Following Google's Editorial Guidelines

      Before we continue examining different aspects of ad copy writing and creating effective ads,let us examine the editorial policies. If an ad will not be approved by Google to show on a search result, there is no need to waste your time writing that type of ad.
        Google has  gone to great lengths to ensure that ads meet a certain standard before being shown to their visitors. As one of Google's major success metrics is a returning visitor, they want to ensure that the ads are just as relevant as the natural search results.



CHARACTER LENGTHS
                             The first consideration is character length. There are stringent requirements for how many characters can appear in an ad:
Ad copy section                 character length
Headline                                    25
Description line 1                        35
Description line  2                        35
Display  URL                              35
Destination URL                      1,024


It is commonly said that the best headline is 26 characters. Attempting to write creative marketing messages in a matter of 95 characters is very difficult and takes some time to master.  This is why it is important to test out different messages.
            Even though description lines 1 and 2 appear as different lines when ads are created, it can also be useful to test out writing one 70 character sentence to see if the ad reads better as a single sentence  that as two distinctive messages on separate lines. This is especially true if your ad regularly appears at the top of the page, where the two description lines are run together.
 

EDITORIAL REQUIREMENTS

        The most ambiguous of the editorial rules is "accurate ad text". while Google explains this requirement as ensuring that your ad reflects what the consumer will find on your landing page, it is also a rule they can fall  back on if they want to disapprove ad copy for various reasons.
         Following this rule is importance for conversion rates. If your ad copy claims  someone will find something on your landing page and that item is not there, the user will hit the back button and  your have just wasted the price of the click.  Following this rule can also help your quality score is a  word Google uses repeatedly to describe their Adwords program.
        The second rule is accurate capitalization. While you can  capitalize the first letter of each individual word, you cannot have a word in all caps: exception include acronyms or words that naturally always appear in all caps. For instance, if you wrote  the ad copy " FREE software," the ad would be disapproved because " FREE" is not a word that should appear in all caps.

Where did Google find these Keywords?

     The last column is one to pay attention to: Extracted from webpage. This is the page on the examined domain that Google thinks is most relevant for that keyword. Instead on the examined domain that Google thinks is most relevant for that Keyword. Instead oh having hunt through your site for which keywords belong to which pages, this tool can help you quickly associate keywords to a particular landing page.

             If you see keywords you would like to add to your account, all you have to do is click the box next to the keyword and they will  be added as draft keywords. The My Draft Keywords tab will show you the keywords you have added in such a manner.

               At present, you cannot save these keywords directly to your AdWords account. If you would like to add them, the easiest way is to export the keyword data to an excel file, and then use the Ad words Editor or copy/paste via the Ad-words interface to add those new keywords to your account. you can also export all the keywords from the main page and save them in a CSV file.

                while doing your keywords research, there are several ways you can filter the data. The first way is based on where Google is finding the keyword information on your website:

      In keyword and page title.

      In keyword only

      In page title only

In addition , you can filter based on competition 

• competition
• Monthly search volume
• suggested bids
• URL contains
• Partial matches to keyword in my account
• The first three are self-explanatory. The URL contains filter allows  you to only see keywords.

Learn your Ad/Search Share

The ad/Search share information is only displayed if the url you are examining  is associated with your Adwords account login you are using  to access the SKTool.
          The Ad/search share is composed of two different pieces of data. The ad share is the percentage of time your ad shows for  that search. The search share is how often your website appears on page 1 for that particular search query in the organic results.
               This information has become more accurate over time, but it is  by no means completely accurate. the website bgtheory.com has appeared almost 100 percent of the time in the organic results for several of the keywords shown in the last screenshot. In addition, if you do not filter the data, these keywords are new keywords for your account, so it would make sense that your ad share is 0 percent  since you have not added them to your account yet. Therefore, if you do SEO and you see that your website does not seem to have a large search share percentage for words you see that your Website does not seem to have a large search share percentage for words you see traffic from, do not panic. It could be that there is an error with the data.
             The data is also based on the entire country. Therefore, if you are geo-targeting , your search share could be a very low number as you are not trying to reach an entire country.

Interpreting the keyword Data

 once you can use one of the above methods to find keywords, you can also see a variety of data about each of the possible keywords. Not all of the data is displayed by default. If you  examine the customize columns drop-down selections you can choose which data you can wish to examine
       When examining the information, there are three pieces of data that are very important to note, as they will change all of the other statistics on the page depending on their inputs.
     The first is the bid you are using to calculate the estimated ad position and estimated average CPC,seen in the top left . If you access the tool from within an adgroup, the maximum cost per click(CPC) used will be your maximum CPC from your ad group. If you are not logged in, you should set a maximum CPC if you wish to see the estimated ad position and average CPC for each keyword.
              Please note that this tool is not hooked up to the quality score within your account, and if you have never used that keyword before, your account does not even have that information available for the tool. Therefore, the average CPC and average position data are very rough estimated. Since there are so many factors that go into average CPC. such as other advertisers changing their bids. advertisers within a specific geography, and a plethora of other variables, the suggested CPC should be used as a guide and not as definite number. You should use your common sense and the historical information you have learned about your industry to determine to how useful those two numbers are to your specific account.
         The second importance piece of information is the match type. The displayed information is based on the match type of the keyword. If you change the match type, the data will change based on the match type chosen.
              The third piece of data is advertiser competition. This is a bad that goes from empty for no competition  to full for a highly competitive word. It is always nice to find a highly relevant word with high search volume with little competition. They are very difficult words to find. Just because a word has many competitors does not automatically make it more expensive. While the bar is useful to get an idea on a keyword, this data point alone should not be one to make decision if you choose to add a keyword to your account.

