How to use Google Keyword Tool

Google keyword tool is free and helps its advertisers find the most relevant keywords to their business.  By showing relevant ads, Google maintains relevance for its ads, customers are happier and online advertisers get targeted customers.

Make most of this keyword tool by:

Start with broad keywords first, then narrow to keywords more relevant to your business

  • Type in your keywords into the “Find keywords” box.  If you have existing campaigns or ad groups, specify the most relevant to the keywords you are entering.  This will enable the keyword tool to find more relevant keywords

find keywords box in google keyword tool

  • Further narrow down by country, languages and devices using the “Advanced options and filters”
  • Press “Search”
  • A new Beta tab introduced in April 2012 called “Ad group ideas” nicely groups the keywords into themes, making it far easier than before in going through the large lists of keywords previously displayed, still available in the “Keywords ideas” tab.  This new tab might also give ideas on new ad groups which might be useful for your campaign.

 new ad group ideas tab in google keyword tool

 

  • Find the most relevant theme and sort by “Local monthly searches”, if required.
  • Now tick the boxes will save them to the “Saved ideas” box on the bottom left.  By clicking the “View in Traffic estimator”, you will also be able to see the traffic you might get from these keywords, and the amount to pay.  From April 2012, these estimates will be based on your existing campaign historic CTR and Quality score, to give better figures.

saved ideas box in google keyword tool

  • A very useful feature is to refine your list by specifying terms in the “include terms” / “exclude terms” box

 include exclude terms in google keyword tool

  • Further refinement is available using the “match types” of broad/exact/phrase

Identify negative keywords as you run through the keywords and add them to your negative keywords list.  For example you sell angry bird toys, but not angry bird coloring books.  So adding books as a negative keyword will prevent your ads from showing thus saving you money and also keeping your keywords quality score high as your ads  click through rate is higher.

  1.   Use the same steps above to further explore on negative keywords

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Google new “Display Network” tab, Next-Gen Keyword Contextual Targeting

In the next few weeks Google Adwords will be rolling out a new tab for the Display Network, which is used to display text/image/video ads on Google Display Network, seen below:

google display newtork targeting

 

What is key to this upgrade is the ability now to refine target at the keyword level, which is previously only limited to ad group themes.  This uses their new technology called Next-Gen Keyword Contextual Targeting.  In the past we can only bid to the ad group level.  What this change will bring is the ability to target keywords so that higher performing (be it branding or conversions) keywords can have their bids increased and vice versa.

This will certainly improve targeting capability almost close to search level accuracy and bidding.  Close to because users are still keying in keywords in search network while contextual content needs to be evaluated by Google Adwords new Next-Gen Keyword Contextual Targeting.

With the ability to further refine targeting

  • placements (websites)
  • topics (targeting topics users are interested in)
  • interests (what the page is about)
  • remarketing (the ability to target users who already been to your side but didnt convert)

this certainly brings Google Adwords display network targeting even further ahead of Facebook display targeting which is in my opinion very hard to define a context as there really isnt much of a theme in a Facebook status updates page.

Also notice below the targeting options (keywords, placements, topics, interests and remarketing) are now more easily accessible as seen below:

placements-placements-topics-interests

Certainly cant wait to try out how this Display Network tab using their new Next-Gen Keyword Contextual Targeting will ease our tasks of optimizing client accounts.

27% CAGR growth in Search Advertising in Singapore

In the first half of 2011, companies paid S$60.31million (US$48 million) for digital ads here, making up 8% of the total advertising expenditure in Singapore.

Jointly commissioned by the Media Development Authority (MDA) and the IAB SE Asia, Singapore Chapter, the IAB online advertising revenue report for first half of 2011 was compiled by PricewaterhouseCoopers.

For Display advertising (banners etc), CAGR growth was at 15% over the 24-months period ended 30 June, 2011.

Technology and telecommunications, travel and leisure, financial services, business services, and property sectors especially found online advertising useful. This is likely because their target customers are more likely online.

The share of ‘internet advertising market’ to the ‘total advertising market’ (including traditional and digital media) in Singapore is comparatively lower than the other developed markets including the UK, US, Australia and Japan.

Search advertising at 39.80% is now close to Display advertising at 51.05%, which to me is a good sign that companies are starting to appreciate the better targeting of search advertising.

More ads in Yahoo mail, expect a fight back with Google and Facebook

The following ad in Yahoo mail recently caught my attention and I subsequently submitted an idea for the challenge, an app that makes use of data in ACRA, LTA etc to provides locations of shops, restaurants, bus stops etc to provide more accurate data than Google Maps.

Ideas4Apps Yahoo mail ad

“Initiated by data.gov.sg, a government portal which contains over 6,000 datasets from over 50 government agencies, the Challenge aims to encourage a culture of creativity and innovation to help improve the way we live, study, work and play in Singapore.”

That aside, what caught my attention too is that Yahoo is getting more aggressive on advertising its own Search Marketing solutions.  The following is an ad by Yahoo in Yahoo mail:

Yahoo $1 a day ad

And more ads are also being noticed in Yahoo mail now on the side of the reading pane:

Yahoo side pane ad

Yahoo smaler side pane ad

 

Yahoo, the former U.S. display-ad leader, which was overtaken by Facebook last year, should see its display-ad revenue grow to $1.5 billion next year from $1.4 billion this year, according to data from eMarketer.  Google is currently trailing Facebook but may surpass Facebook in 2013.

Expect a fight from Yahoo, which hired Chief Executive Scott Thompson last month in a bid to help the company revamp its operations, in the display advertising space.

