Optimize ROI

1)  Keywords are specific to Ad Group

The Keywords and Ads you are running should be consistent.  For example, I would not run an AD advertising dog food while having keywords that are dog toys.  Even though both are about dogs they are different topics and your quality score will reflect this difference.

2) Keywords are specific:

Keywords and spelling matter when it comes to search results.   For instance, I have “keyword” and “keywords” with the “s” being the only difference.  Now I look into the estimated monthly search volume and notice one has a search volume of 4400 while the other has 320.  Quite a difference an “s” makes.

3) Keywords are what cost you money:

Keywords cost a campaign its money not the Ad you run.  Sure people need a good Ad to click-through but the cost is from the keyword.  With the above numbers, “keyword” obviously wins the battle for choosing the best keyword.  Let’s change some things around though; “keyword” has 4400 searches and “keywords” has 4000 searches.  To make it interesting I will add price into the mix.  “Keyword” has a cost of $6 a click and “keywords” costs $4 a click.

Which one would you chose? How much are those extra 400 estimated monthly searches worth?

Just some items to think about while working on your PPC campaign from OptmizeROI.com