If you wanted to target a phrase such as... ford mustang ...is it better to just use that phrase on broad match or to use... blue ford mustang red ford mustang cheap ford mustang etc. ...in your keyword list? Is so, why? Also, is it better to have each longer tail keyword have their own advert? If so, why? If someone typed in "blue ford mustang", would my "blue ford mustang" advert/keyword combo show higher up than if I just had the keyword "ford mustang" on broad match? If so, why? I've always wondered about these things, the difference they make and how much of a difference. Thanks, Jon
Hi, I would say go the the most specific key phrases. This way you have less competition (most people go for words like "home" in stead of "buy home canada"). Also you will have more targeted traffic because you are getting specific types of people. Hope this helps. AS
is better to use more keywords due: - if "ford mustang" go inactive you still have "blue" "red" and the "cheap" one - if you use dynamic keyword inserction, and a user types the "blue" "red" or the "cheap" combinations - these keywords will be in bold on the ad and will call more the user attention compared to the "ford mustang" only that will bold on the ad. - you can track the for example if "cheap" has a bad ROI compared to the "red" and "blue" in the future - if you decide to research more keywords on the future, the keyword "red ford mustang" could be a bridge to find new tail keywords like (hipotectical example "devil's car" that no one of your competitor imagine and you would never find using "ford mustang" ;
The number of keywords is far less important than what they are - in the above advert "Red Mustang" would probably perform similarly to "Red Ford Mustang" (unless there are sites out there dedicated to painting horses?). As a rule, more specific keywords will get less traffic, but will tend to convert better. As a result, you may get the best results by having a very long list of long phrases, which individually will get very low traffic, but when looked at as a whole perform quite well. The downside to this is that you won't be able to optimise these keywords, as the number of clicks that each get will be too low to tell whether they work or not. So make sure that you've got every keyword that you can think of that's relevant. By grouping them into appropriate adgroups, you can still keep some control over them. Regarding two-word (and particularly one-word) phrases, you need to make sure of two things: 1) That you've got a good negative list - if you are selling Ford Mustangs, and you don't want enthusiasts to click on your site, expecting a forum, list of events etc, then by all means bid on "Ford Mustang", but put in appropriate negative keywords. You'll never filter out all irrelevant searches (particularly if you use broad match), so be sure to... 2) Make sure that your advert makes it clear what you do! If you sell Ford Mustangs, make it clear. If it's a site aimed at collectors, make that clear. This will reduce your clickthrough rate, but you'll get a much better quality of visitor, which will more than make up for it. The more specific the search terms are, the less important this is...