free. It’s a landing ground for any idea, phrase or word you have no matter how stupid it sounds. Sometimes the more stupid it is the more noticeable it is to the potential customer!
Once you’ve got all your ideas down I suggest you print it out. You will need to refer to this when constructing your ad so instead of scrolling up and down it’s best to have this print out in front of your computer screen when drafting your ads.
You can use this worksheet below to help you. You can find it at:
3 Ad Creator (Worksheet 3) |
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Customer category |
Core motive |
Personality |
Trigger |
Compulsion |
Pain of potentialcustomer |
Pleasure to be gained by customer |
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Write ad
I would say this is the hardest part of the exercise. It takes a lot of patience and creativity to come up with ads that attract attention. You need to have your Ad Creator Worksheet in front of you, a nice cup of tea and your creativity cap firmly on!
Here’s what I came up with.
Customer category |
Core motive |
Personality |
Ad Type |
Ad 1 |
Ad 2 |
Ad 3 |
Owner |
To increase profit |
Formal |
Trigger compulsion |
Straight talking businessman |
Non-Technical Guy |
My profits increased by 968%> in 29 days |
Pain pleasure |
ROI plummeting? |
ROI less than 10%? |
Profits decreasing? |
|||
Informal |
Trigger compulsion |
AdWords exposed |
Multi-millionaire |
We’ve cracked it |
||
Pain pleasure |
Fed up being poor? |
Wasting cash daily? |
Great site - no visitors? |
|||
Part Owner |
To increase sales |
Formal |
Trigger compulsion |
Straight talking sales guy |
Non-technical sales guy |
968% in 29 days |
Pain pleasure |
Sales plummeting? |
Conversion rates less than 10%? |
Sales decreasing? |
|||
Informal |
Trigger compulsion |
AdWords exposed |
Multi-millionaire |
We’ve cracked it |
||
Pain pleasure |
Fed up being poor? |
Wasting cash daily? |
Great site - no visitors? |
|||
Part-timer |
To reduce costs |
Formal |
Trigger compulsion |
Straight talking businessman |
Non-technical guy |
My costs dropped by 68% in 29 days |
Plain pleasure |
Costs rocketing? |
Costs rocketing? |
Costs out of control? |
|||
Informal |
Trigger compulsion |
AdWords exposed |
Multi-millionaire |
We’ve cracked it |
||
Pain pleasure |
Fed up being poor? |
Wasting cash daily? |
Great site - no visitors? |
|||
In the industry |
To increase knowledge level |
Formal |
Trigger compulsion |
AdWords community |
AdWords forum |
PPC community |
Pain pleasure |
Lack knowledge? |
Can’t keep up? |
Can’t keep up? |
|||
Informal |
Trigger compulsion |
AdWords for the pro |
AdWords think tank |
AdWord experts club |
||
Pain pleasure |
Lack knowledge? |
Can’t keep up? |
Can’t keep up? |
Again I have ignored character restrictions set by Google, but I have tried to keep it brief. I will simply re-edit the ads once I’m in Google AdWords itself. Now I have followed the trigger compulsion and pain/pleasure methods quite religiously. This is because it works! So do not be tempted to deviate from this simply because you can’t be bothered. If you’ve hit a mental block then simply switch your computer off and then come back to it. There is no point in rushing through an ad. What will happen is that your ad simply won’t get clicked and your CTR will plummet.
I’ve tried to write as many different type of ads as possible, but you will notice similarities in my set of ads. The reason for this is it’s damned hard to come up with 48 individual looking ads! I think my set of ads are different enough to result in different click thru rates.
Important message
Some ads will work and some will not.
The ones that work we keep.
The ones that don’t we revise, completely re-write or delete.
This is dealt with in section 7, but it’s important to note now. It is good to write ads that are significantly different to see which ones work. Then you can start narrowing the difference over time according to which ones do work.
1 |
2 |
3 |
4 |
5 |
6 |
7 |
Know your customers |
Segregate customers |
Cater for personalities |
Cater for ad types |
Write ad |
Allocate search terms for each ad group |
Test, monitor and revise |
Allocate search terms for each ad group
For the ad to get clicked it has to appeal to the reader. If it’s written in a way that appeals to you because of the way you are and the search term is in the ad then bingo! You have a very good chance of being clicked. So if I was a formal business person fed up with paying a fortune to Google and I searched ‘AdWords profits’ and my ad was written in a formal trigger compulsion format like:
Profits decreasing?
