The Secret Behind Optimized Keyword Marketing

Why Do Most AdWords Advertisers Get Optimized Keyword Marketing Completely Wrong?

To answer this question, you first have to know what Optimized Keyword Marketing means:

“Optimized Keyword Marketing means that your ads will show up for all relevant keywords and ONLY the relevant keywords.”

The reason why so many Google AdWords Advertisers get Optimized Keyword Marketing wrong is very simple.  Most AdWords users take shortcuts and most don’t know what they really have to do.  For some reason, too many people think that making money online is easy and takes no work. 

New AdWords users often think:

All I have to do is start buying targeted keywords on Google AdWords and see the cash rolling in. 

Nothing could be further from the truth.  Just buying targeted keywords does not have anything to do with an optimized keyword list.

Let me give you an actual example that we just encountered.

One of our clients is marketing a personal improvement product that is designed to help people get more out of life and live a better and more fullfilling life.  One of the key lessons of the book is focused on helping people develop a positive mental attitude. 

As a result, the client created an Ad Group and bought the keyword “positive attitude.”  However, at this point this Ad Group is not yet keyword optimized.  For effective optimized keyword marketing, you always have to go and find all of the negative keywords. 

In this case, looking up the negative keywords on WordTracker quickly revealed that lots of people are searching for:

• positive attitude dress
• positive attitude clothing line
• positive attitude brand
• positive attitude dresses

We quickly refined our clients Online Marketing efforts Group by adding the negative keywords to give him an optimizing keyword list and sure enough the ROI on his marketing spend increased significantly right away. 

We have lots of clients that have hundreds of Ad Groups and pruning each list to filter out the negative keywords does take time and most Google AdWors Advertisers don’t go through all the trouble. 

We say that’s great because as long as others don’t do it we will have an advantage and see a higher CTR and a higher ROI due to our optimized keyword marketing efforts.

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About the Author

Prior to MindValley Media, Mike was the Head of New Ventures Strategy at eBay where he conceived of the strategies that led to the investment in Craigslist, the launch of Kijiji.com and the acquisition of Skype. Mike has an MBA from Stanford and previously worked for the Boston Consulting Group. He is also a certified Google AdWords Professional.

Check out other posts by Mike

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