A lot of things actually. Okay guys - here's the scoop. I have a very high ticket item - selling consulting to Doctors (dentists, chiropractors, physician's etc.). I want to try adwords via a landing site that will be a questionairre (and now that I hear Google has dropped the hammer on landing pages - I'm going to have content) ...in order to determine the doctors needs (and whether or not our services can help them ..believe it or not, we actually DO turn soem doc's away simply because it's not worth dealing with them as clients). OKay - I'm not asking anyone to do the work for me - I'm just at a loss as to how to determine the keywords and all of that. I'm a total baby when it comes to Adwords ...I've got Perry Marshalls pdf (Definitive Guide) but it's a bit dated... ...anyway - in it is mentioned "WordTracker" ...and on Digital Point I see something mentioned called "Keyword Tracker" ...is this the same software? Regardless the bottom line is - what's the best way I can figure out what doctors (or their assistants) would be inputting to google to find new patients? Will Wordtracker assist in this endeavor? Lastly - I don't have almost any budget to work with so this will be just a little bit here and there to experiment with to see if this is worth trying to replace the "cold-call" method that is simply too labor intenstive. Alrighty folks - any or all advice would be greatly appreciated...thanks in advance... JF
I swear by WordTracker to generate keyword lists! They have a new 'Keyword Research' tool now which is great too; you just enter a few words that describe your product / market, and it quickly generates you a list of all the relevant phrases that have been searched on. It's always a bit of trial and error setting up a new campaign, and you'll probably loose money to start with, but it will come good in the end; Create your landing page install good traffic & conversion tracking Generate your keyword list Create your adWords campaign using all your keywords, utilizing negative keywords and all the different match types, Start the campaign with bids adequate to get your ads shown in the first 6 positions for all your keywords When you've run the campaign for a few days and collected a fair amount to traffic and conversion data, you can adjust your bidding to disable keywords that don't convert & lower or raise bids on other keywords depending on how profitable they are. You should then be able to start tweaking your landing page & ad creatives to get them to convert better. Good luck! Dan
Dan - Thanks for the great action plan! One question - "install good traffic and conversion tracking" - this simply means software that tracks traffic and how much is converted to sales? Again, I'm baby at all this (kinda' wish there was a "FAQ" area for Adwords). Thanks again - this site is such a great resource. JF
If you're happy with Google knowing all your business then the easiest and cheapest way to implement tracking is with a combination of Google Analytics & Google adWords tracking. You can then use the Analytics data to see your visitor behaviour... Where they went on your site, what browser they used, where they came from, etc... Analytics can track your traffic all the way from source to sale, but I'd suggest you also use adWords tracking so that you have your sales conversion data easily available within your adWords stats too. To set up adWords tracking just go to 'Tools > Conversion tracking' within your adWords interface. You can also apply for Google Analytics by clicking on the 'Analytics tab'. Then all you need to do is include the provided Google Analytics code in the footer of your site, and the Google adWords tracking code in the footer of your conversion 'thank you' page... Easy!