Squeeze the Most from Each Keyword

How can you get the most out of each keyword in your
campaign?

Ideally, every keyword in every campaign would have
its own ad. But that's not realistic, and it's not necessary
either. You can use a simple method to find out which
keywords need ads of their own, and which don't, and
then create specialized ads from them.

I call it "Peel & Stick."

Let's say the holidays are approaching and I want to run
a special campaign that sells the ideal gift for golfers.
So I post an AdWords ad with the heading "Golfer's
Christmas Gift" and some spicy text that I think will sell
well. Among my many keywords are "Golf Christmas"
and "Golfers Christmas" and "Xmas Golf" and others.

After running the ad for awhile I discover that the ad is
generating a lot of clicks for the terms "Golf Christmas"
and "Golfers Christmas," but very little traffic for
"Xmas Golf," or possibly none, even though it's evident
from the numbers that a lot of people are doing searches
on that keyword combination.

That tells me that I'm losing out on traffic because I'm
not offering what people are thinking about when they
type in their searches.

So we'll "peel" all the keywords with "Xmas" in them
and create a new ad with "Xmas" instead of "Christmas" -
something like "The Xmas Gift for Golfers". Under that ad
we'll "stick" those keywords and see what response we get.

I have a strong hunch that the ad better matches what
people are searching for, and we can benefit from that
previously untapped traffic.

When you're advertising products and services with numerous
variations of keywords, I like to use the above "Peel & Stick"
method in combination with another method I call "Tight Clusters."

 

I didn't quite understand that. What's getting peeled from what again?

 

I must be drinking too much nyquil: I didn't get that at all....

 

Sounds almost like he is trying to sell something here???????

 

Your guess is as good as anybodys....

 

Isn't this an exert from Perry Marshall's book? He use the 'peel and stick' term ... I think?

 

Yes, it is.

Good information nonetheless for those who don't have PM's book.

 

I dont get it either...

 

It is an exert but he changed the example a little to make it seem like his own. actually i have also seen it also in an article on 1 of the big seo sites.

Basically it is about grouping keywords/phrases into themes and then determining the most effective keyword for them all then add that keyword into the ad for that group. Well i think it is something like that.

heh maybe not

atleast it is an idea for optimizing ads however i still prefer to use {keyword: default} in adwords.

thnx,

juls

 

thanks for clearing that up!