One of the easiest ways of finding relevant keywords that are producing results is by evaluating your

existing competition who are also promoting on Google Adwords and then sniping their keywords.

I begin by searching for the top 10-15 competitors in my niche, and evaluating what keywords trigger their

ads to appear within the search engine. This can take up a bit of time but it’s one of the easiest strategies

in locating the top keywords used in your niche. For example, I sell an ebook on affiliate marketing and

by evaluating the competition on sites like www.ClickBank.com I was able to pinpoint the keyword

phrases that buyers who have either already purchased

or are interested in purchasing my competitor’s guide

was likely to enter into the search engines.  By targeting these keywords, including my competitor’s

product title and even website URL, I am able to

instantly promote my own ebook to their customers.

Better yet, the costs to advertise to these customers

will often be much lower than advertising to a broader audience, as there are fewer marketers focusing on

incorporating their competitor’s product titles, and

URL’s into their campaigns keyword list.

And since this traffic will be highly targeted, after

all it’s based on potential customers actively

searching out a specific market, not only will by cost

per click be lower, but my click through rate will go

through the roof!

Here’s an example of how I would use an existing

competitor’s keywords to swipe their customers:

Commission Blueprint?

Don’t waste time and money.

Grab my proven formula instead.

www.MY-URL.com

Simply copy and paste this ad into your Google Adwords

account and modify it so that it targets every niche

market you are interested in promoting

And here’s another insider secret to choosing killer

keywords when creating your campaigns.

Rather than plugging in keywords that you generate from

free online keyword tools, focus on action based

keywords that are likely to be entered into the search

engine by people already on the verge of buying a

product in your market (not necessarily your own).

For example:

Purchase – KEYWORD HERE

Buy – KEYWORD HERE

Order – KEYWORD HERE

These people entering in a phrase like “Buy Parenting

Tips Revealed” are actively looking for a website that

will allow them to buy “Parenting tips revealed”, so it

only makes sense to focus on including these keywords

into your campaigns.

There is another another group worth focusing on.

People looking for more information or reviews and on

the verge of buying the product but need a bit more

reassurance.

You can find these people by incorporating specific

keywords used by people looking for information on

products or services they are considering buying,

including:

Review – KEYWORD HERE

Feedback – KEYWORD HERE

Testimonials – KEYWORD HERE

Anyone seeking out reviews on a particular product are

likely interested in purchasing it, hence why they are

researching the product. Keeping this in mind, if you

tailor your advertisements to focus on drawing in these

prospects, your conversion rates will be a lot higher

than with nearly any other campaign you create.

With Google Adwords, If you produce high click through

rate campaigns, your actual cost per click will be

reduced, giving you far more exposure at a lower cost.

Negative keywords

These keywords are ones that you specifically do NOT

want used to trigger your campaign ads, in fact, if

your ads appear when someone uses these keywords, it

will ultimately cost you money.

With negative keywords, you can eliminate everyone from

freebie seekers to unrelated searches from triggering

your ads, by simply entering in the keyword with a

negative symbol in front of it, like this:

-Free Tools

You absolutely need to spend some time entering in

negative keywords for each of your campaigns so that

you can pre-screen those who are able to see your ads

and subsequently, click on your links.

Depending on what you are promoting, your negative

keywords will vary but here are a few things to keep in

mind when coming up with your negative keyword list:

Searches for photos of your market (example: if you

were selling an ebook on real estate you wouldn’t want

people who are searching for virtual real estate

(website flipping) to be clicking on your ads. They

aren’t targeted enough to warrant paying for those

clicks and aren’t likely to convert into valid leads.

You also want to eliminate search strings for warez,

nulled products, free copies of the product you are

selling or promoting, or searches for unrelated

products and markets.

You should also integrate negative keywords for product

formats that are different from what you are offering.

For example, if your products are all digital based

(ebooks, online videos, etc), you could include the

negative term “Physical, Tangible” etc, and in reverse,

if you are offering a paperback version of an online

ebook, you could implement terms including “digital”,

“ebook”, into your negative keyword swipe file.

When you enter in negative keywords, you are

essentially filtering your traffic, ensuring that only

those genuinely interested and likely to purchase your

products are clicking through to your site, so the more

specific you are, the better.

If you have a difficult time coming up with potential

negative keywords, use Google’s keyword suggestion tool

available at:

https://adwords.google.com/select/main?cmd=KeywordSandb

You are able to enter in your primary keyword and

Googles Keyword Utility will provide you with stats and

data involving related keyword searches.

Visit the keyword tool and enter in your primary

keyword based on the product you are selling.

In my example, I entered in ‘dog training’, based on

the dog training report I am offering.

The results will provide me with a list of keywords

that relate to the term “dog training”, ranked by

relevance.

You will be able to locate negative keywords from this

list, so run each of your main product titles and well

as primary keyword phrases (the main ones for each

market) into the Google Keyword tool to view the

different keyword strings that you do not want to

target, then enter those into your negative keyword

swipe file.

This will also help you expand on your positive

keywords and phrases as well. Just run each niche

through the google keyword tool to create your swipe

files, you will use these on a regular basis later on.