Get real customers to
your
site by perfecting
AdWords
www.selfemployer.co.uk
they would see that every word they searched was in my ad. This is because Google display it in bold if it matches. This will direct the searcher to my ad. Then the searcher sees that I speak their language. There is mention of typical business terms like decreasing (instead of less) and profits (instead of sales or costs). The searcher will think that I have got what they want and speak their language.
Getting the keywords
So how do you get the keywords? It’s a two stage process.
- 1.You generate popular keywords and phrases that are often searched.
- 2.You add words from your ad (where possible) with the popular keywords and phrases.
To get the popular keywords and phrases surrounding a subject you simply find out, using generic terms, what is being searched. You do this by cheating! I know a site where you type in a search term and it will tell you how many times this search term and related search terms have been searched for in the previous month.
Visit: www.MassiveAndPassive.co.uk/get-keywords.html.
Type in a generic term surrounding your industry and you’ll get all the phrases that have been commonly searched. So in my example my industry is the pay per click industry. So common generic keywords will be:
PPC
AdWords
marketing
advertising.
This site generates 100 key phrases per term searched. The site came up with the following search terms and number of searches.
Keyword |
Search volume |
Keywords |
Search volume |
Keywords |
Search volume |
Keywords |
Search volume |
ppc |
1,959 |
google AdWords |
1,085 |
marketing |
33,159 |
advertising |
23,323 |
ppc campaign management |
693 |
AdWords |
946 |
internet marketing |
23,749 |
online advertising |
20,329 |
ppc search engine internet marketing |
653 |
AdWords bournemouth google |
272 |
email marketing |
15,546 |
advertising agency |
8,067 |
ppc search engine marketing |
535 |
advertising AdWords |
251 |
marketing jobs |
12,771 |
free advertising |
2,564 |
ppc management |
475 |
AdWords dorset google |
233 |
search engine marketing |
10,767 |
internet advertising |
2,210 |
ppa.org.uk ppc |
472 |
AdWords marketing |
190 |
web site marketing |
8,361 |
holiday advertising |
2,035 |
ppc program |
451 |
AdWords account |
188 |
online marketing |
4,062 |
advertising jobs |
1,665 |
ppc search engine |
450 |
advertising AdWords google |
188 |
direct marketing |
3,872 |
pay per click advertising |
1,627 |
ppc bid management |
424 |
AdWords analyzer |
184 |
internet marketing strategy |
3,244 |
marketing and advertising |
1,554 |
freeware ppc |
250 |
AdWords management |
158 |
network marketing |
2,841 |
banner advertising |
1,489 |
ppc appraisal |
166 |
adword AdWords google secret |
149 |
marketing strategy |
2,665 |
internet advertising promotion marketing |
1,147 |
ppc software |
136 |
AdWords google com |
148 |
marketing mix |
2,480 |
advertising campaign |
1,137 |
ppc search |
113 |
AdWords affiliate |
133 |
marketing agency |
2,285 |
advertising gift |
1,136 |
AdWords cash google ppc profits |
112 |
AdWords analyzer review |
133 |
affiliate marketing |
2,097 |
advertising consultant |
985 |
http avantgo.com ppc |
84 |
AdWords business google homebased |
130 |
email marketing leeds |
2,058 |
advertising agency newcastle |
916 |
ppc uk |
70 |
AdWords autopilot back by google guarantee guide money step step |
129 |
marketing consultant |
2,032 |
advertising agency in newcastle |
890 |
ppc marketing |
68 |
AdWords business homebased |
125 |
marketing plan |
1,962 |
advertising agency newcastle upon tyne |
886 |
ppc advertising |
61 |
AdWords blog |
124 |
internet marketing leeds |
1,935 |
advertising company in marketing newcastle pr |
885 |
click management pay per ppc |
57 |
google AdWords coupon |
122 |
marketing and advertising |
1,554 |
on line advertising |
811 |
free ppc software |
55 |
pay per click AdWords |
121 |
business marketing |
1,477 |
outdoor advertising |
744 |
ppc regulation |
53 |
google AdWords campaign |
120 |
internet marketing consultancy |
1,447 |
advertising company |
713 |
engine ppc review search |
52 |
google AdWords management |
118 |
sms marketing |
1,414 |
advertising maker model |
668 |
avantgo ppc |
49 |
AdWords definite google guide |
117 |
marketing company |
1,346 |
advertising agency uk |
614 |
ppc 2000 |
47 |
AdWords cash google ppc profits |
112 |