Adwords Keyword Tool

   Google has a tremendous amount of search data, Between its organic and paid  search listings across its web properties such as news, Google.com, Google sites in various countries, images, and even products , google has complied a massive amount of data about search queries.
               One of the most powerful tools you can use to start your keyword research process is Google's own AdWords keyword Tool that can examine the information collected across all of these various Properties.
          The  Adwords Keyword Tool can be accessed from a few different places:
           Access the tool directly:https://adwords.google.com/select/
           KeywordToolExternal
       From the Tools menu in your Adwords account
      From an individual ad Group


INTERNAL VS EXTERNAL TOOL ACCESS

   If you access the Adwords keyword tool from the url into the tool from within your adwords account there are a few features you will not see. This is because Google does not know which Adwords account to associate this data with and therefore cannot show you data items from within your adwords account
   
     The two major  features you will not see are a way to find information from an existing keyword within your account, and the ability to view and add negative keyword information.

However , if you access the tool from within your account, the results are tailored to your campaign's geographic and language settings. Therefore, you cannot easily see data from different countries or languages

Understanding a Spider's Role in the Web

        When a search engine want's to index the web, it uses a program called a spider or robot. The search engine sends out its spider to crawl the web to find  new pages to index so it can build a database from the information it discovers. The spider indexes content such as HTML, images PDF files, or any other file found on the web. The terms spider, spidering, crawl, or crawling are commonly used indexing the content it finds.

USING NEGATIVE KEYWORDS

    Negative keywords are filtering words. This  type  of  keyword stops  your ad from being  displayed on a search result. If you have phrase and broad matched keywords  in your account and some of the variations do not have good conversion rates, you could use a negative keyword to stop your ad from showing on a search result.
      Before implementing negative keywords, you should have a way to measure your conversion rates and cost per conversion.  We will discuss a free conversion tool that Google offers to measure your results.
      The reason why you need conversion tracking implemented into your account is that when you add negative keywords to your account, some very specific things should happen:

•         Your click-through rate should increase. Since you  are now choosing to stop your ad from showing on irrelevant search queries, the times your ad is shown should be more relevant and thus gain a higher click-through rate.

Finding Keywords Based on Crawl Information

Once you have clicked the Final Key words button,you will be presented with a screen of information about those keywords.  usually ,these are new keywords for your AdWords account. Since you are logged into your AdWords  account , the SKTool attempts  to filter out your current keyword list to only show you new keyword ideas.
             The first few columns are similar to the Adwords keyword Tool discussed earlier: keyword, monthly searches, competition, and suggested bid.
               There are a few differences between the first few columns in the SKTool and the Ad Words Keyword Tool. First , the monthly search volume draws on different data sources; therefore, the search volume information may differ for the same keywords across the two tools. Secondly, clicking on the keyword will open a window to a  Google Trend information for that Keyword. Google Trends will be examined later in this website.

Using Google's Search-Based Keyword Tool

  In November 2008, Google quietly Launched a new keyword tool where the information was not based on their keyword database, but on your website's content. The search-based keyword Tool, often referred to as the SKTool, it yet another Google product you should add to your keyword research arsenal.
                    Google crawls a large part of the Web on a regular basis. It also  tracks massive amounts of keywords on a regular basis. When it sees that you have pages on your site with relevant content to their actual searched keywords, it will suggest both keywords and landing pages for your website.
                     This is also another tool where if you are logged into a Google  account that is associated with your AdWords account you can see some additional data about the website. If you are logged into your account, on the home page of the SKTool. you should see a prepopulated website drop-down box , with websites that are associated with that Ad Words login. if you  are using a  My client center  login, you should see all of the websites associated with that login.
                     There are two main ways of finding keywords with this tool: keyword ideas based on your site and category browsing. To see  all keywords related to your website, just click the find keywords button on the home page after you have selected a particular website. you can also input a root keyword to only see  keywords related to specific word.
                      Below the text box is a link to see all keywords across categories, which we will visit later in this website.
        

