The *REAL* secret of high-performing PPC keyword selection

This tip assumes that you’re relatively familiar with Google Adwords (one of the best traffic generation tools for lead generation websites BTW).

I’ve spent a lot of time constructing and optimizing PPC accounts over the last few years, and I’ve seen a lot of accounts with mountains of keywords and key phrases in each adgroup - It’s not uncommon to have 100+ keywords in one Adgroup.

Yet when you look at the keywords that are actually converting into enquiries and sales, you find that they’re only a small subset of the total keywords in an adgroup.

If in doubt, I guess it’s better to start off with longer keyword lists within each keyword concept before deleting keywords that aren’t working, but it’s also vital that you test a broad range of keyword concepts.

What’s a keyword concept?

A keyword concept is a cluster of keywords that relate to your product or service (or more accurately, a cluster of keywords that potential customers might be searching on).

For example, business people searching for a speaker for their next event might search for any number of keyword phrases. For example

keynote speaker event speaker professional mc event facilitator

etc.

It makes sense to group these keywords into tight clusters so you can serve highly targeted ads.

Uncovering a new cluster of profitable keywords can also add $$$ to your bank account. About 6 months ago I tested a new keyword concept that will probably yield an additional $100K in revenue for my business in the next year. I think I’ll keep that one to myself for the time being.

If you’re scratching your head right now then you’re perhaps unfamiliar with Google Adwords. One of the best resources for optimizing your Adwords accounts is Perry Marshall’s Definitive Guide to Google Adwords. He also gives away a free 5-part e-course which I highly recommend.

Adwords is one of the best online lead generation methods. If you’re not using it, or you don’t know how to use it, you’re behind the 8-ball.

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