professional search engine marketing |
1,344 |
advertising agency e mail |
613 |
ppc download free |
47 |
AdWords definite guide |
112 |
managed search engine marketing |
1,332 |
web advertising |
606 |
ppc game |
45 |
AdWords cmd com google login main select |
102 |
sales and marketing |
1,213 |
advertising internet marketing plan |
601 |
ppc application |
43 |
AdWords cmd com google login main promo select sourceid |
87 |
marketing communication |
1,200 |
advertising slogan |
572 |
ppc campaign |
43 |
AdWords secret |
82 |
managed search engine marketing services |
1,167 |
business to business advertising |
564 |
engine marketing positioning ppc search |
40 |
AdWords click google pay per |
77 |
internet advertising promotion marketing |
1,147 |
advertising balloon |
553 |
ppc online |
40 |
google.com AdWords |
77 |
field marketing |
1,143 |
pay per click internet advertising |
548 |
ppc pay per click |
39 |
AdWords hint |
77 |
database marketing |
1,112 |
advertising standard authority |
531 |
ppc worldwide |
39 |
AdWords google.co.uk |
76 |
marketing services |
1,100 |
tv advertising |
508 |
free ppc game |
38 |
AdWords definitive google guide |
74 |
bulk email marketing |
1,085 |
advertising software |
507 |
ppc world |
37 |
AdWords bid google management |
65 |
chartered institute of marketing |
1,059 |
billboard advertising |
490 |
dvd to ppc |
35 |
AdWords help |
64 |
search engine marketing company |
1,052 |
advertising intelligence |
475 |
ppc affiliate program |
31 |
AdWords google |
63 |
e marketing |
1,033 |
advertising photography |
473 |
bournemouth ppc |
31 |
AdWords promotional code |
61 |
marketing campaign search engine |
1,001 |
advertising solution |
471 |
dorset ppc |
31 |
make money with google AdWords |
60 |
web site marketing uk |
998 |
advertising holiday home |
466 |
other ppc search engine |
31 |
AdWords google promotion |
59 |
auction marketing |
988 |
radio advertising |
466 |
66.84.56.206 ppc test33.exe |
30 |
AdWords google profit |
58 |
internet marketing uk |
952 |
advertising cost |
455 |
overture ppc |
30 |
AdWords google secret |
58 |
search engine marketing services |
950 |
web site advertising |
451 |
classic compiler mac ppc |
29 |
AdWords profits |
58 |
marketing research |
948 |
recruitment advertising |
447 |
ppc download |
29 |
AdWords google income making money |
57 |
internet marketing consultant |
936 |
newspaper advertising |
438 |
ppc engine |
28 |
google AdWords tip |
57 |
web site marketing strategy |
926 |
advertising agency london |
437 |
yahoo messenger ppc |
28 |
AdWords overture |
57 |
marketing northumberland |
918 |
business advertising |
429 |
overture ppc management |
27 |
AdWords software |
57 |
consulting engine firm marketing search |
903 |
car advertising |
419 |
pcp company |
26 |
AdWords designer |
56 |
internet marketing northumberland |
899 |
direct advertising |
415 |
ppc 2003 software |
25 |
AdWords definitive guide |
55 |
internet marketing newcastle |
898 |
free car advertising |
414 |
media player for ppc |
25 |
AdWords expert google |
55 |
company marketing newcastle upon tyne |
891 |
advertising uk |
412 |
ppc services |
24 |
make money AdWords |
55 |
web marketing newcastle |
890 |
media advertising |
400 |
ppc optimizers |
23 |
AdWords ebook |
53 |
advertising company in marketing newcastle pr |
885 |
free online advertising |
374 |
ppc techs fraud ppc |
22 20 |
google AdWords freeAdWords google hampshire new |
53 53 |
web site promotion internet marketingmarketing jobs uk |
869 849 |
advertising standardtelevision advertising |
364 362 |
internet marketing online ppc |
20 |
google AdWords login |
53 |
marketing recruitment |
829 |
advertising standard agency |
361 |
realplayer for ppc |
20 |
AdWords login |
53 |
marketing software |
822 |
advertising history |
354 |
195.92.194 2005 ppc |
19 |
AdWords mania |
53 |
keyword marketing |
816 |
advertising resource |
339 |
ppc system tuning |
19 |
AdWords definitive google guide review |
52 |
marketing idea |
807 |
direct response advertising |
325 |
google ppc |
18 |
AdWords generator page |
52 |
internet marketing solution |
807 |
promotional advertising |
325 |
marketing online ppc web |
18 |
AdWords google mastering |
52 |
agency engine expert marketing search |
771 |
advertising direct online |
318 |
ppc advertiser |
17 |
write google AdWords |
52 |
internet marketing and software.com |
764 |
subliminal advertising |