Taking control of your Ad Display

Positive keywords are the lifeblood of Google Ad Words.  If you do not have a keyword that will match to a searchers query, your ad will not show. It 's quite simple.
        It is crucial that you not only conduct keyword research, but when you use these keywords in your account, you understand what search queries someone can search for that will trigger your ad to show on a search result.
            Conversely , when you find search queries that you do not want your ad to show for, block your ad from showing by using negative keywords. Negative keywords should raise your CTR (click through rate) , lower your CPA (cost per action) and increase your conversion rate.
             As you add negative keywords, always keep an eye on total conversion.Even if the negative keywords are doing their job, if your total conversions drop significantly, you may need to trim some of your negative keywords.
              If  keywords lead to conversions, but at a higher cost per conversion than you are comfortable paying, you should lower the bids to a profitable level instead of just keeping your ad from showing by using negative keywords:

•          Positive keywords trigger your ads.
•          Negative keywords stop your ad from showing.

By using these two keyword types together, you can take control of your account to ensure you receive the maximum exposure and profit from your Ad Words campaigns

Researching Negative Keywords

It    is just  an important to keep your ad from showing on irrelevant queries as to show your ad on the correct queries.That also means its just as important to conduct negative keyword research as it is to research positive keywords.
       The easiest place to find negative keywords is the search query report. If you navigate to the reporting section of your Ad Words account, one of the reports is called a search query report. Run  this report, and you will have a Excel file that looks like
            If your business is selling , coffee mugs, but you must have a cost per conversion  of fewer than $ 5 to be profitable , you can see that the actual search query that contains "RV"  is not profitable.
          Assuming that you had enough data to prove this was a trend , or you did not sell RV coffee mugs, you would want to stop your ad from showing when "RV" was used in the search query. By adding the negative keyword "-RV" to that particular ad group, you can stop your ad from showing when the word "RV" is used in the search query.
         

Putting negative and positive keywords together

When  discussing negative keywords, it can be useful to call regular keywords positive keywords to signify the difference between keywords that trigger your ad and their negative counterparts that keep your ad from showing.
             When using both negative and positive keywords together , you should first , determine when you want your ad to show, and if there are specific variations when you do not want your ad to be displayed. Once you have determined those conditions, it becomes easy to choose the proper negative keywords and respective match types.
              For example, let us create a fictional company that sells Disney videos. After running their ads for a while, they realize that when a searcher just types in "Disney video" their conversion rates are low and they are not  profitable on those keywords.
               However, upon further investigation, the company realizes that if the searcher types in anything with the keyword "Disney video", they convert  quite well.
                 Therefore they would not want their ad to show on the actual search "Disney Video", however , they do want it to show for variations such as Little Mermaid Disney video," "Disney video for sale", and "newest Disney video".
                     This can be accomplished quite easily. The company would have an ad group with the negative exact match keyword-[Disney video] and the positive keyword "Disney video" as seen

                   In this instance , the ad would only be displayed if someone searched for "Disney video" and any accompanying word. If someone just searched for "Disney video", the ad would not be triggered.
                    Often, you will want to use broad or phrase matched words to capture a wide variety of search queries. However, this often results in your ad displaying on queries that do not accurately reflect your company's products. Using negative keywords to filter your ad from showing on these queries can allow you to maintain control over when your ad is shown and maximize your ad's reach.

WHICH MATCH TYPE IS BEST?

 Now that you know the three match types, how should you use them within your  Ad words account?

     First, you should know you can use all three match types for the same keyword within the same  Adwords  account. You could have the same keyword exact, phrase, and broad matched within the same ad  group.
      Second, when  determining which match types to use, there are two major considerations: budget and reach.
       If you are starting with a small budget and only want to increase your budget as you find profitable keywords, you will want to start with mostly exact match keywords. Once you find keywords that are meeting your business goals, then you can add the phrase matched and eventually broad matched versions of those keywords.
         If you are starting with a large budget and are willing to throw everything at the wall to see what converts, you will want to start with all three match types.
         If you have multiple  match types, you want to make sure that you have exact match bid the highest, phrase match a little lower, and finally broad match at the lowest bid.
         The reason why you want to set bids will become very apparent in. when we discuss quality score. Essentially, if all three keywords can be triggered in a search result, Google will show the one with the highest
   ad rank. Ad rank is a number derived from multiplying your quality score by your maximum CPC(cost per click).By exact match than the phrase or broad matched keyword.
  

DISCERNING KEYWORD MATCH TYPES

   AD words gives an advertiser a significant  amount of control in determining when an ad will be shown. We will continue to discuss many of these additional options in later. However, if you do not match your keywords appropriately, these additional controls will only have marginal increase in producing high quality traffic.
        There are three different match types that adwords use to determine  if your ad should be displayed based upon the user's search query: broad, phrase, and exact match

BROAD MATCH
                   A word is considered broad matched when you enter a keyword into an ad group with no formatting around the word
                             Broad matched keywords can trigger your ad to show if the searcher uses a query that is related to your keywords. Broad matched keywords match to misspellings, plurals, and even similar words.
     For example, if you had the broad matched keyword "coffee cups," you could match to "coffee cup" (singular), "cofee cup" (misspelling), or "coffee mug" (similar word).
           In addition, the order of the words does not matter. To continue our example, if you used the broad match "coffee cups," you could match to "cups coffee"or "mug coffee."
         Lastly, you can be matched if the search query contains similar words to your keyword with additional parameters. For example, if your keyword was " coffee cups," you could match to "coffee red mug", "blue mugs coffee," or "coffee cup holder."
           If you only sold coffee mugs, being matched to a keyword such as " coffee cup holder" is probably not a good match.

