Google stopped running ads for SOME --NOT ALL-- SPECIFIC SEARCH WORDS that few people put into Google search. Google makes more money with higher Cost Per Click when more advertisers compete for search keywords.
This newsletter shows how to identify SPECIFIC SEARCH WORDS that Google still runs ads for with the least work.
You pay Google less and get more Clicks when you build Ad Groups for SPECIFIC SEARCH KEYWORDS.
SPECIFIC SEARCH WORDS have a lower Cost Per Click, because there are fewer competing advertisers.
Ad Groups for SPECIFIC SEARCH WORDS show people the specialty services and products that they're looking for.
See Separate Strategies for the Following:
Service Professionals (Chiropractors, Plumbers .. )
Product Businesses.
BROAD MATCH MODIFIED KEYWORDS
Search Keywords Strategy for Service Professionals
Google stopped running ads for SOME--NOT ALL--SPECIFIC SEARCH WORDS such as CHIROPRACTOR BACK PAIN.
Sometimes Google runs ads. Sometimes they don't.
The only way you can tell is to look at the IMPRESSIONS column for the last 30 days after you run ads.
Here's a simple way to run ads immediately, while finding out which SPECIFIC SEARCH WORDS that Google runs ads for.
First, build one Ad Group for your professional service, such as CHIROPRACTORS.
Then build a second Ad Group for CHIROPRACTORS NEAR ME.
Let those two Ad Groups run for 30 days (or more)
Then select YOUR CAMPAIGN, then Click KEYWORDS, then Click SEARCH TERMS
To see a list of the search words
That people actually put into Search
And that Google actually ran ads for in the last 30 days (or more).
Now you know which Ad Groups to build next for the keywords without wasting time. For example:
CHIROPRACTOR SEARCHWORD1
CHIROPRACTOR SEARCHWORD2
CHIROPRACTOR SEARCHWORD3
Bid the Ad Groups CHIROPRACTOR SEARCHWORD
Higher than Ad Groups CHIROPRACTORS and CHIROPRACTORS NEAR ME.
Otherwise Google will run the general ad inside the CHIROPRACTOR Ad Group.
You pay less for the more SPECIFIC SEARCHWORD Ad Groups, because fewer competitors run ads for the more specific keywords
And your customer sees your ad promoting your specialty service
While the other competing ads that they see aren't specific for the service that they're looking for.
Search Keywords Strategy for Product Ads
Google stopped running ads for SOME--NOT ALL--SPECIFIC PRODUCT MODEL NUMBERS that people search for rarely.
First, build an Ad Group for MANUFACTURER PRODUCT-TYPE for exampleSAMSUNG MONITORS
Put the Keywords "samsung monitor" and [samsung monitor] into that Ad Group
Write these words into ad copy
Samsung Monitors into Headline 1 of the ad.
Why buying your products is better than competitors in Headline 2
We Sell Most Models including --state most important model numbers --in Description 1
Ad Clicks to your Web page that lists all your Samsung model number links.
Run this Ad Group for 30 days (or more)
Look at YOUR CAMPAIGN > KEYWORDS > SEARCH TERMS
To see the Model Numbers
That people actually put into search
And that Google actually ran ads for that included the words SAMSUNG MONITORS plus a Model Number.
Build an Ad Group for SAMSUNG MODEL-NUMBER with the ad linking to your specific model Web page
Bid the SAMSUNG MODEL-NUMBER Ad Group
Higher than Ad Group SAMSUNG MONITORS.
Otherwise Google will run the general SAMSUNG MONITORS ad.
You'll pay less because few competitors run specific ads for your model number
And customers see your ad promoting your specific model number
While competing ads are not specific to your model number which they are looking for.
Google no longer allows BROAD MATCH MODIFIED KEYWORDS +searchword1 +searchword2
Google will continue to run your existing BROAD MATCH MODIFIED KEYWORDS,
But will soon convert them to PHRASE MATCH.
For your new Ad Groups,
Enter the PHRASE MATCH KEYWORDS "searchword1 searchword2"
Plus the EXACT MATCH KEYWORDS [searchword1 searchword2].-- as you did before.
Do Not enter BROAD MATCH KEYWORDS searchword1 searchword2 with no punctuation.
SUMMARY
You pay a lower Cost Per Click when you run Ad Groups with SPECIFIC SEARCH KEYWORDS.
You get more Clicks because your ads show people the specific product or service that they're looking for.