I'm new to the world of PPC. I'll be on my second month with my new company were I work as Search Specialist. And I've just learned how we choose the keywords for each Ad Group of our Campaigns. Here is our criteria in the choosing of Keywords: Local Monthly Searches CPC (Cost Per Click) Projected Clicks Projected Spending And I'm wondering if this criteria is ok in choosing the keywords for each Ad Group and what is your Personal Criteria? Looking forward for your answers guys
I think your criteria is fine but personally, I always think you should have ROI on your list. You can't really determine it until you run the ads but using me as an example. I manage and optimize AdWords accounts. The keyword "advertising" would get more monthly searches and have a lower cost per click than the keyword "adwords management" but "adwords management" would be a much more valuable keyword for me. Unless you are running a branding campaign, always remember, clicks are not your ultimate goal, conversions are. So I would add some criteria for conversions to your list.
You idea seems okay, but need a bit optimization. Following things are missing: Relevancy to ad groups Don't just rely on Google estimates don't just go with two words phrases, look for as many long tail keywords as possible Long tail keywords generally don't convert. Or we can say short keywords generally have low conversion rates
I choose my Keywords by using "Google Trends" reports. Very helpful to find out how many people search for your specified keyword.
I think your criteria is fine. By personally, when we choose a keyword, we should take Monthly Searches, cpc and Relevancy to ad in consideration and then optimmize it by ROI. Bue the optimization should be on the basis of certain data.