PHRASE MATCH:
             
               A keyword is considered  phrase matched when you enter the word in an ad group within quotation marks as seen
            In order for you phrase matched keyword to display your ad, the search query must contain your keyword in the same order you typed it into your ad group.
for example, if your keyword was "coffee cups," your keyword would match to phrases such as:
        Coffee cups
           Blue coffee cups
           coffee cups blue
         red coffee cups for traveling

In each of the above instances, there could be words before, after, or before and after your keyword phrase. It could also be the keyword phrase itself. However, you had the keyword "coffee cups," the following searches would not trigger your ad:
     Coffee cup(singular)
      cofee cups(misspelling)
    cups coffee(different word order)
  your ad would not trigger if someone entered a word between your keywords. In the "coffee cups" example, if someone searched for "coffee blue cups," your ad would not show as the search query did not contain your phrase exactly

EXACT MATCH
          exact match is the most specific matching options that adwords offers. First, you must enter the keywords into your ad group within brackets, as shown
 
 Exact match works just how it sounds: a user must type into the search box a query that is identical to a keywords do not match to misspellings, smilar keywords, plurals, or singular forms of the words.
 If you have the exact match keyword "[coffee cups]", your ad would not be shown if someone types in "coffee cup" (singular), "cofee cups" (misspelling), "blue cups" (additional word), "coffee mugs" (similar word), or nay other possible variation.
       The biggest advantage of exact match is that you know exactly what someone is typing into the search box. You can examine your ad copy, landing page, and keyword to ensure that a perfectly formed synergistic chain has been established that will maximize your conversion rate.

        

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An introduction to adwords

USING LONG TAIL KEYWORDS

 The long tail is a term first coined by Chris Anderson in an article in Wired Magazine to describe how niche markets can sell a large number of infrequently sold items that together create more total sales than the top-selling product lists.
      For example , before the days of the internet, bookstores had to keep physical inventory in their stores. There is a finite number of books in each category were most prominently featured. A book had to constantly sell to continue to maintain space on the shelves; otherwise, it was regulated to the discount bin to make space for a book that was selling. while some of these books might have sold a few copies each month, it was not worth the shelf space of these to try and keep them in stock.
     Then came Amazon.com, which had no physical storage limit for its products. Suddenly, a book that only sold one copy a month, or only  a hundred copies a year, could still be profitable for amazon. when you combine the millions of books that only sell a few copies, total sales can be equal to or even exceed the top best selling books.
           You can repeat the same logic for any niche-based business, such as Netflix. Netflix carries thousands of copies of the most rented titles.  However, the Power of Netflix comes from their ability to carry even a few copies of each low-demand title. It is a powerful value proposition to the Netflix customer that even these niche movies can be rented. The total rentals of the top hundred movies.
     This same logic can be applied to keywords. single word keyword searches make up roughly 20 percent of the search volume in the United States. However, search queries that are five or more words in length make up nearly 20 percent of the search volume as well
            There are two main ways that marketers use the phrase "long tail Keyword" when discussing keywords:

 There are two main ways that marketers use the phrase "Long Tail Keyword" when discussing Keywords:
 
The first refers to keyword searches that are three or more words in length. Essentially, someone typing in three or more words in length.
 Essentially , someone typing in three or more words in  a search box is being specific in defining the information they are wishing to discover

The second refers to low search volume. Instead of focusing on how many words are in the search query, these marketers consider long tail keywords to have low search volume. In this instance, even a one-word keyword with low search volume would be a long tail word

 Each year, the number of words used in search queries grows.As the general search population starts to search with more words, the popularity of two and three keyword phrases will grow as well.

    Therefore, when considering the long tail,keywords, I favor applying it toward search volume. The principle of the long tail is to aggregate infrequent data points. In searches  this would be keywords with low search volume

Creating Keyword Lists

  Most words in the English language can be categorized as a noun, adverb , adjective, preposition, Pronoun, or verb.The same can be said for products.Most products can be described by Product types, product attributes, adjectives, and so on. By Breaking down your Products or services into their base elements and then recombining these words, you can easily create huge keywords lists

  The minimum number of ad groups should be seven, one for each product type. You could easily have a few hundred ad groups from this information.
   For example , at the most  granular level, each keyword generated this could instead be an ad group. To fill in the keywords within the ad group, you could use plurals, misspellings, and  similar words such as "t-shirt," and "tee shirt."

       Creating keyword lists to generate thousands of keywords is useful. However, if done improperly, you could quickly end up with more keywords than you know how to organize, let alone manage. you can use the exact same techniques of creating lists to first diagram your ad groups, and then you can create lists within each ad group to generate the final keywords used within your account.
       