Share your negative keywords & placements across Adwords campaigns

Previously, negative keywords and placement exclusion lists are done in the “Keywords” and “Networks” tabs respectively.

Example: lets say you sell wines but do not sell brands like “Armand de Brignac”, “Red Bicyclette” and “Tavernello”.  You can then create a negative keyword list called “Excluded Wine brands” and use it across campaigns.

   

Now, these negative keyword lists and placement exclusions lists can be created in the AdWords left navigation panel called the “Shared library”.

http://www.iconversing.com/wp-admin/post.php?post=1145&action=edit

This is the same concept developers used, sharing codes across multiple implementations.  So in Adwords context, negative keywords and placement exclusions can easily be updated in this single place and it will automatically be applied across multiple campaigns.

Really ease management of negative keywords and excluded placement, hope it will be extended to managing across different ad groups.  Do you think that will be useful?  Leave a comment.

Adwords defaulting ad rotation to “Optimize for conversions” in Feb 2012

In late February 2012, campaigns with “Bidding options” set to “Conversion Optimizer” or “Enhanced CPC” will have their “Ad rotation” defaulted to “Optimize for conversions” instead of current “Optimize for clicks”.

 

 

Campaigns using Conversion Optimizer or Enhanced CPC with “ad rotation” set to “Rotate: Show ads more evenly” will remain unchanged.

This change does align both “Bidding options” purpose with “Ad rotation” to focus on conversions and CPA for advertisers using “Conversion Optimizer” or “Enhanced CPC”.

Google also mentioned “our studies have shown that campaigns moving from “Optimize for clicks” to “Optimize for conversions” see a 5% increase in conversions on average.”

Advertisers can still opt out of this change before February 14th, 2012.

SEO by Long tail keywords

Great infographic by SEObook.

Impact of Google’s updates on Adwords:

  • Can’t target mis-spelled keywords: Choosing misspelled keywords on Adwords will not be useful anymore as Google will auto suggest/correct the spelling using Google Instant and Google spelling correction respectively.

 

  • Adwords Ads get more space: With Google Places, larger listings for official sites and Adwords ads, organic/SEO sites get further pushed down, again favoring paid Adwords ads

 

  • More keyword information for Adwords users : For signed in Google account users, the keywords information will be “not set” when viewed through Google Analytics.  However they will still be visible if using Adwords, “Keywords” tab, “See search terms”.  This favours investment in Adwords over SEO to a certain extent .

 

How Google Killed the Longtail Infographic.

Infographic by SEO Book

Review of 11 Digital Marketing Trends

BRITE Mar 2011 Conference

Steve Rubel, SVP Director of Insights @ Edelman Digital,  on 11 digital marketing trends

Here’s a review of what was mentioned back in Mar:

  1. Attentiononomics
    • lots of content, limited time
    • need to realize the value of attention, and not just reach and impressions, in driving conversions
    • visualizations help e.g. gaming
    • where, how, who, when to engage consumers
  2. Digital curation
    • separate art from junk
    • every brand can be a curator
    • collaborate and socialize to generate additional equity
  3. Developer engagement
    • developers drive innovation e.g. Angry birds
    • make your assets available to them e.g. content, data
  4. Transmedia storytelling
    • humans love stories
    • help audience connect the dots e.g. google search, twitter to get to any part of the story you want to tell
  5. Thought leadership
    • propagate new ideas and engage in meaningful conversations around them
  6. Integration
    • need to build collaboration across departments
  7. Ubiquitous social computing
    • optimise content for mobility
  8. Location based services
    • facebook and foursquare
    • local, social, photo, mobile
  9. Social media schizophrenia
    • more people now understand tweets and facebook
    • don’t force them to use any particular channel
  10. Google strikes back
    • “google could prove in 2011 that the best way to beat facebook and twitter is to do what they do best – index them to pieces”
    • create regionally, contextually relevant
    • “if you are not creating quality content that is socially discoverable, you will not be found on google, end of story”
  11. Social web site
    • users expect social functionality

Google Analytics Premium launched, enterprise grade

Google Analytics Premium, enterprise grade Google Analytics is now being used by some of the world’s most well-known organizations like Gucci, Travelocity, TransUnion, eHarmony and others.

It includes:

  1. 24/7 live customer support and dedicated account manager
  2. access to all data
  3. attribution modeling to understand the full value of all channels in your media mix
  4. rich dashboards and visualizations, advanced segmentations
  5. Service Level Agreement of 99.9% for data collection

 

How much does Google Analytics Premium cost?
$150,000 $USD a year

 

Google AdWords for video launched

In the past ad campaigns in YouTube lacked the targeting capabilities found in Google AdWords.

Now with Google Adwords for video, advertisers can do comprehensive targeting options such as demographics, keyword, interest categories, topics, and specific publisher placements similar as in Google Adwords.

Google Adwords is also offering a $100 coupon for AdWords when you sign up as a new customer!

Advertisers can now link their Youtube accounts to their Adwords accounts and managed from the Adwords interface.

Link youtube account to adwords

It offers 4 formats:

TrueView In-stream: Ads play as a pre-, mid- or post-roll of YouTube partner videos of all lengths

TrueView In-search: Based on keyword and category searches, ads rise to the top of Promoted Video search results

TrueView In-display: Against related content across YouTube videos and the Google Display Network

TrueView In-slate: Ads play before long-form YouTube partner videos over 10 minutes

 

 

Then advertisers will be able to use the power of Google Analytics to measure performance:

Measure Google Adwords for Video in Google Analytics

 

Let us know your comments on it!