Finding The Cheap Clicks (Part 3)
2. Closer matching. Just because you might type “in car satellite radio” into Google, doesn’t mean every surfer will do the same. Somebody else searching for the same thing may well enter “satellite radio in car”, or “radio in car satellite”, and so on. If your ad contains every variation, it may trump a competing ad which lists only the first example. In other words, having just the keywords in your list isn’t necessarily enough – having them in the same order a searcher enters them will give your ad a better relevance score.
3. The final (Google specific) method is to ensure that you wrap every keyword or keyphrase in both quotes and brackets. Again, this means that if someone enters an exact term you have listed, your ad will beat a competing ad that has the same term but without the brackets or quotes.
Clearly, building keyword lists in this way can be more time consuming than simply selecting a few generic words that describe your product or service, but free tools such as those at http://www.keyword-linker.com can make the process much quicker than doing it manually.
