Hi, this is Dave Collins from Shareware Promotions with the special Butterscotch.com series on Google ad words. This is part six “Refining the Keywords”.
Now that we have some data in our account, it’s time to improve and expand on the keywords that we have. So let’s go into our initial campaign, ad group number one, and we’ll have a look at the keywords. That’s important to make sure that we’ve got enough data and time, so over here, we can see that we’re looking at the last seven days. And if we have a look, we’re currently sorting by impressions, we can see that there’s a fair amount of data that we got to work with. Because we’re sorting by impressions right now, what we want to be keeping an eye on is the click through rates for these top keywords at least in terms of actual number of impressions.
So we can see that the top phrase as an exact match is what is Windows 7, and it’s getting a good click through rate at 5.55%. What is Windows 7 is getting is a 1.8%. And here’s the first indication that something may be a little amiss here. This particular keyword Windows 7 video is only getting a 0.3% of click through rate which is considerably lower than any of the other top performing keywords.
So for now, we’re simply going to pause that keyword at for whatever reason right now, it doesn’t appear to be working very well. If we scroll down the rest here, we can see why there’s a fair range in click through rates, all of them are actually performing fairly well. If we scroll down even further, we can see another one here that’s getting 0% click through rate. However, there’s only been 19 impressions about—very much data to go on. So for now, we’ll leave that as it is.
So what we’re now doing, is trying to identify some of my top performing keywords and see if I can create some more variations to sort of feed to the strengths. so ,I’m going to sort by click through rate, and at this point, I’m not very interested in keywords, it only get a low number of impressions for instance, load Windows 7, although it’s got a great click through rate of over 21%, that’s only 19 impressions which isn’t necessarily very accurate data.
However, I can see that Windows 7 tutorials, is performing well as all Windows 7 tutorial video, how to use Windows 7, and what is Windows 7. These four keywords in particular have all got reasonable amounts of traffic, good click through rates, so what we’re going to do is see if we can create some new variations of them.
So I manually copied and pasted these four keywords into a text document. I’m going to click add keywords, form here I’m going to paste in the original versions of the keywords, and I'm then going to create some variations. Again I’ll paste in the originals and I’ll create some more variations from these, and I’m going to click save.
Now at this point, we’re not going to worry about the estimates of low search volume. We can always get rid of these keywords later, but for now, that’s it. We now got our newly added keywords, and we’ll give the accounts time to generate data.
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