Using Long Tail Keywords
            The Long Tail is a tern first coined by Chris Anderson in an article in an wired magazine to describe how niche markets can sell a Large number of infrequently sold items that together create more total sales than the top- selling product lists
     For example, before the days of the Internet , bookstores had to keep physical inventory in their stores. There is a finite number of books  that can be housed and displayed upon shelves within a stored. There is a finite number of books that can be housed and displayed upon shelves within store. The top- selling books in each category were most prominently featured. A book had to constantly sell to continue to maintain space on the shelves; otherwise, it was regulated to  the discount bin to make space for a book that was selling. While some of these books might have sold a few copies each month it was not worth the self space to try and keep them in stock.
   Then came amazon.com, which had no physical storage limit for its products, suddenly, a book that only sold one copy a month, or only a hundred copies a year, could still be profitable for amazon. when you combine the millions of books that only sell a few copies, those total sales can be equal to or even exceed the top best selling books.  
        You can repeat the same logic for any niche-based business, such as Netflix. Netflix carries thousands of copies of the most rented titles. However, the power of Netflix comes from their ability to carry even a few copies of each low-demand title. It is a powerful value proposition to the Netflix customer that even these niche movies can equal to the total rentals of the top hundred movies.
       This same logic can be applied to keywords. single word keyword searches make up roughly 20 percent of the search volume in the United States. However, Search queries that are five or more words in length make up nearly 20 percent of the Search Volume as well

How many keywords should you have in your Account

  You have probably heard someone mention an Ad words account that has over a million keywords. Yet, by most estimations the English language only contains roughly one-quarter of a million words. How can an Ad words account have more than four times the number of words in the entire English language?
  The answer is simple : by creating keywords lists.
      Before creating keyword lists and generating millions of keywords, it is important to first consider what you are going to do with those keywords.

   Most companies do not need millions of keywords. There is not a magic number for how many keywords you should have in your account.The answer to " how many keywords should I have in my Account?" come back to relevancy.

   You should only have relevant keywords in your account. If  the keywords you create help a searcher find the answer to their Question, then these are good keywords. If your keywords start to become ambiguous and could have multiple meanings, you need to make a financial decision about whether it is worth it to your company to advertise on a word with marginal (or worse, negative) results.

 For example, if you were to search for "TV", what would you expect to find?

TV reviews
TV guide
TV repair
TV celebrities
Plasma TVs
     These highly unrelated terms could all be shown for  a keyword such as "TV". the keyword is not specific enough to have any definitive user intent. Here are some issues to consider:

EXAMINING YOUR KEYWORDS  If you cannot determine the user intent of a keyword, it is probably not specific enough for your account.This is a  rule of thumb, and there are definitely exceptions. IT is useful to first test out the more specific keywords, and then once you have an idea of cost per conversion and conversion rates on the more specific keywords, try out some of the more general keywords to see if they are profitable for your advertising dollars.

DETERMINING THE RIGHT NUMBER OF KEYWORDS    The next consideration in determining how many keywords you should use comes back to management time. If you have a 100,000 database reports are highly time consuming for organizing that much data and determining your profit on each keyword so that you can decide how much you would like to bid for each word. You may need a bid management system to handle that many words.

UNDERSTANDING GOOGLE AD WORDS ACCOUNT LIMITS  The  last consideration is google ad words account limits. A standard Google Ad words  account can only have 50,000 active  keywords. If you need more than 50,000 keywords, you have two options.

option 1: Larger spenders Google has an enhanced account that can hold up to 50 active campaigns and much  larger keyword list. You will have to have your Ad words rep enable this for you. If you do not spend well into five figures a month with Google , you will most likely not be able to have this feature turned on.

option 2: Linking Accounts  Google can link accounts together on the back end so they share some data and only serve one ad per search result. If you need multiple  accounts, then talk to an Ad words rep.

     If you are wondering why Google has caps on keywords, you can examine it  from their perspective. Every keyword  entered into their system has to be stored in multiple databases. Every local database is examined for keyword matches every time sometime someone conducts a search on Google . Google is trying to filter through millions of keywords to serve ads to a searcher in less than one second. The less total database space being used to house keywords, the easier it is to sort through the keywords to quickly serve results to the searcher.
        Therefore while you will learn techniques for creating millions of keywords, it is best to initially keep your list to fewer than 50,000 keywords unless you are spending ten of thousands of dollars each month with Google.

