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Adam Randall
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Aidan, post: 15248 wrote:
Adam, are you completely mad or looking to test the SEO/SEM guys around here?

The whole point of PPC (such as Adwords) is to connect, in the most efficient way possible, with people looking for the products or services you sell.

If you sell tennis shoes you would create adgroups (ad variations and their related keywords) around the things you sell, so you might have a group for ‘nike tennis shoes’ another for ‘discount tennis shoes’ and another for ‘ladies tennis shoes’. (I could go on and on…)

Those adgroups would ONLY have keywords DIRECTLY related to the product on offer. i.e. they would not have spurious KW’s such as ‘Paddington Council’ or indeed any other council, borough, city, county, country or continent or any other completely unrelated word such as ‘humpback whale’.

We’re not selling paddington councils or humpback whales. – We’re selling lighting production services!

Anybody looking to try Adwords – for God’s sakes please do not go putting unrelated words into your campaigns just because you think they may have some searchers! You would be breaching every known code of advertising and risking a ban from using Google!

No need to get hysterical, sometimes there may be reasons for putting seemingly non connected key phrases into an add campaign, what I am trying to point out is that if it was in there instead of completely dismissing it, you should look at the historical numbers to see if it was indeed a poor choice or not.

As mentioned before it does not really matter if a couple of key phrases that have no bearing get into an ad campaign because the click through rates will be poor to non existent and google will disable them.

I have no clue why people would or would not search for a given phrase for whatever it is you do. Maybe you need council approval for erecting outdoor lighting events and the company is in Paddington, maybe they are trying to catch the people doing searches on council regulations for lighting in public places or 1000 other legitimate reasons.

What I do know from a substantial amount of experience in this area is that sometimes phrases that have nothing to do with a particular product on the surface sometimes actually do and sometimes a phrase that is not meant to be in the campaign does no harm anyway because it will be quickly disabled by Google because it does not work.