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Webucator's Free Advanced Google AdWords Tutorial

Lesson: Optimizing Your Keywords Strategy for AdWords

Welcome to our free Advanced Google AdWords tutorial. This tutorial is based on Webucator's Advanced Google Ads Training course.

Lesson Goals

  • About Keywords Optimization Strategy.
  • About Keywords Optimization Tools and Tips.
  • About Dynamic Keyword Inclusion.

Keywords Optimization Strategy

Keyword optimization is equally important as keyword research. Benefits of keyword optimization are as follows:

  1. Enables you to increase conversion rates.
  2. Improves CTR which can lead to improvement in your quality score.
  3. Improves return on investment (ROI) for SEM campaigns.

Consider the following points for your optimization strategy:

  1. Do not try to invent new keywords.
  2. Identify keywords that your customers use commonly (leverage data from organic sources).
  3. Understand which type of keyword (long tail vs. short tail, wide vs. deep) perform well for your Web site.
  4. Set up conversions to analyze the quality of traffic brought by paid keywords.

Long Tail vs. Short Tail Keywords

Long tail keyword are keywords that are highly specific. Long tail keywords tend to be three or more words in length. To what extent you should leverage long tail keyword depends on the context. Consider the following points:

  1. Long tail keywords are often less competitive to bid for.
  2. Long tail keywords are less frequently used and will usually represent less search volume.
  3. Long tail keywords are often specific and thus it is important to use an appropriate pair of ad copy and a landing page.
  4. It is not uncommon to create a separate Ad Group dedicated to long tail keywords.
  5. Consider using proper match type when using long tail keywords.

Using Broad Match Modifier

The broad match modifier is a new keyword targeting technique besides Broad, Phrase, and Exact match types. The broad match modifier allows you to create keywords which have greater reach than phrase match and more control than broad match.

To apply this new match type simply add a plus (+) symbol immediately in front of one or more words. Consider the following diagram:

Broad Match

The above illustration is taken from Google AdWords official blog post which is available at http://adwords.blogspot.com/2010/07/new-keyword-targeting-feature-rolling.html.

Application Broad Match Identifier in Google AdWords

Duration: 10 to 15 minutes.

Apply the broad match modifier to optimize your keywords list in the following business case:

A catering company in Central New York region is known for its specialty food items (vegetarian, vegan, and healthy food). You want to develop a marketing campaign to promote the company's core competencies for different types of catering events. You want to focus on your core keywords such as "vegan catering," but you also want your ads to show up for queries such as baby shower vegan catering, bridal shower vegan catering.

Solution: Consider a long tail keyword: baby shower vegan catering. Broad match modifier can be applied as follows:r +vegan +catering.

The above keyword match type will allow you to tell Google that you want to focus on keywords "vegan catering," but at the same time Google will consider your ads for queries such as baby shower vegan catering, etc.

The core competency of your company is in catering vegan food not in hosting baby showers; thus, by using broad match modifier you can reach out to customers who are looking for vegan catering for similar events such as baby shower, bridal shower, etc.

Keywords Diagnosis in AdWords

Google offers diagnostic information for multiple keywords at once by using a new keyword diagnosis option available on the Keywords tab. To access this feature, follow these steps:

  1. Navigate to your active keywords list within your AdWords account (the Use Campaigns tab followed by the Keywords tabs).
  2. When you see the list of all your active keywords, click the More Actions tab and use the drop-down menu to select the Diagnose keywords option.
  3. Select the appropriate Google domain name (e.g., google.com or google.co.uk) and also select your language preference.
  4. If you are using geo-targeting, then select a specific location using the Location drop-down menu.
  5. You can also a select targeted device where you want your ad to display.
  6. Click Run Test to see the expected performance of individual keywords.

By running this report, you can see the insight that Google is providing regarding performance of individual keywords. You can see which keywords are causing your ads to display and which keywords are experiencing low search volume.

Optimizing Your Keywords Research

Google has vast amounts of data related to organic and paid search. Google offers some free tools which can be leveraged to optimize your keywords list. Also, there are third-partly tools which provide you with competitive analysis. Here are links to some of the most popular keywords tools:

  1. Google Keyword Planner Tool
  2. Google Insights for Search
  3. Wordtracker (http://www.wordtracker.com/)
  4. Keyworddiscovery (http://www.keyworddiscovery.com/)
  5. KeywordSpy (http://www.keywordspy.com/)
  6. SpyFu (http://www.spyfu.com/)
  7. Compete (http://compete.com/)

Leveraging the Google Keyword Planner Tool

Recently, Google has replaced their Keyword Tool with their new Keyword Planner tool. This new tool provides very similar data, but presented in a new way. This tool can be found under the Tools tab. The first consideration is determining why you're using the tool. Google provides three choices, as seen in the screenshot below:

  1. Search for keyword and ad group ideas
  2. Enter or upload keywords to see how they perform
  3. Multiply keyword lists

Keyword Tool

Most times, you will want to choose the first option, Search for keyword and ad group ideas. Check out the screenshot below.

