Been reading up on this subject but could still do with your insight. Quick background. The websitesite is a broker for hiring super cars. The client will enter details of desired hire and hire companies will be asked to bid for the business. Here are my questions 1) Is it worth subscribing to wordtracker or is Google Keyword tool adequate to find the relevant keywords? 2) Why is it that google recommend that you only put in 20 keywords in each campaign 3) I have terms like 'sports car hire' as exact term but wonder if I should have it as a phrase instead. Same goes for 'Aston Martin hire' and other similar terms. If I use exact terms then I will lose all searches with 'sports car hire in london', 'sports car hire in manchester'. Your thoughts!!! 4) There is no online shop so how do I calculate my ROI. Or asked in a different way. How do I know what keywords a client used? 5) It's very hard for me to understand the 'Quality' aspect of the landing page and how to improve it. Am I just being thick? Sorry for all the questions... Roligan
1. you need to track your traffic every way possible. Anything that will provide you insight to the exact words searched for and sent to your site is most important especially due to the broad matching 2. google recommends this because managing to many keywords can become a daunting task and impossible to manage, however you will find the most successfull campaigns will include hundred if not thousands of keywords in one campaign and sometimes even one adgroup. 3.you should be using both broad and exact of every keyword you have so that you can be mapped to every possible solution. I would only recommend using phrase if broad is just sending way to much traffic. Exact match should not be the only match type used otherwise you are probably loosing out on a lot of quality traffic 4. this depends on your profit model. If you dont have a direct product to sell but make money on the hire of a client, then you should just monitor it at the end of each month. Example. You spend $1,000 in adwords and generate $5,000 of new business your ROI is 5 to 1. If you are looking to understand which terms are paying off you will need some way to like a lead to the coversion of a new client. 5. landing page quality can be measured by minimum CPC required by google. If you make a landing page change and you minimum CPC drops, then the quality of the page just increased. Quality is based primarily on the landing page content then ad text then keyword. Hope this help =)