Do You know Your Keywords

   Who searches for the word "bleach"?
        IF you thought the most common searcher was a 20 to 50 years old female then you have  joined a large group of people who do not watch Japanese anime.
      The most common searcher for the word "bleach" is a male under 24 years of age show has completely changed the dynamic of that word.
      There are words whose meanings have changed, and there are other words that describe multiple items.
 A search for the word "ceramic" could be for  a $0.99 figurine or a  $ 10,000 factory part.
        A search for "buy pipe" could mean a nice meerschaum tobacco-smoking pipe or a replacement for the busted pipe in your basement.
      Sometimes relatively few  people searching on a particular keyword will actually fit  your ideal customer profile, and you may want to just avoid using that keyword  altogether. For instance, if you sold Clorox and realized that the majority of people  searching for the word "bleach" do not meet your website goals, you may wish to not advertise on that specific keyword. There are other times when the word is essential to your advertising campaign.
        There are ways to write ad copy so you can showcase whether you are selling Clorox bleach or bleach DVDs. This will help the searcher understand what products you offer. however, the first step is that you have to know it's a commonly confused word.

The best way to start understanding your words is to look at the natural search results. If you see sites or ads for seemingly unrelated industries, you should investigate further.
    Another place to find these differences is in your keyword reporting, which we will discuss in later posts. If you see words that seem highly targeted yet do not convert, it is worth your time to take a quick look and see if that word has multiple meanings.
    Another fantastic tool is Microsoft Ad center Labs. One of the various tools available attempts to predict the demographic characteristics of a keyword
        understanding when your keywords might be confused with other products or services can help you to be more specific with the words and themes you choose keep you from spending money on keywords that do not lead to sales.

Understanding Keywords

     Keywords are thoughts put into words. We search to find the answer to a question. Always remember that when you choose a keyword, you are telling a consumer that you can help them find the answer to their question.
      When doing keyword research,you should always keep the searcher in mind.  It's their thoughts put into words that you want as keywords so your ad can be shown on a search results page.
        Before we delve into the four main types of keywords, let us take a closer look at the scenario from to see how any scenario can utilize these types of words.
          Our searcher is sitting in his chicago suburban house in january watching tv on a saturday afternoon. suddenly, his spouse calls up from the basement that there is water everywhere. Upon investigation, our searcher determines that a pipe froze causing the pipe to break and flood their basement. This happens every year in chicago, what are the possible keywords?

First, Keywords or thoughts are often segmented into key areas:
Explicit
Problems
Symptoms
Product names or part numbers
We will examine each individually

Types of keywords

Explict keywords are the easiest to research. These keywords often have the highest search volume of all the keyword types.  They directly describe the product or service, and very little creativity is necessary to research these keywords. Some examples are:
 Dermotologist
computer memory

Finding keyword ideas

When conducting keyword research, you should first consider your themes instead of actual keywords.
    A theme is a collection of closely related  keywords. In Adwords accounts, thee are also known as ad groups.By first concentrating on your themes , you will build a high level list of how your products or services coordinate with the keyword types.
   Often the navigation on a website is already broken down into themes, and much of your initial work is already conducted. However, these are only the direct keywords, and you will still need to do research on the other types of keywords for those direct keywords.

If your website does not have a good navigational structure, then as we walk through the following keyword research ideas, instead of thinking in individual keywords, first take a look at the high level themes and once those are established, come back to each theme and fill in the keywords.

For example , if you were a plumber, here's a list of some of the more popular themes:
plumber
broken pipes
fix shower
kitchen remodeling
bathroom remodeling
overflowing toilet
Emergency plumbing
weekend plumbing
flooded basement

And the list goes on. you should be able to come up with more than 50 different themes for a plumber. with some work, you might even come up with a few hundres themes. while you know your business well, your potential customers- the searchers do not; your business is actually quite complex when you start researching every problem you can fix.

Examining the buying funnel phases

    Awareness leads off the top of the funnel.If a consumer does not know about your products, they can never buy from you.A marketer's first job is to make sure that consumers know that your products exist. If  a consumer does not know about your product, they may not realize that your product can fix their problem, let alone understand that you offer a way to help them. At this stage of the buying funnel, your job is to shout from the rooftops that your product exists.
            When we correlate this part of the buying funnel to keywords, the keywords are very general. Consumers do not yet know enough to do a search for the product's  benefits, features, or part types. These keywords  are often high volume, low converting words  such as  TV, plumber, laptop memory, and real estate.
             Once a consumer understands that your  product exists, your next function is to generate interest for your product and how it will make their lives better. We will discuss features and benefits more  during ad copy writing. At this stage of the buying funnel, you want to focus on benefits. Essentially , a benefit is what your product will do for  consumers so they desire your product.
         After consumers have become aware of and interested in your products, they need to learn more about the product so they have enough information to make  informed purchasing decisions. This is known as the learning or information gathering phase of the buying funnel.
         This is where consumers start to delve into product specifications and features and begin to compare products. If a searcher were looking a buy a new HD    TV , this is versus LCD vs DLP televisions. Consumers want to know about pixel burnout rates, what the magic mirrors are in DLPs , and what size TV they actually need for optimal viewing.
        If you were an accounting firm, this is where you would showcase that you offer payroll services, are integrated with Intuir QuickBooks, and have a lawyer on staff for incorporation services.
         It is in the learning stage where searchers first learn your industry jargon. The searcher's query is often more specific and commonly includes brand names and service specialties. Showcasing both benefits and features is useful for consumers during this phase.

