leadsupplier

so this is something i was thinking of last nite and something im still unsure about

say i had one broad match word "nike"

would that take the place of every other keyword that i would use that had the word nike in it?

so if i had the work nike as broad match would i still need to put in keywords like

nike shoes
online nike store
nike running shop..
etc..?

BlueYonder

I know you're giving us an example here, but you probably can't use the brand name Nike, or other brand names in your long tail keywords. Better read the advertisers' terms before you start bidding.

You would still use the other words as part of your long tail keyword, and create variations of such. The long tails you aim for would be specific phrases people search for such as "shopping for running shoes," "exercise shoes for women," "children's high top basketball sneakers," etc.

You need a lot of these long tail keywords, as people do all kinds of multi-word searches. The words between quotes are considered a single keyword, and the more words you use the fewer results you'll get, but better conversions because you're presenting targeted results for those doing searches.

I hope this answers your question. I really didn't understand your phrasing very well.

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FatalError

Thats not what he asked lol.

BlueYonder

Seriously, what did he ask? I thought he was asking if he could use Nike in his keywords and how to use long tails.

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FatalError

@OP
If you're using just 'nike' then google may or may not show your ad for 'red nike shoes' but theres a higher possibility if you use 'nike shoes'. So yes you just cannot use only 'nike' as broad keyword and expect a million impressions for all 'nike' related searches.

P.S. - You're wasting time if you're using broad keywords on google. YSM & MSN are different thing.

DTAlexONE

Can you elaborate on this please?

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leadsupplier

alright forget nike .. i didnt mean that to be used as a commercial term ..

i just have a keyword list right now and i have a broad match term like "nike" and i also have other keywords like "nike shoes" etc.., but the broad matched "nike" is generating a lot of phrases. some of which i have keywords for, some of which i dont

so i am sitll in the research phase and am wondering if i should eliminate "nike" from the list

FatalError

You'll get more replies if you remove that NSFW avatar. It sucks man!

DavidLerner

Are you kidding me... Way to not answer the question AT ALL.

On another note, I'm with DTAlexONE, could you elaborate on that FatalError?

Why are broads bad/don't work... I thought that if you wanted volume, the best thing was to use broads (not as broad as car, but like car insurance), and then use a whole bunch of negatives as you found out non-converting keywords in P202. I thought that would be a lot better than just exact matching or even broad matching a bunch of long-tail keywords.

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indianman

If you have enough money, run the broad keyword. You will get a lot of variations which you won't have likely known. The downside is that you will need to bid higher to outbid your competitors who may be using more targeted keywords.
e.g.: If you are bidding for "Nike" and your competitor is bidding for "Nike shoes 12"" and the user searches for "Nike shoes 12" online", you will have to bid more than your competitor to get the same position.
So, you should be prepared to bid high enough.

If you do not have enough money, bid high on buying keywords and non-informational (read that adjective again) long tail queries. Those will convert at a much higher rate, so it will be worth it. Once you start making money, you can think of bidding broader.

Fiver

What is a non-informational keyword? Can you give us some examples?

zorba

Some keywords indicate that a user is seeking information. Others indicate that the user is shopping. Users who are shopping will convert at a much higher rate than users who are seeking information, and thus you can pay a much higher CPC for keywords that indicate buying intent than for keywords that seek information and still be profitable.

Examples:
If I search for "nike sweatshops," "nike labor practices," "nike shoe factories," "nike coproration," "nike stock price," "nike china imports," or "why do nike shoes smell funny," I probably don't want to buy anything. I might see your ad and click on it... but only because anybody might. I have not expressed an actual desire to buy Nike shoes; I'm just an information seeker.

If I search for "buy nike shoes," "compare nike shoe prices," "nike shoe price," "nike shoes online," or "discount nike shoes," I want to buy. If I see an ad that advertises Nike shoes, I am very likely to click on it because I have expressed an actual desire to buy Nike shoes.

Chances are (I haven't run the research since I don't sell shoes, but this holds true in most markets) that "buy nike shoes" will be very expensive per click, while "nike labor practices" will be much cheaper. A broad match for "nike" will be in between -- as it's going to get a mixture of the buying-intent and non-buying-intent keywords. However, sometimes the most expensive keywords are that way because they're also the most profitable, so don't be put off by the high prices.

Of course, other times the most expensive keywords are just too competitive -- too many marketers bidding for the same stuff, so the price ends up so high none of them make money. It can be a case of the blind leading the blind.

The only way to know is to test.

GrindTim3

zorba +rep