VP of Internet Marketing - AdzZoo
No I haven’t lost my marbles or mind. The headline is the truth if you look at it from the right angle. So what is that angle you ask? Well, from the angle of a professional.
It seems that in this industry a keyword list is treated like gold. Companies relish them and clients latch on to them like they are the only thing of value in an online marketing campaign. While a keyword list is a valuable component, by itself the list means absolutely nothing.
It’s really like finding an encoded list and not knowing how to crack the code. You have the list and may look like a spy, but you wouldn’t be one.
For one, they way the keyword is used can make a huge difference. The difference can be almost as big as they keyword itself. A keyword may be successful in one campaign and completely crash in another based on the way it is used.
How is this possible you ask? Well, whether they keyword is used as a phrase match, exact match or broad match can actually result in the same keyword string being found under hundreds of search terms… some completely unrelated as a customer finds out after clicking your Pay Per Click ad that you are paying for. Seeing a list of keywords doesn’t tell you how it was placed and therefore what was actually being searched. So for a client to ask for a keyword list would tell them very little. And , they will also be judging their campaign based on this fallacy when they really have no clue as to what is going on with the campaign.
For example, the term “Air charter” a broad match would bring in people looking for helicopter rentals. That’s fine, unless you don’t have helicopters.
Then you start adding in other factors such as the PPC ad content, the landing page, negative keywords, targeting, budget, CTR, ad performance and a few other factors plus testing over time. Then and only then, can you fully evaluate a keyword..
If it sound confusing – it is. Again, I have to say to just leave it to the professionals. We evaluate, test and refine based on all the factors. That’s how you get a successful campaign that costs as little as possible.
{ 1 comment… read it below or add one }
It is interesting to read your perspective about Adzzoo. Unfortunately people like you can say whatever they like to try to discredit a business without any documentation to validate your perspective.
Just to share with you, I am a Campaign Director with Adzzoo and the company is incredible and growing fast. I’m excited, convinced, making money, and helping clients save money on there advertising and getting great results.
I happen to be 68 years old and have been self employed all of my adult life, started using Adzzoo for one of my businesses last summer with incredible exposure and results.
Do I need to say more?