Understanding the Buying Funnel

   Before diving into all the different ways to research,group, and choose keywords,you must first  take a step back and examine how people buy products or services,
there are five stages to the buying funnel

• Awareness
• Interest
• Learning
• Shopping
• Buying

Understanding where a keyword falls in the buying cycle can help signal where a consumer is within the buying process so you  can ensure that your ad and landing page match the consumer's shopping phase

While the buying funnel often refers to actual physical products sales, the same principles apply to B2B (business to business ) services,retail,and tother industries

The buying funnel is subset of the broader known buying cycle.The entire buying cycle has two additional  phases known as retention and advocacy.While customer loyalty and lifetime visitor values are important considerations for your entire marketing program, they can be distracting when we initially discuss keywords.Hence , we will only work with the initial aspect of the buying cycle, the sales funnel, during keywords and revisit the full buying cycle in later chapters.

      The shopping cycle is illustrated as a funnel because many searchers will enter the beginning of your product's buying funnel however, as consumers learn more information about your products as compared to others, fewer consumers will transition from one section to the next. As  a marketer, one of your  jobs is to move as many prospects as possible through the funnel so they become customers. 

KEYWORD RESEARCH

Keywords are the foundation of a successful Adwords campaign.If you have a keyword that matches a searcher's query, your ad could show,if you do not have a keyword that matches a searcher's query,your ad is not shown. It is pretty simple: If you decide not to use a certain keyword,your company will not be visible to those searchers.
       Keywords are so paramount to an Adwords campaign that PPC advertising is frequently called keyword advertising or keyword-driven advertising.
          Not all keywords are created equal. Some keywords will have high search volume.Some have high conversion rates, and others will provide low quality traffic.choosing the correct keywords is the first step to advertising with Google Adwords.

Best practices for applying search Theory

The basics of search are not difficult to understand; the principles have been the same ever since people started looking for information.By referring back to the fundamentals of search throughout your marketing,you keep your efforts aligned with the searcher, which can bring long-term success to your company.

• PPC marketing was created and revolutionized in less than a decade.As the industry is ever-changing , those who can continuously evolve their marketing can find great success.
• Search  engines have transformed how people find their information. As more consumers use search engines as their starting point for finding information,more advertisers will find success with search marketing
• The search process starts with a question.that question is translated into words by the searcher.Therefore ,keywords are individual thought processes.
• Every time someone does an action,there is an expectation of results.Meeting these expectations with both ad copy and landing pages helps increase your ppc marketing returns.
• Advertising is not advertising when it is information.When your ads help a searcher find the answer to their question,your CTR and Conversion rates often increase.
• On any search page there are three goals; the search engine's goal, the searcher's goal, and the advertiser's goal.Align your goal with your potential customer the searcher and success usually follows.

Landing pages Lead to New Customers

  when someone clicks on your ad,they are taken to your website. Usually this is the first brand interaction someone has with your company. Its your first chance to showcase your offer to that searcher.
             "Landing Page" is industry jargon for the first page a searcher views after clicking on your ad.It is rarely the home page of your site.It is usually the page within your website that is most logically connected to the search query.
            For instance, if someone conducted a search for "sony digital cameras," they would not want to be taken to Amazon.com home page.The home page does not have information about sony digital cameras. At best, the search results.A much better search experience would have the searcher taken to a page about sony digital cameras within amazon's website.
   Remember, most searchers do not know your website.the searcher does not have prior knowledge about your company.They arrived at your site after clicking on just 95 characters of ad copy. That small amount of text is all the information they have about your site before first visiting it.In fact,your ad copy is the only thing within your entire Adwords account that a searcher can see. therefore , that ad copy is crucial in setting the proper expectation for what the searcher will find after the click

The Psychology of Search

    One of the advantages of Online advertising is transparency of data to the advertiser.It is easy to track click-through rate,conversion rates,cost per conversions,total conversions,bounce rates, and more data points than anyone could ever analyze. The numbers can be overwhelming. Between the reports you can run in ad words,some simple Excel formulas, and your analytic s program,you can get buried in meaningless data.

              It is essential to look beyond the numbers and consider the individuals sitting at their anonymous keyboards conducting the searches.while numbers tell the story of your marketing,it is the actual people who can make your advertising profitable.

            since search marketing and Google ad words in particular is based around people using search engines,you must also think about how search engines are used in everyday life.understanding not only how people use search engines,but how they decide to click on an ad from the search page will help align your marketing efforts with the searches.Having someone arrive at your site is just one step in the equation your website must also be aligned with the searcher's interest so the searcher does not just browse your website but also becomes a new customer.

