adwords keywords question

You want to avoid "research" keywords (e.g. no purchase intent), but you have to expand beyond the basics. Besides "buy wine online" as a keyword, use different brands/styles as keywords, like "buy franzia online" (kidding on the brand...), "buy merlot", or even "Bernardus Chardonnay 2005".

whats wrong with a good box of franzia

I think there is no meaning in using keywords like "wine history" since these visitors will never buy but your CTR will drop.

Logically speaking, using "strong keywords" (known as head terms in the search engine marketing world) would be ideal for your campaign in terms of attracting relevant traffic, but it comes at the cost of paying a hefty price per click since competition is the fiercest for these types of keywords. As for bidding on terms like "wine history", it's almost certain that you won't even show up on the sponsored links - Google's gonna pin you with a $10 min bid since these are research type keywords (as johu mentioned) and they want to provide the best experience to users as possible by not showing sponsored links when people are unlikely to click on them (and may likely find them distracting).

What type of wine are you selling? Are there specific brands or names? For example, if you have some bottles of 2003 Cloudy Bay, you could bid on "2003 cloudy bay wine" or other "tail terms" of this sort. This would be a better way to enhance relevancy while minimizing upfront costs.

what the fuck is the point of this

The only explanation for your low impression count is that you must be stuck in the booneys for your sponsored search results (especially since you are bidding on the popular terms like "wine" and "buy wine"). My guess is that your listing shows up on page 7 or some other page where very few people end up going to. Since you're new to Adwords, it's going to be tough to get yourself ranked higher since your ranking is based on many factors such as quality score, bid and ad click through rate (number of times a user clicks on your ad divided by impressions). One way you can counter this is to increase your min bid to improve your sponsored search position to rank higher and get a higher click through. With a higher click through, you'll then be ranked higher and you can slowly dial down your bid to control your costs. You'll likely absorb losses upfront, but this would be considered an investment into your online wine campaign.

My advice would also be to do a back of the envelope analysis to determine your expected profit/loss based on your average cost per click and conversion rate. If you're making $10/bottle and you end up paying $1.50/click, approximately 1 in 6 users that arrive at your site will need to make a sale in order for you to break even. Is this realistic for you? Good luck and feel free to let me know if you have any questions.

You can create a very large list of keyword combinations using a tool like KeywordCombo
Add in your main 'wine' keywords, then add prefixes and suffixes words
eg add some 'buy' words as prefixes like:
discount
cheap
affordable
bargain
inexpensive
vintage
quality

Then add specific product keywords as suffixes eg:
merlot
reisiing
cabernet
champagne etc

then add vintage years and cities/states or whatever and you've built a monster list of hundreds or thousands of phrases easily, and the best part is they will be super targeted and many will have less ppc competion.


Andrew

Also, you can multiply up to 6 sets of words at a time, plus insert other words inside the phrases generated.

Revenue Wire has a free keyword tool that works like KeywordCombo ::

RevenueWire Keyword Manager - Now Updated for Vista!

Yep similar, both have a few different features. eg the free one doesn't let you insert words into result phrases. That's my favorite feature.


Andrew

There are at least 1000 wineries in Australia alone each making several blends and each blend with several vintages.

If I couldn't develop a targetted keyword list of more than 3000 keywords, I would eat my left testicle.

Forget Keyword Tools

Here is what to do to increase impressions and increase targetted traffic that actually BUYs WINE from you.

1 - Increase your audience:
Look for the keywords that are RELATED to wine. There are always many other keywords that are related to a given industry. For example "hair loss" is related to "baldness". Both contextually mean the same but Google will take them separate. This will help you increase your impressions tremendously as well as clicks. (But such step can increase JUNK Clicks as well on your website... Next step shows you how to stop JUNK clicks)

2 - Bifurcate your Audience:
Your audience can ALWAYS be bifurcated into different categories. For example, "hair loss" can be bifurcated in 2 types of audience - Hair loss in MEN and Hair loss in WOMEN. Rather than bidding directly on WINE with 1 simple ad, try customizing different ad for different audience.

Fluidc is right! If you are bidding on a Heavy traffic keyword like WINE, you must be on 7th page or something. Bifurcating your audience and reaching them with customized Ads for each audience will help you increase the impressions tremendously.

3 - Get into the Psychology of your Audience:
A MAN with Hair loss when sees an Ad which says "Hair Loss treatment for MEN" is more likely to Click and BUY thru your Ad. But he will almost never click on Ad like "Hair loss for Women". You need to get into the psychology of your audience. Imagine how they think and show them the Ad that Answers their thoughts. If I could read your mind right now... And I have precisely the product you need... then I will definitely make a sale.

This will help you increase your CTR.

4 - READY - TO - BUY Audience - Give them RED CARPET TREATMENT
A person who is searching with keyword "Buy wine" or anything close to that is basically ready with his Credit Card to pay you. He should be given a RED CARPET TREATMENT. Set a different Campaign / Adgroup for BUY keywords and customize the ads for these READY TO BUY People. A person who is ready to buy is also a different type of audience and this type exists in almost every industry online.

This will help you increase your SALES.

Hope this helps
Ricky
KeywordCountry.com

Bifurcate, is that the word of the day? It was certainly supervene to see such a word posted here of all places, well compared to the quotidian jocund oblations this place is known for. Hopefully the impecunious will take note.

beejeebers said:

Bifurcate, is that the word of the day? It was certainly supervene to see such a word posted here of all places, well compared to the quotidian jocund oblations this place is known for. Hopefully the impecunious will take note.

Click to expand...

LOL!! :thumbsup:

Gotta love this place, hehe

Good tips, KeywordCountry, cheers. I have to agree about terms like 'buy wine' etc, they're just too general and un-targeted. What I try to do is come up with lateral keywords; french wine baskets,[SIZE=-1] wine of the month, [/SIZE][SIZE=-1]sparkling[/SIZE] wine... etc, stuff like that.

Also a good tip is;
If you have a campaign in Adwords and it seems to be going nowhere, just pause it for a day. When you restart it, monitor closely the impressions/clicks to try and determine when your ad gets bumped down the rankings and why. Often, a restarted ad will initially get more exposure as Google re-determines your relevance.