Question: Why was it showing just Dogs boarding resulting while the keywords typed were Animal boarding
Question: How about choosing the bid amount…popular keywords tend to have higher bids that might not be optimal ROI….what’s your advise for start ups firms on this
Question: When is it advisable to use Display network?
Answer: Question One: Google AdWords ‘snoops’ at your search behavior, and will show an AdWord form a “former keyword search” – this is one of its advantages as an advertiser – your ads show across searches, so you get some repetition…
Bid strategy – try to focus on “unexploited niches” for best results (easier said than done), but you are right ‘common’ search terms get bid up quite high, so you have to find hidden nuggets. This might be long tail search terms, or ways of thinking about a search that others haven’t thought of yet. I have a project for an SF hospital for example, and many searches are around the word ‘Doctor’ as well as ‘Best’ but most hospitals and competitors think about the condition a person has, or the treatment. So optimizing around the words ‘best’ and ‘doctor’ tends to produce a better click through rate, and higher conversion rate. Riches are in the niches.
Display network is akin to putting ads in a magazine. People are BROWSING – their email, the New York Times, a blog, etc. – so your ad in a way is NOT what they are looking for; it’s adjacent to that. So the Display Network works best when you have an offer that you want to promote (example: seminar for weight loss) that they might NOT be searching for. Think of the Display Network as running a magazine ad; Google search is more a true ‘search’ ad, being generated by a specific query, when someone is specifically looking for your keywords.
Got a question? Click this link to email Jason or call 888-993-1122. Dr. Jason McDonald is founder and Senior SEO / Social Media Director of the JM Internet Group. He teaches the SEO training classes for the group, and therefore provides most of the SEO tips for this blog. His goal with this blog is to provide an easy 'one-stop shop' for the busy marketer looking for tips, tricks, and secrets on how to get to the top of Google and Bing for free using proven SEO tactics. When not dreaming up SEO tips, Dr. McDonald lives in the San Francisco Bay Area with his wife, two dogs, a cat, four iguanas and twelve children (just kidding). Really you read down to the bio on this guy? Enjoy the blog.
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