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Hack 82. Generate Google AdWords
You've written the copy and you've planned the budget. Now, what keywords are you going to use for your ad?
You've read about it and you've thought about it and you're ready to buy one of Google's AdWords. You've even got your copy together and you feel pretty confident about it. You've only got one problem now: figuring out your keywords, the search words that will trigger your AdWord to appear.
You're probably buying into the AdWords program on a budget, and you definitely want to make every penny count. Choosing the right keywords means that your ad will have a higher click-through rate. Thankfully, the Google AdWords program allows you to do a lot of tweaking, so if your first choices don't work, experiment, test, and test some more!
7.5.1. Choosing AdWords
So where do you get the search keywords for your ad? There are four places that might help you find them:
7.5.2. Exploring Your Competitors' AdWords
Once you've got a reasonable list of potential keywords for your ad, take them and run them in the Google search engine. Google rotates advertisements based on the spending cap for each campaign, so even after running a search three or four times, you may see different advertisements each time. Use the AdWords scraper to save these ads to a file and review them later.
If you find a potential keyword that apparently contains no advertisements, make a note. When you're ready to buy an AdWord, you'll have to check its frequency; it might not be searched often enough to be a lucrative keyword for you. But if it is, you've found a potential advertising spot with no other ads competing for searchers' attentions.
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