Keyword Tool

To begin searching for keyword ideas, and the associated search volume, you'll have to enter the appropriate targeted keywords, and/or your desired landing page, and/or your product categories. It's recommended that you try a few search variations to get your desired results. After making these selections, you can then further refine your results by drilling down to a specific location.

Demo for the Google Keyword Planner

Lets use the Keyword tool from Google to find our list of targeted keywords for a new golf club website. And let's say that we want to run some AdWords campaigns just in Florida to test the waters. In the following screenshot, let's go over the settings for this initial search.

Keyword Tool

Now, lets talk through some of the suggestions Google has provided us. In the following screenshot, you will notice one set of suggested keywords, their estimated monthly search volume, and the estimated cost per click. Also, the red highlight shows a "quick click" for you to add any keywords into your AdWords campaigns. In the same row for golf clubs for sale, we see that term boasts 720 searches within Florida, with an average cost-per-click of $.58.

Keyword Tool

Learning from the Organic Keywords


Google Analytics provides rich data about user activities on your Web site/landing page that can help you optimize your keywords. The following are some of the techniques that you can leverage.

The Organic Keywords Report in Google Analytics

The Organic report in Google Analytics provide a list of organic keywords and their respective performance. These are the keywords used by people to land on your Web site and they can provide good insight for optimizing your paid keyword list. As indicated before, there is no reason to invent new keywords; you can learn from organic keywords. Consider the following example:

  1. Log into your Google Analytics Account.
  2. Click on the Traffic Sources tab in the report navigation panel.
  3. Click on the Search tab, then the Organic tab.
  4. Look over your most popular keywords

Broad Match

Implementing Dynamic Keyword Insertion

As a rule of thumb, if the keyword used by a user in the search query is a part of your ad copy, then the ad copy receives a higher click-through rate. The dynamic keyword insertion allows you to mimic this scenario by automatically inserting the searcher's keyword into your ad copy.

Dynamic keyword insertion has to follow these guidelines:

  1. The new ad copy should still follow the editorial rules set by Google (covered in the Google AdWords Basic Course).
  2. If the keyword is a registered trademark, then dynamic keyword insertion won't work unless your account is authorized to use that trademark.
  3. Along with denoting where the keyword will be inserted you need to define what will show in your ad copy if the keyword cannot be inserted.

Here is how to set up dynamic keyword insertion:

AdWords Advanced Course

In the above screen shot, you can see the headline has {KeyWord:Online Training} as a part of the ad copy. The braces and enclosed text forms the body of the dynamic keyword insertion tag.

Use the following syntax in your ad copy: {keyword:default text}. The keyword phrase will insert the keyword that triggered your ad. The "default text" is the text that you want Google to display if dynamic keyword insertion fails.

How Dynamic Keyword Insertion Works

Consider the above example shown in the screen shot. Assume that Webucator pays for "Google Analytics Training" and "Google Adwords Training" keywords.

Let's imagine that a user searched for the phrase "Google Analytics Training" and it triggered Webucator's ad. Now the keyword that triggered the ad (i.e., "Google Analytics Training") will be used in the headline. If for some reason this dynamic keyword insertion failed, the default text (i.e., Online Training) would be displayed in the headline. On the other hand, if a user searched for "Google AdWords Training" and if this phrase triggered Webucator's ad, then for this time "Google AdWords Training" would be displayed in the headline.

Managing Case Sensitivity for Dynamically Inserted Keywords

Here is how you can manage the case sensitivity of the dynamically inserted keyword.

Your Ad Copy Ad Display Explanation
{keyword:Online Training} google analytics training Inserted keyword will be all in lowercase.
{KeyWord:Online Training} Google Analytics Training Inserted keyword will follow CamelCase.
{Keyword:Online Training} Google analytics training Inserted keyword will follow Sentence case.

Application Dynamic Keyword Insertion in Google AdWords

Duration: 10 to 15 minutes.

Apply the concept of dynamic keyword insertion in the following business cases:

  1. A catering company in the Central New York region which is known for its specialty food items (vegetarian, vegan, etc.). You are paying for keywords such as "vegan catering," "vegetarian catering," and "specialty food catering." Display these paid keywords in the headline of your ad copy once they trigger your ad. Use the CamelCase style in your ad headline.

The headline in your ad copy will be written as {KeyWord:Gourmet Food Catering}. In this way, when your ad gets triggered by any one of the keywords (i.e., vegan catering, vegetarian catering, and specialty food catering), then that particular keyword will be displayed in your headline in the form of CamelCase. If dynamic keyword insertion fails, then "Gourmet Food Catering" will be displayed in your headline.