Number One on Google - Is it Worth the Money?
October 31st, 2008 . by adminWould it surprise you to learn that the game of keywords advertising on Google does not reward you for the highest bids? (Source: Perry Marshall, Chris Carpenter, Bruce Berman, Google tutorials, other…). Right away, the question for us all becomes this: is it worth the money to bid on keywords to get to number one position?
Let’s pause here and ask some totally different questions. We’ll get back to this primal question, I promise. Here we go:
- Who is your customer? What are they really interested in finding out that relates to your opp?
- On your opportunity/splash page content, what are the themes, context, content and words?
- If you listed all those words or phrases, do they connect with your customer’s interest or yours?
- How high should your bid go on what seem to be the most vital keywords about your opp?
I won’t get real technical here, I’ve been through the torture of tech coaching on this, so I’ll keep this really simple. Google rankings reward relevance. I call it context: if you are selling a real estate course, it is not relevant to link to paid surveys. It will also not help you to write the words “real estate” five hundred times in your content and bid $7.33 per click to get number one position. Besides, is your customer interested in “real estate” or are they looking for “Santa Monica bay condos?” Put yourself in their shoes…what are they looking for. Find words, verbs, phrases, that relate to what they might search for. Consistent themes point to context. Google calls this relevance.
Relevance and context go hand in hand. When I finally got number one on Google for several important keywords, I realized that what I had accomplished had NOTHING to do with those keywords! This is important, read that again. What happened was I had captured a GROUP of keywords, all with reasonably modest bids, that ALSO were reflected, mentioned, used, or described WITHIN the target website AND in the link or links. That pumps you up the line…relevance (I call it context) of words and ideas are complimenting the theme of your page with specific words mentioned ON the page you are advertising. To prove this, I compared high bids (some were three times mine) on my top 3 keywords. I maintained number one position even though I was outbid…why? Because the context of my site related to the ad, related to the link, related to the words bid, related to the words ON the actual site.
This brings us to the list I mentioned above. I found out some of my list of keywords had nothing to do with my customers’ interest. How do you know? Easy…after some days you’ll look at the keywords tab in Google AdWords and see if they got any clicks, or any impressions. If both columns are zero…you have a dead keyword. Get rid of it until you modify your campaign to folks that might relate to those words. Trim it down. Keep it simple. I ended up with 43 keywords, of those less than a dozen are probably even worth my time.
Last bullet point above is about how high to go on the bids? You will have brutal competition with others for your chosen opportunity as it relates to keywords. Count on it. I was outbid nearly every day! But, your advantage is to locate the COMBINATION of keywords that can ALL be found somewhere on your site AND on the link(s) or with complimentary context to your primary site. To answer the question is both simple and subtle: net profit equals payout/sale/commission resulting from a CONVERTED sale minus the total costs of that campaign and related overhead/subscription costs of your opp.
Balance that against the high bids and it boils down to guesswork: do I bump my bid on “Santa Monica” up 25 cents to $1.75 per click when my competitor pays $5.76? You won’t know until you try. The next bidder up may be at $1.85 and you could end up being second or third on Google even staying at $1.75. My point is this…do NOT go for the HIGHEST bid when it gets so crazy you end up swallowing you ad budget. Focus instead on a reasonable guess (Google will red tag your bids to show if you need to bump it up to even be considered), track the clicks and impressions, and make modest adjustments before competing with the desperate opp owner who pays over $10 per click on ONE keyword…that doesn’t make sense unless you either have a large payout or generous conversion levels.
For my money, I go back to point one. What do my customers want? I am not going to SELL them with a keyword. I will reach them with a COMBINATION of phrases, goals, ideas, specific features if that matches their search. You know that…so quit throwing money at Google, and do your research first! That includes a very objective look at your opp website concepts, context, and words. Best wishes!
For more details, I will answer sincere inquiries: Webmaster@AboutETFs.com Thanks for reading!
Lance Bischoff - Colorado USA (representing http://AboutETFs.com )