317 |
ppc theme |
17 |
AdWords select |
52 |
marketing solution |
743 |
advertising product |
313 |
avi free player ppc |
16 |
AdWords servicesAdWords technology |
52 |
search engine marketing reporting |
737 |
advertising desktop |
309 |
linux ppc |
16 |
AdWords technology |
52 |
search engine marketing uk |
728 |
advertising agency mail |
306 |
ppc tip |
16 |
AdWords google nashua |
51 |
consulting internet marketing service |
727 |
advertising customised |
302 |
ppc traffic |
16 |
AdWords google test |
50 |
marketing week |
721 |
advertising agency marketing |
298 |
ppc consultant |
15 |
AdWords tool |
50 |
marketing magazine |
697 |
advertising inflatable |
295 |
free ppc theme |
15 |
AdWords google introduction |
49 |
sales and marketing jobs |
689 |
free web site advertising |
291 |
locum ppc |
15 |
AdWords stats |
49 |
graduate marketing jobs |
687 |
mobile advertising |
285 |
ppc magazine |
15 |
AdWords tracking |
49 |
email marketing agency |
679 |
child advertising |
282 |
ppc maximizers |
15 |
AdWords ranking |
48 |
strategic marketing |
679 |
advertising sales jobs |
279 |
wardriving ppc |
15 |
AdWords tip |
47 |
online marketing solution |
676 |
aerial advertising |
278 |
6mm ppc |
14 |
AdWords support |
46 |
e serve marketing |
673 |
free business advertising |
278 |
ppc advertise |
14 |
google AdWords promotional code |
45 |
multi level marketing |
658 |
advertising poster |
278 |
elite.exe ppc |
14 |
AdWords yahoo |
44 |
search engine marketing pro |
655 |
commercial advertising |
271 |
free ppc |
14 |
adsense AdWords google |
18 |
ppc search engine internet marketing |
653 |
email advertising |
270 |
media player ppc skin windows |
14 |
AdWords london |
17 |
email marketing software |
646 |
free job advertising |
264 |
real player ppc |
14 |
AdWords google select |
12 |
online marketing business |
644 |
magazine advertising |
264 |
ppc ricochet serial |
14 |
google AdWords affiliate |
10 |
marketing mba |
644 |
advertising career |
261 |
pcsolutions |
14 |
AdWords from google profit |
10 |
marketing your site to the search engine |
635 |
jobs in advertising |
261 |
2005 informant ppc serial |
13 |
AdWords from profit video |
10 |
article marketing submit |
632 |
free internet advertising |
256 |
elite ppc |
13 |
AdWords google software |
10 |
small business marketing |
630 |
motorway advertising |
256 |
viewsonic ppc cbl 001 usb sync cable forPC |
12 |
writing AdWords |
10 |
email marketing uk |
630 |
free banner advertising |
253 |
2.11 3 ce pda ppc running windows |
12 |
AdWords ask Jeeves |
9 |
marketing consultancy |
624 |
advertising AdWords |
251 |
2003 ppc |
12 |
AdWords from google profit video |
9 |
online marketing services |
621 |
advertising pen |
251 |
convert dvd ppc |
12 |
AdWords get google top |
9 |
definition of marketing |
607 |
advertising business economy marketing |
241 |
engine marketing placement ppc search |
12 |
AdWords google tracking |
9 |
advertising internet marketing plan |
601 |
advertising drtv |
240 |
gps for ppc |
12 |
AdWords bid highest |
8 |
viral marketing |
598 |
taxi advertising |
239 |
marketing online positioning ppc |
12 |
AdWords definitive google guide marshalls perry |
8 |
internet link marketing strategic |
595 |
free holiday advertising |
238 |
marketing online placement ppc |
12 |
AdWords definitive from profit |
8 |
internet link marketing promotional site web |
569 |
search engine advertising |
237 |
2002 ppc |
11 |
google ltd AdWords |
8 |
online marketing strategy |
568 |
mother advertising |
234 |
acer palm pda ppc s60 |
11 |
AdWords google suchmaschinen werbung |
8 |
creative marketing |
561 |
subliminal advertising save |
231 |
activesync connection detect ppc vb.net |
11 |
AdWords faq free google |
7 |
agency mailto marketing |
560 |
advertising agency email |
230 |
chinese ppc translation |
11 |
AdWords google hitbots |
7 |
relationship marketing |
552 |
free web advertising |
230 |
click fraud ppc |
11 |
AdWords name park sedo |
7 |
marketing product |
545 |
advertising copywriting |
227 |
download fax ppc sms |
11 |
123 AdWords google |
6 |
international marketing |
543 |
advertising technique |
222 |
free ppc trial |
11 |
AdWords affiliate tip |
6 |
marketing gift |
537 |
small business advertising |
219 |
girl ppc virtual |
11 |
AdWords clickbots google |
6 |
ppc search engine marketing |
535 |
advertising rate |
218 |
hp ppc |