One thing you want to do before you decide to use any

specific keywords is to use Googles Traffic Estimator

tool to determine how much traffic these keywords are

likely to generate.

https://adwords.google.com/select/TrafficEstimatorSandb

ox

Just download your list of keywords in text format, and

enter them into the text box on the Traffic Estimator

page, and the tool will show you estimated traffic

based on your entry.

This tool will also show you your estimated ad position

within the Sponsored listings, your estimated Cost Per

Click and your estimated Clicks per day based on the

different keywords you have entered.

In order to create a swipe file of potential keywords, you need to get used to going through a quick-step process, which involves evaluating potential keywords and creating a list of keywords and phrases that will attract your target audience.  Rather than spending a lot of time trying to rank for overly competitive keyword phrases, it’s always best to try alternative phrases, keywords that are still used by the majority of your customer base, but aren’t so competitive.  These are often referred to as ‘long tail keyword phrases’, because they consist of multiple words in one sentence, such as ‘ weight loss system for women’, or ‘golfing guide for newbies’.It all begins by using free tools and resources found online, including keyword evaluation tools such as http://www.Wordtracker.com , http://www.KeyCompete.com, http://www.Compete.com or Google’s Free Keyword Utility.Here is a quick start action plan to exploring potential keywords quickly and easily:

Visit: https://adwords.google.com/select/KeywordToolExternal

What you need to do is enter in a keyword phrase that describes your overall niche market.   (If you have a

squeeze page set up offering a free report on ‘Acne Cures”, you would lead off with “Acne Cures” as your

root keyword phrase).  When you enter keywords into the Google Keyword tool, you will be able to generate extended listings that

feature various keywords associated to the main keyword that you entered into the search box.  Sometimes it takes a bit of time to find a good number of solid keywords that you can use that aren’t so heavily targeted by competitors, but by using Google’s

Keyword tool, you will be able to generate hundreds of potential keywords for each niche market.

In Google Adwords, you are given the option of either creating a Keyword-Targeted campaign as well as a Site-

Targeted Campaign.  When you are just starting out with PPC marketing, I recommend choosing only to use keyword-targeted

campaigns and starting off with only a very few keyword groups. It’s not only easier to manage but it will help

you get your feet wet without going in too deep, too quickly.  With keyword-based campaigns, you can use broad and

phrase matches, and sometimes figuring out what yields the best results can be difficult.

I personally focus on phrase matching for the majority of my Adwords campaigns, so that specific keywords

entered into the search engines will trigger my ad to appear, rather than with phrase matching, where you

have less control over the keywords that may trigger your ad, and typically cost more since your

advertisements are likely to appear on a more frequent basis.  Try to be very specific with the keywords used in each

of your Pay Per Click campaigns, especially if you are new to PPC marketing.  You need to create campaigns that are highly targeted

and really communicate with your target prospect, otherwise you’ll end up with a high number of click

throughs and very little sales or leads.  Here are the different keyword groups that you can use

with your PPC campaigns:

Exact Match

This is when you use very specific keyword phrases that trigger your ad only when the entire keyword or phrase

is entered into the search engine.  For example, if you entered in the term “Parenting Tips”, your ad would appear only when a search engine user enters in “Parenting Tips”, in that exact order.  If they entered in simply “Parenting” or “Tips” your ad would not appear.

Exact matching is what we typically want to focus on when we are just learning PPC marketing, because it limits the chances of losing money with worthless clicks.  Remember, the more broad your keywords become, the more exposure you’ll receive but the higher the costs will be since you are paying for every single click to your ads.  For that reason alone, it’s always best to start off with exact matching, focusing on only a couple of campaigns and gaining experience monitoring results and tweaking your ads before opening the doors to more broader keyword phrases.

Phrase Match

With Phrase match, only when an entire keyword phrase is entered will your ad appear.  Just like in exact match, a user must enter in the entire phrase for your advertisements to be visible, however with Phrase matching there is a bit more flexibility involved.  Broad Match

With broad match, each time a user enters in any keyword phrase or string that features even one of your keywords, your ad would appear.  For example, if you were targeting the keyword phrase “Parenting Tips”, and someone simply entered in “Parenting”, your ads would be triggered to appear.

This is not an option I recommend to new PPC marketers, although it is the default option enabled within your account when you first sign up, so be sure to switch this to either Exact match or Phrase match before creating your campaign.When creating your keyword swipe files, you will want to use only the most targeted phrases possible.  A huge mistake that new PPC marketers make is increating massive keyword lists and plugging them into their Adwords accounts, believing that the more keywords targeted, the greater the chance of gaining exposure.  In reality, the more keywords assigned to each campaign, the more exposure you will receive however, the higher the cost of your campaign. (remember you are paying for each click you receive whether it converts into a sale or lead) Instead, by focusing on a very strict keyword list, you increase your chances that the clicks you receive will convert into quality visitors and paid customers, and as you become more experienced in PPC marketing, you can simply add additional keywords into each campaign as you go.

Gragg Advertising creates fantastic PPC Marketing, I highly suggest signing up for their Search Engine Marketing and Search Engine Optimization services!