Definitions:
Using a keyword with the exact option: Only people who type in your keyword or words will see the ad.
Example: tech support
Only the people who search for "tech support" will see the ad. The people searching for "I want tech support" will not see the ad.
Using a keyword or words with the phrase option. Only customers who search for "tech support" grouped together in a phrase will see your ad. I want tech support..yes they will see it, but "I want tech for support of my computer" for example will not see it because the words are not together.
Using a keyword or keywords with the broad option. Customers will see your ad whenever the two words tech and support appear in a page. I want to goto my uncle for tech talk and figuring out our support options.
What are the best options?
Start out with exact, check your click throughs and your bounce rate (Google Analze)
Then enable also phrase. Only a traffic analyzer will show you the search phrases the customer used to find your website, since the search engine report only shows you the click throughs and impressions for the phrase, like "tech support" 10 clicks. But what you want to know is the whole search term the customer used, because it give you a better feeling which keywords to ad and optimize.
In your traffic analyzer you will see search terms like "dell tech support" or "reboot help tech support free"
Hmmm. Am I really interested in the word "free"? No, I might be not, so I put it in the exclude list. The exclude list includes all the words my ad is not shown for phrase and broad searches. In my case for example "free, employment, manuals" and so on.
Another reason why you want to put a real time traffic analyzer between your website and the search engine is money.
Can you afford to wait 24 hours to optimize your keywords and definitions ?
Might cost you $150 and a high bounce rate and low conversions.
With a real time traffic analzer costing $20 a month you can remedy the situation right away after lets say an hour. For example, you advertise and suddenly in your realtime traffic analyzer you see the phrase tech.support@p....com. Hmm..Having had experience with customers from p....com before, I do not want to get those customers. 7 click throughs already...about $9 waisted after only 3 hours. So I take action and put tech.support@p....com in my exclude list. Problem solved, next problem please...time is $, especially with advertising.
Last edited on Tue Apr 11th, 2006 11:33 pm by andyadmin
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Andy Barth
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