Kansas City Craig Paddock was telling me something about getting my chakra khans aligned the other day to help increase my Yahoo! Store conversion rate.
Or something like that.
Thanks to Dave over at Visual Future, and his cool trick with pushing the ORDERVALUE of a sale back into GOOGLE ADWORDS, I'm ready to get serious with a new Google Adwords campaign.
Bryan, this is for you, and Tom, and Leigh, too.
For example, let's say I want my ad to show up for the phrase Ultra Smart. As you know from reading my DUMMIES book, when you buy Google Adwords for your Yahoo! Store, you can select three ways for your ads to get triggered by various keyword searches: Broad match, Phrase match, and Exact Match.
BROAD MATCH (the default at Google), triggers your ad any time anyone searches for any keyword phrase containing all the words anywhere in the search phrase in any order.
BROAD MATCH EXAMPLES (queries that would trigger my ad):
ultra smart,
Ultra Dog Smart,
Smart Ultra,
not smart to smoke ultra filtered
PHRASE MATCH (indicated by quotes around a "keyword phrase"), shows my ad any time anyone searches for any keyword phrase containing the PHRASE "Ultra Smart" anywhere in the search phrase.
PHRASE MATCH EXAMPLES:
Ultra Smart,
cheap ultra smart,
find ultra smart collars,
best prices on ultra smart
EXACT MATCH (indicated by brackets around a [keyword phrase]), triggers my ad ONLY when someone searches for the EXACT keyword phrase Ultra Smart.
EXACT MATCH EXAMPLES:
ultra smart,
ULTRA SMART,
Ultra Smart
Mr. Craig Paddock, Kansas City yoga master and PPC Keyword genius is my "goto guy" for paid search.
Craig says to always buy all three variants of your keywords: broad match, phrase match, and the exact match, because that way you can see which versions of a keyword phrase are actually converting for you.
When I'm setting up my ads, I paste the following in the KEYWORDS box:
ultra smart
"ultra smart"
[ultra smart]
AND HERE'S HIS BEST TRICK: Craig says watch your log files (Yahoo! Store References, Rev-Share URLS, Google Analytics w/ Monitus Tools, whatever you use) for converting keyword phrases that triggered your ads with broad match and then buy the phrase match and exact match for that keyword, too.
For example, if the phrase ultra smart pet containment converted into a sale, Craig would tell me to also buy "ultra smart pet containment" and [ultra smart pet containment] as well. Always keep buying more and more specific phrases to see what converts better.
Thanks, Craig! And good luck with those yoga classes in Kansas City. If ever go into "downward spamming dog" I don't think I could get out of it!
Rob
P.S. ADDENDUM: Craig just emailed me and said "You might mention that as you uncover these these niche phrases you can incorporate them into your organic campaign as well."
This means SEO (Search Engine Optimization), one of my favorite Yahoo! Store topics. We'll talk Yahoo! Store SEO next episode. I can hear Jay ringing the dinner bell down at one of my favorite Starkville restaurants, the Veranda.
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