Hi I'm just getting into adwords. Very addictive but I think I need to take a step back and start optimising. All I have so far is about 100 broad keywords, some ridiculously broad!! So I think I need to eliminate the broad keywords - I expect find out what negative keywords I need to be using, and listen to the hype about long-tail keywords so am trying to get to the bottom of that. Can anyone recommend advice for going about this? It's all a bit overwhelming! Thanks!
Learn from my mistake! Don't use broad keywords. Use some phrase keywords that are broad in the niche, then use the search query report to find the longtails. Broad costed me ALOT of money, don't make the same mistake!
Look at what's under the Reporting tab and regularly run a search query report - look in that and you'll see what you need to add as negatives
The search query report shows not enough data? Even with several hundred clicks in the selected ad groups?
Make a list of targeted keywords from the list of broad keywords. Then, create different adgroups out of the more closely related keywords.
If you're new, go for the long tail, and only a few ones. It's all in how you use the keywords with the destination of the click. Very broad keywords can be useful, but it requires different techniques than what you should use for more targeted long tail ones. It's all about psychology
You have already found you broad keywords. Now look at you best selling items and star narrowing it down. Use descriptive words like - 42 inch flat screen tv. You won't get as many clicks, but you will see your CTR go up and when people type in your exact keywords the ads will match. Also figure out what make you unique and put that in the ad text. We usually have the lowest price on most items so we use actual pricing, also free shipping helps alot.
Use very specific keywords that relate to your website - this will work 10x better than broad keywords that cost less. Remember - a customer clicks on your ad because they think you have what they want - make sure you display what you are selling/providing in your title.
Whether to use Broad Match? Look at your bank balance. If your budget is tight, then stick to Exact only... if it's a more flexible budget then use Phrase as well. If you have money to burn then use all 3 match types. Broad match (and Phrase to most extent) serve one purpose and one purpose only ... they inturn give you more Exact keywords. Think about it - if you have a broad match Golf and someone finds your ad by searching for Golf Clubs... you make a decision. Either a) Add -clubs as a negative or b) add [golf clubs] as a new exact. This is all Broad matched keywords should ever do. The business end of your account comes from Exact match and in some cases Phrase match too. As you add more negatives and more Exacts, the impressions you get on your broad should gradually go lower and lower until they hit zero. You can then remove this broad matched keyword and free up space in your account.
I found negative keywords to be of great use but a bit of a nightmare to implement. If you are looking for a negative keyword tool then take a look at KeywordTerminator.
I would recommend Exact only for beginners. Once you understand exactly what your doing expand out to phrase match. I personally wouldnt go broad ever.