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Keyword & Market Research crucial for Google AdWords success

Google AdWords Training

Attending Google training events is crucial to keeping up with developments

Google AdWords consulting for clients interested in Search Engine Marketing is a valuable addition to the work I do for them in SEO. I am fortunate to have been invited to attend the only two Google AdWords master classes that have been held in New Zealand so far. These full day events are designed to train AdWords Client Managers like myself to achieve Google AdWords success for the client.

The Google AdWords interface is quite complicated and I often see client accounts who have set up their own adverts and are paying more than they should be for keywords that are bringing in not only the wrong people but people who never wanted what they’re offering anyway! A click on your advert is no use if the viewer is in the wrong country looking for something completely unrelated because you didn’t set up your account correctly!

Google AdWords can work very well if properly set up and managed. If not, it can be very frustrating and an expensive waste of time and money! Proper analysis of the market and identifying the best search terms is essential to creating an effective advert.

You have probably seen adverts popping on websites for companies that are not in NZ and can’t possibly service any enquiries from here anyway. I know I sometimes see these on websites I manage. These are Google AdWords adverts that have been set up badly.

Keyword and Market Research

Absolutely crucial for your Google AdWords campaign, keyword research can make or break you. If you were selling NZ-branded Jandals online to the whole world, you’d need to know that outside NZ, no other country calls them “Jandals” (Jandals is a brand name patented in 1957). Around the world, they are variously known as; flip-flops, hawaii chappal, thongs, Plakkies, slip-slops, go-aheads, chinelo, sandália, Havaianas, tsinelas, step-ins, slippers, sayonares, japonki, vietnamki and Japanese sandals (zōri). Wikipedia can be useful for keyword research as well!

Without this keyword and market research, the client would be missing out on a huge number of potential customers globally.

Sometimes a client will market their business under a particular catch-phrase or term that is designed to make them sound professional, up-market, affordable or perhaps to appeal to a particular demographic. However, using the same search term in Google AdWords might be ineffective or perhaps even detrimental to the adverts performance. For instance, if we decided to call ourselves “Interweb Stylists” instead of “Web Designers” and then used that keyword in our AdWords adverts, it would perform pretty poorly, cost more and be a general waste of time.

Summary

While proper market and keyword research is the basis of a successful Google AdWords campaign, there are many other factors that need to be attended to for the best results, such as;

  • Bidding Strategies
  • Content Network Optimisation
  • Keyword Match Types
  • Placement Performance Analysis
  • Negative Keywords
  • Campaign Reach
  • Split Testing
  • Landing Page Optimisation
  • Conversion Tracking
  • Geo-Targeting
  • Smartphone Optimisation

Above are just a few of the things that need to be considered for an effective Google AdWords campaign. To get the best results with your CPC (cost-per-click) advertising, call us on 0800 627 546, email adwords@energise.co.nz or contact us via our online form.

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