Google adwords Select Revolutionizes PPC

  February 2002 will always be remembered as the time when google forever changed pay-per-click advertising.Google launched Adwords select, which incorporated all of Goto.com's founding principles; however,in typical google fashion,they added their own twist to the auction model.
    On Goto.com, the more you paid,the higher your ad appeared in search results. that essentially made it so the company willing to pay the most had the highest visibility.Google's main advertising word was relevance, and they changed the ppc auction model to both increase relevance,and they changed the ppc auction model to both increase relevance for a searcher and to maximize how much money google made on a search results page.
                  Their twist was to incorporate click-through rates(ctr) in determining where an ad showed up in the results. they used  a very simple formula to determine ad position:maximum cpc(cost per click) multiplied by CTR

Yahoo vs Google

          In 2001, goto.com was awarded the patent entitled "system and method for influencing a position on  a search result list generated by a computer network search engine". This patent is the heart of PPC advertising technology.In april 2002 , overture sued Google over patent infringement.The lawsuit dragged on for two years, during which yahoo acquired Overture, until it was time for Google to transform into  a  Public company. Not wanting to go  public with a major law suit that threatened its revenue, Google finally settled with Yahoo by issuing 2.7 million share of stock in Exchange for  a perpetual  license to the  patient 

The origin of Google Adwords

In 1996, a small company was formed that would forever change the world of internet marketing.this company was called Idealab.It took two years of hard work and creative ideas before Bill Gross's company would launch Goto.com with a simple business model: Advertisers could choose to display their ads based on What a searcher was trying to find. A searcher would type a query into the search box and if advertisers chose to advertise on that word their ad would show in the search results. There were four simple concepts that made this business model revolutionary

           This first was relevance. a word  later adopted by google throughout their adwords program. showing ads based on what someone was actively seeking made these new search ads more relevant than anything previous displayed on the internet
             Advertisers would only choose to display their ads on keyword searches that were related to their products or services. since their ads would then only be shown when someone was searching for related information, these ads would help the searchers find what they were seeking.
              Before the days of PPC, the ads alongside  a search results page were often banner ads that had nothing to do with the search query.while these ads did gather many impressions, they were not relevant to the user and thus were rarely clicked.Advertisers were paying for exposure but were not receiving much traffic for their ad dollars.
               In the early days of google, before Adwords launched,the founders of google had been questioned many times by their investors about how they would eventually monetize their search engine.At that time, the founders did not have an answer; however, they held steadfast to the belief that at the moment someone was shown a page of search results.

What is ppc market

Every one having doubt about the ppc market so first we have to learn the ppc market.

what are the factors that influence the ppc market before  know that we have to understand the ppc means paid per click .Some interesting facts on the ppc is the first dollar spent on the ppc advertising is in 1998.After that so many companies spend their advertisement on this market . At present google earns more income on the ppc market.
          Once we have to manage more than 40,000 accounts in this ppc market.A company get leads through this advertisement without this we may go through the digital marketing.
        pay-per-click(ppc) advertising is effective because it mirrors the search process, and the two work seamlessly with each other.understanding the origins and evolution of ppc advertising will also given you a glimpse into its future, so you can continue to take advantage of this ever-expanding form of advertising

Google Adwords

Every one heard the word adwords so what is adwords here i said a points related to the adwords in google
Adwords means we have to pay the money to the google for our ads to display , in that we can use the google adwords account to create the ads.
so first we can sign in the account and launch our adwords account in google

HOW TO CREATE A FACEBOOK FAN PAGE

First before create the facebook fan page we have to create the facebook account in that we can give the all the details in the blanks and after that email or phone verification is there we should completed that process next we entered into the facebook profile in that we can see the create a new page just click that tab next proceed to content as we like after that we can give the permissions for the site as a admin or else moderator like that so we can improve the likes and see the daily results in the statitics page so we can know the traffic and where we get that traffic everything we can know that.

In that facebook we can improve the likes by using the paid market we should page the money to the facebook and get the daily links based on the money in that way we can promote the facebook fan page by using the ppc market in that we daily made the good traffic for our facebook fan page . According to the facebook here a developers site is inbuild in the facebook so that by using that developers site we can promote the apps and develop the apps by using that ppc network here ppc plays a major role in the facebook because our money turns into ads if any one click that ad we can paid for that ad in that way we can promote our business

what is insurance ?

people dont know the useful of having insurance it is of anytype but it is useful for the present situations.It create a life guarentee for the entire life and no need to worry about the money in the olden days so every minute we are happy for having the insurance . Based on this type insurance can be classified like
1) general insurance
2) health insurance
3) travel insurance
4)business insurance

Based on countries like the usa , uk germany they having the different insurance is there.
for example if we want a insurance for life it can be comes under the one life insurance in this insurance people claims for based on age.
they take the insurance for their children as some policies name like baby policy, money back policy in this variety they have different types of policies is there
  In india we have the insurance given companies like the life insurance corporation(lic)
it offers variety of policies for children to old people so it having the largest sector in the insurance industry.
so every citizen need the policy like us in the usa people having interest in taking the policies because life has no guarentee thats why they can  claim a best policy for their young ones.
In usa the people take policy not only for the life they can claim the policy for the cars , business, properties etc.even some interesting facts like they can claim policy for their pets also how funny people are but the given importance for their loved ones.