11 |
google AdWords voucher |
6 |
digital marketing |
531 |
graduate advertising job |
209 |
6 data loading ppc rifle |
10 |
AdWords uk |
6 |
engine marketing search specialist uk |
531 |
free advertising uk |
207 |
advantage ppc scientific |
10 |
google AdWords uk |
5 |
engine firm marketing professional search |
527 |
classified advertising |
203 |
Now with these 400 keywords and phrases the site has generated you simply cut and paste them for each ad group. You will find that maybe only 200 or so of them are relevant so only use the ones that are.
You can only include one keyword phrase for one ad group. In other words each keyword or phrase is mutually exclusive. No ad group can have the same keyword or phrase.
The way you decide which keyword or phrase goes with which ad group is based on what the keyword or phrase is. So if the key phrase is ‘marketing consultant’ then, considering that the phrase sounds quite formal, we would put that in the formal business owner category. It can go in either the pleasure pain or trigger compulsion ad group as the phrase doesn’t jump out as suited to either ad type.
For the high volume and generic keywords and phrases I rotate these amongst my ad groups. I call these floating keywords and phrases. I allocate them to the ads that I think are the best. I could be wrong (and usually am) but you have to allocate them to somewhere. Part 7 deals with testing how well your ads are performing. The best performing ads soon get the floating keywords and phrases allocated to them as they will stand the best chance of attracting a click.
So in my example the keyword allocations would start to look like this:
Group |
Ad 1 |
Ad 2 |
Ad 3 |
Keywords |
|
|
|
|
|
Mutually exclusive exact matches and negative matches |
Floating broadmatches and phrase matches |
1 |
Straight talking businessman |
Non-technical guy |
My profits increased by 968% in 29 days |
ppc campaign management AdWords management business marketing advertising consultant profit AdWords technical AdWords idiot guide AdWords master AdWords |
ppc |
2 |
ROI plummeting? |
ROI less than 10%? |
Profits decreasing? |
ppc search engine internet marketing internet marketing strategy ROI AdWords AdWords customer easy AdWords |
ppc uk |
3 |
AdWords exposed |
Multi-millionaire |
We’ve cracked it |
ppc search engine marketing first page AdWords first AdWords tricks AdWords crack AdWords click |
Google AdWords |
4 |
Fed up being poor? |
Wasting cash daily? |
Great site - no visitors? |
ppc management AdWords waste ppc bid management AdWords trick trade reveal AdWords AdWords secrets |
AdWords |
5 |
Straight talking sales guy |
Non-technical sales guy |
My sales increased by 968% in 29 days |
ppc program marketing strategy AdWords sales AdWords turnover AdWords system |
marketing |
6 |
Sales plummeting? |
Conversion rates less than 10%? |
Sales decreasing? |
ppc search engine AdWords perfecting AdWords perfection |
direct marketing |
7 |
Adwords exposed |
Multi-millionaire |
We’ve cracked it |
ppc appraisal AdWords exposed |
internet marketing |
8 |
Fed up being poor? |
Wasting cash daily? |
Great site - no visitors? |
ppc marketing AdWords visitors AdWords trafiic search engine |
marketing |
9 |
Straight talking businessman |
Non-technical guy |
My costs dropped by 68% in 29 days |
ppc advertising |
web site marketing |
10 |
Costs rocketing? |
Costs rocketing? |
Costs out of control? |
advertising AdWords |
online marketing |
11 |
Adwords exposed |
Multi-millionaire |
We’ve cracked It |
AdWords marketingpay per click advertising |
advertising |
12 |
Fed up being poor? |
Wasting cash daily? |
Great site - no visitors? |
AdWords account |
online advertising |
13 |
Adwords community |
Adwords forum |
PPC community |
advertising AdWords Google |
internet advertising |
14 |
Lack knowledge? |
Can’t keep up? |
Can’t keep up? |
internet marketing consultancy |
marketing and advertising |
15 |
Adwords For The Pro |
Adwords think tank |
Adword experts club |
AdWords analyser professional search engine marketing |
online advertising |
16 |
Lack knowledge? |
Can’t keep up? |
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I would carry on allocating the relevant keywords to each ad group which I thought suitable. This would be because either the search term was in the advert or the search term tended to the type of customer catered for in the ad group.
