The next tool I use is Google Trends. This tool provides information on, not only how the keyword is performing, but how the keyword is performing for each country. You can click on the links of the countries and see whether there is more information associated with that country. If there is, I will include it into my campaign as a country to market to. If I don't see any results, I will not include. It is your choice how you want to use this tool. If you get results by clicking on the country, you will see what sub regions and cities have an interest. If you want to market to certain cities, this would be one tool you can use as well as Google Insights. For my keyword, "starting a small business", I see the United States and United Kingdom are two countries that have an interest in this keyword.Improving Return On Investment (ROI) :
Once you have your campaign up and running, you will need to track your account stats. Check on your stats and create customized reports. Keep a close eye on your keywords. If you have a limit of $3.00 per lead, then any keyword that is $4.00 and above, shutdown or delete. This enables you to stay within you budget. Monitor closely your campaign; especially in the beginning. Monitor your ads and websites. Add keywords and add negatives as you are monitoring your campaign. To include additional keywords, often times, I will input the keywords into the Google keyword tool that were generated when I first entered my primary keyword. You can either add them to the same ad group or create another ad group. I like to create another ad group just to separate the various keywords in their own group.
Over time, you should start to see which keywords are your money keywords; the ones generating you the most clicks, conversions, and return on investment. Often, I will use the money keywords to create a separate campaign. If you are using Search, you have to pause or delete the keyword from its original campaign. If you are using Content, the keyword can remain within its original campaign. But, try to avoid using duplicate keywords. Google only shows one ad per advertiser on a particular keyword. There is no need to duplicate keywords in different ad groups or campaigns. By doing this, you enhance the performance of your campaign. Because you know which ads, keywords, and website is working, you should generate more leads and conversions.
With everything that was just explained, your cost per lead should be around $3.00 and you should be generating revenue and profits, which means you are generating pay per click free leads. I know that the research seems to be a lot of work, but the work is necessary. The initial step of researching for keywords will get you started in the right direction. All that remains now is to continue to modify and test your campaigns to get the results you are looking for.
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