The core of any online CPC campaign is the list of keywords that you choose to bid on. The keywords need to not only represent your company and its products/services, but they also need to be frequently searched on and relevant to the landing page that you drive traffic to. 

Google has had a few tools to help with keyword research and optimization, and recently launched the Google Search-Based Keyword Tool as its newest enhancement. This tool informs you of the keywords that you are currently missing out on, based on search query data from the content on your site. In other words, it allows you to see the most popular keywords related to your site, and focuses on the ones that you are not currently bidding on.  It also suggests landing pages to go along with each keyword suggestion.  In doing so, the tool helps you identify additional and relevant advertising opportunities that aren’t currently being used in your AdWords campaigns.

This tool will be extremely beneficial if you have the desire to capture more keywords related not only to your products, but also to the content on your website.  However, adding keywords is not the only way to improve your keyword list.

Below are a few suggestions to help optimize your CPC keyword list:

1. Keyword Research: There are many keyword tools that marketers use to compile their list of keywords.  Google offers several tools that will allow you to see the search volume, search history, average CPC, and additional keyword ideas.  Here are a couple:

a. http://www.google.com/sktool/#
b. https://adwords.google.com/select/KeywordToolExternal.

2. Aggressive Bidding Structure: Make sure you are showing
above the fold of the page for your most important keywords. This might require an increase in your CPC bid, but it is often worthwhile and should help improve your CTR.
3. Relevant Ad Copy & Landing Page:  After a search has been made on one of your keywords, you want to make sure your ad copy is relevant to the keyword searched upon, especially if you are in one of the top positions.  Also, it is extremely important that the landing page be relevant to the ad copy.  If the visitor is sent to a page that doesn’t have content related to the keyword or the ad, the visitor’s interest will be diminished.

Having a dominant presence for the keywords that mean the most to you and your business is essential for the success of your online marketing campaigns. Utilize the tools that are available to help improve your CPC campaigns.   Happy keyword hunting!

Google announced earlier this month that YouTube Sponsored Videos would be their new advertising program. We have heard the talk of Google expanding its reach and its “drill baby, drill” efforts. This announcement is just another example of how Google is introducing more ads on its properties, and in the process gaining more of our advertising dollars.

YouTube Sponsored Videos will allow users to surface their videos on YouTube, the third most visited website on the internet. You can create your video, choose keywords, enter your budget and maximum cost per click, write an ad and then pick your video to be served on YouTube. You can even use your Google Adwords for billing. Best of all, there is no minimum spending requirement and you will only be charged on a CPC basis.

Now, most of you are asking yourselves, “Why should I pay for a YouTube video when I can upload them for free”? There are several reasons why paying to have your video displayed on YouTube is a good idea. The most obvious reason is that by having a sponsored link, your video will be more visible and easier to find. According to The Official Google Blog, these are 13 hours of video uploaded to YouTube every minute and it can be difficult to ensure your video will be seen.

Many advertisers are already experimenting with YouTube Sponsored Videos and are taking advantage of the prime real estate being offered at low costs due to limited competition. Others are still hesitant to pay for something they can get for free. Well, if you are a current Google Adwords advertiser you are probably are doing just that. You do not have to pay to be on Google’s natural or organic searches, but you still pay to have sponsored listings. According to CLickZ.com, competitive mix allows advertisers additional visibility when surrounded by competitors. In other words, everyone wants their name to be more prominently displayed than their competition.

If you decide to give YouTube Sponsored Videos a try, don’t forget that your video needs to have a strong call to action and a reason to follow through with that call to action. For example, at the end of your video, you might invite viewers to visit your website for a free download, more information or percentage off purchase.

With nearly 63 million US-based visitors in October 2008, there is no doubt that YouTube is the frontrunner in online video. Until now, advertisers have chosen from banners, rich media and in-video formats priced on a CPM-basis. With the roll out of YouTube Sponsored Videos, advertisers can benefit from most of the things we, as Google Adwords users love; CPC-based pricing, targeting capabilities, and of course more visibility.

When creating an online campaign, much time is spent selecting keywords and even more time writing ad copy, but very little time deciding which match type to use for keywords.  Recently, I was working with a client who asked MoreVisibility to create a fresh, exciting search engine marketing campaign (SEM).  When I spoke to the client with respect to their previous SEM efforts, I was surprised to discover they had not been utilizing any variations in match type; in fact, they had only been using broad match.

Broad match keywords display the widest range of search query results possible.  Broad match will allow the keywords to be displayed in any order; with other search terms before, after or in between your keywords.  For example, if you were a farmer looking to create an SEM campaign for avocados; you may choose to use ‘avocado’ as a keyword.  However, if ‘avocado’ is used as a broad match keyword, the interpretations are endless and the search query results are limitless; even if a searcher is looking for an ‘avocado colored sweater’ or someone looking for ‘how to plant avocado trees’ then your ad would be displayed.  Typically, broad match keywords produce huge numbers of impressions and clicks, but very few conversions; especially when the search terms are general.

Phrase match keyword types are a useful match type, as they prevent words from being inserted between the keywords when a search query is conducted.  You can indicate phrase match keywords by putting keywords in quotation marks when adding it to Google.  Phrase matched keywords will not allow words to be inserted between your quoted keywords.  For example, more appropriate keywords may be “buy avocados” or “fresh avocados.”  These keywords are more targeted and when implemented as a phrase match type, reduce the amount of superfluous clicks and irrelevant searches.

Exact match is another useful tactic which prevent any words to come before or after the specified keyword or keywords when performing a search query.  Exact matching can be implemented by adding brackets to the keyword; for example by enclosing the keyword [avocado] inside the brackets, it is considered to be an exact match keyword.  This will then cause your ad to not be displayed for such queries such as, ‘avocado sweater’ as the keyword [avocado] is set for exact match status.  Exact matches will produce fewer clicks and impressions, but lead to more qualified visitors.

While campaigns have many components, one essential feature that should not be ignored is the keyword match type.  An effective match type will reduce the amount of unnecessary clicks, and leave more money for your advertising budget.  An effective SEM campaign utilizes a combination of different match types to target specific searchers and limit uninterested parties.