From there, build a keyword list of keywords that are similar to your chosen keyword.</li></li></ul><li>Keyword Niche Example<br />I am selling a book, both as a download and as a paperback for parents about the internet and safety for their kids.<br />My chosen search term to start with is “internet safety for kids”<br />WHY:<br />“internet safety” is too broad, same with “internet,” “kids” or “safety for kids.”<br />I need to add qualifiers to make sure I show up for relevant searches and filter out users that are searching for something else.<br />
Example Keyword List<br />Internet safety for kids<br />Internet safety rules for kids<br />Internet safety tips for parents<br />Internet safety for children<br />Teaching kids internet safety<br />Internet safety for parents<br />Internet safety activities for kids<br />Child internet safety<br />Internet safety facts for kids<br />Online safety for kids<br />Internet security for kids<br />Online internet safety for kids<br />Online internet safety for children<br />Keeping kids safe on the internet<br />Web safety for kids<br />Kids internet safety help<br />
Tools to Generate Keywords<br /><ul><li>Google, Yahoo & MSN-Each search engine has a keyword generation tool in it. Search by keyword or URL to generate keyword ideas and add right to your account</li></ul>22 Free Keyword Tools<br />http://www.portentinteractive.com/blog/22-free-keyword-tools-to-gener.htm<br />Examples:<br />Search suggest<br />Google’s Wonder Wheel, Trends or Insights for Search.<br />Wordtracker’s Negative Keyword tool.<br />MSN AdCenter Labs’ Keyword Mutation, Grouper and Funnels tools.<br />SEMrush<br />
Keyword Match Types<br />Broad, Phrase, Exact and Negative<br />http://searchengineland.com/understanding-keyword-match-types-42789<br /><ul><li>Broad- shows for plurals, singulars and well, everything related.
Phrase- shows for plurals, but also pays attention to word order.
Cardinal PPC Rules<br /><ul><li>Each search engine will try and differentiate itself by using different names for features, roll out tools and best practices but the basics of PPC remain the same across all of them.
Always separate out Search, Content and possibly Partner networks.
Send users to the best page possible, don’t dump them off on the home page for every ad.</li></li></ul><li>Campaign Set Up<br /><ul><li>The campaign is the vessel for your ad groups and where most of the settings are. Budget, geography, networks, negative keywords, time of day/days of the week and devices.
Pick a category, place or brand that you want to group you ad groups under.
Go narrow enough so that you’ll need to have a few ad groups under it, but not so narrow for only one ad group and not so broad that you’ll need 3,000.</li></li></ul><li>Ad Groups<br /><ul><li>Use the keyword niches you plan on targeting to determine how many and which ad groups you’ll need to create.
What is Quality Score?<br />In a nutshell: Google’s 1-10 scale for determining relevancy.<br />Keywords have QS visibly listed in the AdWords interface.<br />Ads, ad groups and accounts also have a quality score.<br /><ul><li>The historical CTR of the keyword and the matched ad.
Your account history, which is measured by the CTR of all the ads and keywords in your account .
The historical CTR of the display URL in the ad group.
Cardinal Landing Page RulesFor onsite PPC ad groups:<br /><ul><li>Don’t drop people off on the home page. Send them to pages that match the keyword list. For example: Broader searches to category pages, more targeted searches to product pages.
Keywords from your keyword list on the landing page.
A clear path to conversion (add to cart, download, buy now)
The fewer the clicks to conversion, the better.</li></li></ul><li>Cardinal Landing Page RulesFor PPC Dedicated Landing Pages<br /><ul><li>Keywords from the keyword list on the landing page