Search Engine Marketing Case Study: Analytical Investing - Implementation (Page 3 of 4 )
For Analytical Investing, we did find it necessary to expand our keyword research parameters to find secondary search keyword phrases. Facing competition from advertisers on Wall Street with large advertising budgets forced us to adopt an expansive strategy. Competitors were driving bids close to $10 per click while we were focusing on bids below 20 cents. We researched search phrases with three, four and five keywords in them and examined keyword phrases highly specific to the industry. Our keyword count for the Analytical Investing Google AdWords campaign has now grown to well over 1200 keyword phrases spanning 18 ad groups. That count does not include negative keywords. We make extensive use of negative keywords to insure their ads do not show for content that is not relevant. This also improves the CTR, thereby driving down costs as the ads will receive higher placement for a lower CPC.
Our Overture account for Analytical Investing now exceeds 600 individual keyword ads. Our Google accounts always have more keywords than our Overture accounts. Google differentiates between singular and plural so that can often double the number of keywords on Google right off the bat. Additionally, since the Google system displays ads based on popularity rather than restricting ads through an editorial process, we can experiment with a wider range of keywords to see what works. The Analytical Investing FindWhat account includes close to 100 keyword ads. For second tier search engines like FindWhat, we list fewer keywords than with the top tier search engines. Because the volume of traffic is considerably lower, we focus on high volume keywords. We choose high volume keywords that we know convert well on the bigger search engines. On the smaller search engines, these conversions hold true but the CPCs are much lower. This results in high ROI.
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