Some pay per click advertisers go crazy on keywords. By that I mean they select a list of keywords loosely related to their ad and make sure all of those keywords are used in their optimization efforts. It’s like a “wish list” of words you hope searchers will find your ad by. But that isn’t the best approach.
You’ll do better, especially if you are new to pay per click, to pick just a handful of keywords that are directly related to the content in your ads and use only those keywords. Make all other keywords inactive. For instance, if you are selling blue widgets and your pay per click ad states that you have blue widgets made in China then you likely want to keep your keyword list small and related only to blue widgets. Useful keywords might include:
- widgets
- blue widgets
- widgets made China
- widgets in China
That’s your starting list. Next, take your list and make the keywords more specific by narrowing the match types, like this:
- [blue widgets]
- [widgets made China]
- [widgets in China]
You might also throw in a few, only a few, variations, such as:
- Chinese widgets
- Chinese blue widgets
- [Chinese widgets]
- [Chinese blue widgets]
Don’t get carried away with this. The idea is to keep your keyword list small and to use only keywords that are related directly to the words in your pay per click ad. You can expand on this list later.
