Bringing it all together after Amit's 1 keyword per ad suggestion
Submitted by chassm on Sat, 06/07/2008 - 07:08.
Hi Jeremy,
I'm beginning to understand this keyword lesson better now, however I'd like to get a little bit more input on a few points. Amit mentioned that to start with you should go with one keyword per ad and two ads per ad-group. So do I even bother inserting the long list of keywords that I come up with into my ad groups? If I'm only supposed to start with one keyword in an ad sounds like I'd be changing keywords a lot in these ads in order to test them. Do any of the tools mentioned in this lesson help with this?
The other thing is the part about starting wide and then going deep. I understand this point better now, but Amit mentioned that you should also use separate landing pages for keywords that seem to have potential as you start to go deep. Since we're not yet supper affiliates and most likely can't afford to produce keyword-specific content on the fly, would it be wrong to reuse the original landing page content and tailor it to the new "deep" keywords?
Thanks
Charlie.
Why couldn't you produce content on the fly?
Just because Amit has "people" doing some of his stuff
doesn't mean he started out this way. The fireworks-dreamweaver
combo is a very enabling toolset for this purpose. Putting up
a half dozen more keyword specific landing pages should not be
difficult or time consuming if you're using the same style sheets
with a couple of tweaks. Assuming you are knowledgeable about
your market, the content should not be a problem either.
As I understand it, Amit was
As I understand it, Amit was saying 'one keyword per ad group' meaning one ROOT keyword per ad group.
So if my root KW was 'lose weight quickly', I might have:
lose weight quickly diet
lose weight quickly plan
lose weight quickly exercises
lose weight quickly training
lose weight quickly tips
how to lose weight quickly
in one ad group.
Basically building around the root KW with modifiers, then splitting off the more popular variants when enough data has been collected.
You may end up with just one KW in an ad group - but not to start like that.
hmmmm
Well, that just makes it all that much more confusing now, if I were to do this it appears to me that I would be going deep with these keywords if I came up with variations of them in the same ad. So one keyword can only mean one keyword, I just don't remember this being the point he made, I guess I need to watch the video again.
I have collected about 200 keywords so far for the campaign I intend to launch, but I keep wondering too much about the connection between what was said about one keyword per ad, and then that keyword having to be in the ad copy and in the body copy of the landing page, so rotating keywords like this would be very time consuming since the body copy of the landing page would have to change as well.
Sorry, I hope I'm making sense... :)
A root keyword is a single
A root keyword is a single word. In the example above, the word "weight" is the root and everything else morphs it into a long-tail.
I think the distinction that needs to be made is going deep AFTER you discover the converting keywords. Get as many keywords as possible (Going Broad), run the campaign for about a month, and then start isolating the keywords that are converting. Now take those converting keywords and start adding more long-tails to THEM only (Going Deep).
So if I discovered from my 10,000 keywords that "losing weight quickly" happens to dwarf everything else in my campaign, I really should put it into its own adgroup and start going deep by adding long-tail keywords.
(Campaign)Lose Weight
-(AdGroup)Lose Weight Quickly
--(Keywords)lose weight quickly diet, lose weight quickly plan, etc.
Now at this point you have a choice, create a landing page for each keyword, or create a landing page for the entire group. If you're stuck at this phase, then test both approaches.