How To Do your keyword research



    Use the excellent, free keyword tools provided by Google. http://www.google.com/insights/search/ https://adwords.google.co.uk/select/KeywordToolExternal https://adwords.google.co.uk/select/TrafficEstimatorSandbox. Though bear in mind that the AdWords Traffic Estimator Is Not Necessarily Very Accurate. If you have a big online competitor that already runs a Google AdWords campaign, check out: http://www.keywordspy.com/ to give you a good idea of the adverts and keyword that are already working well for them (well – not strictly true – it gives you an idea of the keywords which they think are working for them – which is not always the same thing…)!
  1. Make Your Website As Good As It Can Be.
  2. Don't force new customers to register before allowing them to pay for their order! Small changes can improve your conversion rate substantially, meaning, for the same AdWords spend you can make more sales or generate more leads. For one example of how a small change to your web site can make a big change in your conversion rate see the following post How A PPCNI Client Improved Sales By 16.2% By Altering Their Checkout Process Slightly. Of course, your checkout process is only small part of you web site, and there are many other areas that need to be looked at to improve your conversion rate. A good place to start is the following document from Google: www.google.co.uk/intl/en/landing/conversion/make_your_website_work.pdf Other sites worth checking out: http://www.marketingexperiments.com/ http://www.getelastic.com/
  3. Use Conversion Tracking.
  4. At the very least you need to track how much each lead or sale is costing you, and if you have an eCommerce site, make sure your shopping cart passes data to AdWords and Analytics. This way you will be able to see (almost) exactly what your return on investment is for individual AdWords adverts and keywords, and which traffic sources are worth most to you: goo.gl/ZIMXM
  5. Use Google Analytics.
  6. You’ll be able to tell how much each visitor from each source is worth to you (not just your AdWords traffic). You’ll also be able to see where people are coming from, and where they are leaving your site from, and reporting on organic traffic may throw up some great new keywords for your AdWords campaigns. If you have e-commerce tracking set up, it can also show clients details of sales that can be indirectly attributed to AdWords e.g. an increase in sales related to searches on their company name as shown above. http://www.google.com/analytics/

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