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Adwords Keywords

Discussion in 'SEO, Social Media & Online Marketing Forum:' started by Paul Murray, Dec 5, 2011.

  1. Paul Murray

    Paul Murray Moderator Staff Member

    So I recently got sent a £50 Google Adwords voucher and since it expires in a couple of weeks I thought I'd better make use of it. I'm not expecting a miracle from it it seems a shame to let it go to waste.

    I'm having trouble deciding on keywords for my campaign though. I seem to be on page 1 of Google (twice) for "freelance graphic designer manchester" and a few variations through SEO, but it's quite low down.

    Should I focus on keywords that I'm not ranking highly for but would like to, or attempt to boost the ones I am ranked for?

    Or maybe try both?
  2. Stationery Direct

    Stationery Direct Administrator Staff Member

    I would see what terms are searched for most here: ...ensure you tick the 'exact' search not 'broad match' then choose the most searched for term and target that, although doubt £50 will last long or give you amazing maybe go for some of the less searched for terms where competition may not be as high. I'm no expert mind.

    One thing I will say is make sure you set your account up where you will manually deposit funds to the account when they are used up, I didn't once and ended up paying £120 on top of my free £50. :icon_biggrin:
  3. Paul Murray

    Paul Murray Moderator Staff Member

    Cheers for the heads up.

    Yeah, I noticed "freelance graphic designer manchester" is £4.49 per click, where as "graphic designer manchester" is about half that. I don't know if you're average joe would think to use the term "freelance" first so maybe I'll leave it and try and make the most of my voucher.

    I honestly never thought I'd be staring at a spreadsheet whilst using a Mac. Robert Webb lied to me!
    Last edited: Dec 5, 2011
  4. Corrosive

    Corrosive Moderator Staff Member

    The best results I have had with Adwords is to be really specific with it. For example, don't just make one ad and then hurl all the keywords under then sun at it, make more specific adverts. Such as one for 'logo design' and then a handful of good keywords specific to logos.

    Don't forget that the more relevant your pages are, the lower your cost-per-click. In fact we have specific landing pages for our Adwords campaign at BCF. For example our 'Laptop Screen Replacement' Ads point directly to; Laptop Screen Replacement Bristol | Bristol Computer Fix

    That means no extra searching for the customer once they have clicked.

    Example >> If a customer searches 'Laptop Screen Repair' they get an ad saying 'Laptop Screen Broken?', when they click they hit the page I referenced. We get great conversion rates that way.

    Better to target than 'scatter gun' every term you can think of :icon_smile:
  5. Paul Murray

    Paul Murray Moderator Staff Member

    Just a quick update. I've gotten quite a few enquiries about work since creating a campaign for the terms "freelance graphic designer manchester" and just "graphic designer manchester".

    Most are generic emails requesting quotes, though one was from an agency in Manchester asking about taking me on in their studio temporarily (I don't think they realised I'm a student?).

    Apparently I've used half the credit already so I'm thinking of stopping it and trying a few other terms to see how they play out.

    I might invest in some more advertising in the future if I need work. I'm definitely getting the hits from the campaign, but it's then converting those visitors to customers that I'd have to focus on.
  6. Corrosive

    Corrosive Moderator Staff Member

    And that's where I think making sure your approach is correctly targeted really helps. Also check your bounce rate between the ads displayed on Google and ads displayed on Google's ad network (i.e. other people's sites). We found the ad network was a waste of time and money so we canned that pretty early based on near enough 100% bounce rate!

    All a good learning process though Paul.
  7. Paul Murray

    Paul Murray Moderator Staff Member

    Just had an email from a local designer who's looking to outsource some smaller jobs to me. Overall, I think the voucher's paid off :icon_smile:
  8. Tony Hardy

    Tony Hardy Well-Known Member

    Yeah that seems like the vouchers paid off big time. Might invest £50 myself into Adwords. Need to my damned site finished first though.
  9. Edge

    Edge Active Member

    Its interesting whether you target keywords which most people are using or very specific phrases that in all likelihood will get your advert showing in top position every time. We've had some very significant business coming from well targetted keyword phrases that only generate small amounts of traffic BUT and here's the caveat - it's very high quality traffic.
  10. Minuteman Press

    Minuteman Press Moderator

    Long term - reduce reliance on Adwords - think about this now.

    Adwords for us represent sub 3% and falling vs organic / direct.

    Saves money and potential clients prefer organic.
  11. Paul Murray

    Paul Murray Moderator Staff Member

    I tried to go for really specific phrases to ensure that traffic was likely to be of a decent quality, as you mentioned. I had more requests for quotes come through than I'd anticipated, maybe 1-3 enquires each day, out of maybe 10 clicks. I did set the maximum spend each day to be quite low though.

    Good advice, whilst I managed to get enquiries, I sadly didn't manage to get any paying work from them, for reasons I don't know. Whilst it does bring in traffic and enquiries, Adword campaigns seems to need a decent amount of money spending on them to be effective.

    I think I'd need to spend quite a bit more that the £50 awarded to really get a feel for it and experiment with different phrases and such like to see if it's actually worth investing in long term.

    As you mention though, organic results would probably result in more traffic. Ranking for a specific search term, particularly if I include a local town name, shouldn't be too hard through good old SEO.
  12. byronc

    byronc Member

    hmm, i read somwhere that 50% of clicks o organic search go though the rank on on the serps

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