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When you use Google Adwords and can’t be certain of what keyword matching option you must use, then you can enter all three variations you have in your keywords list. For instance:

Art Posters
“Art Posters”
[Art Posters]

After using them for some time you can check the clickthrough rates of the keywords and delete the ineffective keyword combinations.

Always use the negative keywords feature. For example if someone uses the search term “free art posters” then you should use the negative keyword –free in the Google appropriate field and in result your keyword “Art Poster” will not be displayed.

By doing that you avoid the freebie seekers who are not targeted in your offer and as result you improve your clickthrough rates and reduce the cost of your campaigns. You can also use similar with the “free” term such as:

-no charge
-no cost
-costless
-chargeless

and so on.

The keywords number factor. The age of creating an ad group and load 4000 keywords instantly is over. Although there is not a specific rule for how many keywords you should use, follow Google’s recommendations on the amount of keywords. Google recommends: maximum 100 Ad groups per campaign and 750 keywords per Ad group.

Targeted but not over targeted. So many people loose money because of that reason. If you have yoga training center in Florida it’s obvious that people from New York won’t be interested in your services. So displaying a general term such as “Yoga” or even “Yoga training center” will display your ad on Google Adwords and prospects with no interest in your offer will click your Ad which means extra cost for your campaigns and not transformed into sales.

On the other hand if you use a specific term like:

“Yoga Training Center in Florida”

You have more targeted clickthroughs, targeted prospects and eventually more sales.

But there is a drawback on that tactic. If you are extremely targeted and use a keyword of over 6-7 words it’s highly possible that no one will search for that term and have no clicks or even views for your Ad.

How to find keywords? You could use the Google keyword suggestion tool but because so many other Adwords users use it, the keywords from that tool are very expensive.

Other tools you can use are:

Overture suggestion Tool: http://inventory.overture.com/d/searchinventory/suggestion
123promotion Tool: http://www.123promotion.co.uk/ppc/index.php
Good Keywords: http://www.goodkeywords.com

These tools are free but if you want a more sophisticated and advanced option you can use word tracker paid service: http://www.wordtracker.com

Use always the plural form of your words. Don’t use “Yoga Training Report” but also “Yoga Training Reports”.

Exploit the misspelling errors. Research indicates the 12%-15% of the search phrases and words are misspelled. So don’t use only the term “staff” but also “stuff”.

Use hyphens. For example use both terms like: “Yoga Training Center” and “Yoga-Training-Center”

Use Acronyms: If you use the phrase “internet service provider” in your campaigns you can also use the acronym ISP in your Ads.

Use of domain names. This is powerful because it’s the most targeted term you can find. If your website’s domain name is www.yogatrainingcenter.com you must use it as keyword term.

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Pay-per-click ads like those available through Google Adwords can be a powerful, regular source of prospects for your products and services. However, whenever new clients have asked me to look at their Google Adwords campaigns, I begin to understand one element in Google’s growth to more than a $6 billion market value.

Many entrepreneurs fail to take advantage of Google’s mechanisms for making sure that their search engine ads get shown only to those who are logically potential buyers and that the ads encourage such people to click through. As a result, they pay much more than they have to for the exposure, get discouraged about the return on their investment and yet leave the ads running for lack of ideas about how to improve performance.

Don’t let it happen to you! Use these tips to keep your costs down and your rewards high.

1. Eliminate countries and languages that do not match what you offer. For instance, if you sell U.S. foreclosure listings, your ads should show only to Google users in the United States and probably only in English. On the other hand, if you have a translation service whose clients can live anywhere in the world, define the countries and languages your ad gets shown to much more widely.

2. Activate Google’s ad tracking. It costs you nothing, and enables you to keep an eye on not only your cost per click and click-through ratio, but also which keywords and which ads best lead to your desired result, whether that’s a sale, an inquiry for your services or a signup for your newsletter. That way, you can eliminate or try to improve elements that get a lot of clicks or cost a lot but do not get results.

3. Set up negative keywords. If your goal is selling something, why pay for tire kickers and freebie seekers? By defining “free” as a negative keyword (Google has a special button for this), you can keep many of them from clicking on your ads.

Equally important, think through alternate and unwanted meanings of your keywords and add negative keywords to prevent your ads from showing to wildly inappropriate visitors. For instance, type “cattle branding” into Google and you’ll see ads for business branding services. Those advertisers’ click-through rates will improve when they add “cattle” as a negative keyword.

4. Delete keywords and ads that are not working. Because Google’s system rewards a better click-through rate with higher ad placement and lower costs, you are paying Google more than necessary when you leave poorly performing elements running. Periodically clean out your losers.

5. Send people to a landing page that makes perfect sense. People click on search engine ads to learn more about whatever was featured in the ad. It seems logical that they’d look around from your home page for whatever interested them in the ad, but that’s wrong. Searchers are impatient. So if your search engine ad mentions a software demo, do not send them to your company’s home page. Send them to the exact page from which they can access the demo.

When you manage your Google Adwords campaigns according to these guidelines, you’ll be paying less to get a much more satisfying response.

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