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 Reining

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