Tag Archives: market researches

How to Pick Successful AdWords

Successfully rolling out your AdWords campaign requires more than the number of placements that you can own. In fact, having your AdWords appear frequently but randomly can do you more harm than good. Pay-per-click ads charge per click—it doesn’t matter whether the click you’ve paid for translates to sales or not.

Knowing the business model of AdWords, it is important to be careful about where your ad appears and who gets to see it. Below are 5 tips that can help your AdWords appear with searches that are relevant to your niche market.

1.    Know your niche
Although AdWords are simple and affordable to execute, mistakes will surprisingly cost you dearly. This is why it is important to look into conducting market researches.

Investing on knowledge about your target market doesn’t only allow you to improve your products and services. A well-planned qualitative market research gives you a better understanding of your niche—who they are and how they think. This gives you a good idea on how they use words and how they talk about your brand and your competition. Knowing these things can help you craft better AdWords copy and bid for the best, most relevant niche keywords.

2.    Misspell
Good web content relies on relevant topics, good writing style, grammar, and spelling. However, AdWords heavily rely on niche keywords that are dictated by the users. You have to take into consideration the different possible word combinations and ways of spelling. For example, the word football can also be spelled as futbol (taking European and Latin American fans into consideration) or even as footbal (studies show that this is how people misspell the word most often).

It is also important to figure out which words are most often misspelled and how people usually spell it wrongly. For your AdWords ads, it’s okay to optimize for misspelled words, as long as the content in your landing page is relevant and of good quality.

3.    Know your competition
It is important to keep yourself updated with your competition’s web content. Based on what’s available to the public, you’ll be able to tell which words they’re optimizing for. Their keyword list could be similar to or very different from yours.

Optimizing for different keywords shouldn’t make you panic. Always go back to your consumer research. Ultimately, it is the consumer who searches for you and it is for them that you optimize your content and AdWords.

4.    Write great AdWords content

AdWords give you some space to give a short headline and a description of your offer. Writing copy for AdWords could actually be more difficult than writing for your web content because the number of words you can use is very limited.

Be concise. Find a benefit that is unique to your brand and own it. That’s what you write about.

5.    Write great web page content

Each click that you pay for should lead to great landing pages. Your AdWords deal with the awareness, your web pages do the selling. This doesn’t mean that you should write sales pitches—in fact, do not write sales pitches. Your web page content should be of value to your niche so that they have a reason to stay and find themselves browsing your online catalogue.
 

How to Own the Right Keywords

1.    Do qualitative market researches
Qualitative market researches do a better job of engaging the respondents. As opposed to quantitative researches, the qualitative method does not present respondents with a predetermined set of answers to choose from. This allows respondents to express themselves comfortably, often sharing more than the answers you need. This gives marketers a deeper understanding of “yes” and “no” and helps them know their market beyond product usage.

Qualitative researches are gold mines for consumer insights. Marketers can use this information to make better products and to optimize communication strategies. Online marketing relies heavily on owning the right niche keywords. Qualitative answers straight from your consumers will tell you which words are relevant to their searches.

2.    Socialize with you niche online
Your need to come up with an online marketing strategy already tells you that your niche is technologically savvy. You can bet that these people also go to other websites and spend their time socializing online. Social networks and social bookmarking networks like MySpace, Facebook and Stumbleupon host numerous registered members. Create a personal account and an account in behalf of your brand.

As your network grows, you’ll be able to identify which of these people belong to your niche. Engage them in meaningful yet entertaining discussions. Find out whose blogs they read and which forums they frequent. Actively participate in the discussions by offering relevant information. Pay attention to how these people post their opinions, and take note of the potential niche keywords.

3.    Check out your competition’s web content

The fact that you still have competition simply means that they’re not doing everything wrong. It won’t hurt to visit their web pages regularly to see what kind of content they offer. Note that this is not a suggestion to replicate their content. The objective of going through competitive content is to make sure that you aren’t behind with your niche keywords.

See how your competitors organize and write their articles. Pay attention to terms and phrases set in bold. These are the words that they’re optimizing for. Compare your keyword list with theirs and think about the differences. Don’t be scared to stick with your list if you’re confident about the research that you’ve done.

4.    Pay attention to customer feedback
This is where the comments function in your web pages comes in handy. Allowing the public to leave comments about your online content gives you an opening to engage people. If they give you praises and thank you for “the very informative article,” then you know you’re on the right track.

There will be times when readers will share their opinions and leave comments that might be slightly negative. Thank them for their thoughts and say that you’ll take them into serious consideration—and do it. Constructive criticism helps you stay on top of your game. This ensures that your content stays relevant and that the words you use always add value to your overall optimization efforts.

5.    Update your customer knowledge

Niche keywords change as soon as shifts happen to your niche, and change comes often. Periodic researches assure you that your knowledge of consumer insight is updated. Regularly logging on to forums and reading up on your competition helps you update your niche keyword list.