However these search terms are all what is known as broad matches. Google further refines search terms as either:
broad matches
negative matches
phrase matches
exact matches.
Let me define them for you.
Broad matches
A broad match means that anything that is searched containing similar words in the phrase in your ad will show. So using the example of a broad match for:
marketing strategy the following phrases searched will cause your ad to be shown:
marketing strategy analyst job
marketing strategist
market strategy
strategic marketing.
Now you may want the last three phrases to deliver your ad, but you may not want the first one to. This is because the person typing that phrase in is looking for a job rather than help with building their marketing strategy. To avoid attracting the wrong type of searcher you use what is known as negative matching.
Negative matches
Using the same example as above you would simply put a negative sign before the word job like this:
-job
This means that anyone who searches for job with any of the words in ad will not show.
Phrase matches
Phrase matches mean that the sequence of words has to be correct for your ad to show. Other words can be included either side of the phrase, but the sequence of the phrase cannot be altered nor words added in between. You do this by putting quotation marks around the phrase. So for:
‘marketing strategy’ your ad will show for the following search terms:
marketing strategy procedure
help me with my marketing strategy.
But it will not show for:
strategy marketing
marketing and strategy.
This is because the sequence has changed or words have been added in between the phrase.
Exact matches
Exact matches means that what is typed in by the searcher matches exactly with your key phrase. To do this you put square brackets round the phrase. So for:
[marketing strategy] your ad will only appear if someone searches:
marketing strategy.
Your ad will not show for anything else. It will not show for:
marketingstrategy
market-ing strategy
etc.
Using these tools
All these tools (negative, phrase and exact matching) help reduce when your ad is shown. But why would we want that? Well this improves your click thru rate. And as shown above the better your click thru rate the less you pay for the same ranking.
You have to look at where your phrases could be confused with another completely different (and therefore irrelevant) business or subject. So if you were a used bike retailer using the phrase:
used bikes
your ad will show when someone searches for:
bikes used in the 2005 Tour de France.
The person searching using this phrase will not be interested in your site and will not click thru even though you have been aired hence your CTR will go down.
So my keywords in my above list will be ‘cleaned’ up by using these tools.
Trade names and misspellings
This is an excellent way to boost your chances for getting your ad aired. You have to include:
all trade names
all misspelt trade names
all misspellings.
So I would include all my competitors (found through Google!) and all conceivable misspellings. One of my competitors is named Perry Marshall so I would include the following search terms:
Perry Marshall
Perry Marshal
Pery Marshall
Perry Marshll
etc.
I would also include misspelling of the search terms used above such as:
markting
marketng
intrnet Marketing
advrtising
etc.
Hopefully you can see now that I would generate keywords and phrases, running well in excess of 1,000 targeted keywords being relevant keywords, phrases, misspellings and trade names. This is now our starting list.
Set bid price for each search term
I would set the maximum price for all search terms at the start and refine it later. Now what you set it at is up to you depending on what type of person you are. I like to set it high and really go for it to see if the idea works, whereas others set it low and increase it over time and others set it to get a certain ranking (usually 1 to 8 so they get on the first page). I reckon you should try it all out and see what you feel most comfortable with at the start.
Part 7 deals with the analysis of these keywords because, trust me, some (and possibly most!) will not perform.
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Know your customers |
Segregate customers |
Cater for personalities |
Cater for ad types |
Write ad |
Allocate search terms for each ad group |
Test, monitor and revise |
