How to Choose Content Keywords

There are various and sundry methods for choosing kws for your enhanced content campaigns, ie. contextually targeted advertising on the content network…

• use your instincts and the Google Wonder Wheel
• use the Google Keyword Tool to find related kws, then sort
• use Textanz tool according to David Szetela’s method
• use keywordspy related keywords and sort

The keywordspy.com method I am testing is very similar to using the free Google Keyword Tool, but I’ve found keywords to be somewhat different, plus keywordspy allows you to sort keywords according to “profitability”, which may be an indication of a good niche. Wonder Wheel may dive too deep into long tail terms, and the textanz method is too time consuming for my liking.

My sorting method is based on several factors:

1. search volume and relevance, preferably at least 2 words
2. keyword niche profitability… indicates a profitable niche
3. choose between 5-15 broad keywords only
4. keep an eye for negative keywords as well

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Google Adwords Checkmate Review

“Adwords Checkmate” by Howie Jacobsen... This is a fabulous course for adwords managers who are serious in their commitment to creating “Game Over” ads through strategic differentiation.

Howie used to print out a copy of the search results for a certain keyword, weekly… “to see who the serious players are in that market”.  This is what gave him the idea to create the Adwords Checkmate course. If you are serious about PPC, check it out...

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How to Effectively Plan Content Campaigns…

As the search space becomes more and more competitive, and the Adwords content network has widened to include more ad networks, it is vital to have a game plan…

The following is a big picture strategy, a 1-2-3 approach, to effectively enter the content network…

The Treasure Hunt…

Build your campaigns/adgroups as you typically do, looking for
the “money keywords”, those phrases that bring your business profit! If you were looking for foxes… this could also be called the “search posy”, phase ;)

This search campaigns phase is the beginning of getting to know your prospects, finding those ads that resonate, and the bulls eye keywords that really bring you business.

photo by: gingiber

The Jungle Expedition…

This next phase involves setting up Text ads on the content network, utilizing enhanced content campaigns, showing your ads only on  adgroup contextually relevant pages. Here we utilize more flamboyant messages in our text ads, I like to call them “animal calls”, as we are now in “interruption mode”, appealing more to an emotional trigger perhaps, as compared to search ads.

photo by: jsgphoto

The Multimedia Circus Tour…

This next phase involves setting up banner ads, flash ads, video ads, utilizing the emotional triggers we found during the “jungle expedition”; incorporating these messages into appealing banners, really grabbing the viewer’s attention. As always, we’re doing A/B testing, ie. testing one banner ad against another.

The content network can be leveraged very effectively utilizing this step-by- step approach. In hyper competitive search markets, depending on your profit margins, this may be your only means to succeed!

photo by: Tatiana Cardeal

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