How to choose the best keywords for a Google AdWords campaign?

Google AdWords is a good alternative to search engine optimisation (SEO) and one of the most effective ways to promote your website.

In a recent blog, Google software engineer Matt Cutts named AdWords as the best SEO keyword suggestion tool.

The only downside to this this pay-per-click (PPC) advertising service is that it can be expensive.

However, by choosing the best keywords it is possible to get an AdWords campaign that will provide the greatest return on investment.

The benefit of Google AdWords depends on the size of your website, your marketing budget and the types of products and services you are offering, notes the search optimisation specialist forum SEO Chat.

By using AdWords PPC advertising, businesses can get targeted traffic from Google’s search engine and partner websites much faster than they would by gaining organic traffic merely by search optimising their website, writes SEO Chat user Codex-M, who describes himself as an open source web developer.

"The success of Google AdWords largely depends on your choice of keywords," Codex-M explains.

"Poorly selected keywords can be costly both in terms of wasted web traffic earned and also money – remember, you need to pay Google for every advertising click."

According to SEO Chat, one of the most important objectives for a pay-per-click campaign is a maximum click through rate, which can be obtained by ensuring that text formulated in ads – such as titles and descriptions – exactly matches your page content and services.

Secondly, you should be sure to select keywords that offer the highest return on investment (ROI).

Finally, you should aim for keywords which provide the best conversion rate – defined as the total number of unique visitors purchasing goods or services via your website, divided by the total number of unique visitors to the website.

But how do you go about selecting these keywords?

While there is no exact formula to predict the most profitable keyword combination, the best are done with numbers and factor the most important variables into the decision making, Codex-M points out.

These variables include keyword conversion rate, cost per click, geographical location, estimated number of clicks, and more.

Codex-M recommends brainstorming targeted keywords by writing down the words which best describe your content.

"The more specific those keywords, the better their expected performance," he concludes.

Show More