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Place quotes around your keywords. Place square brackets around your keywords. Put a dash before the keyword.
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Here s another common question: Can I use my competitor s trademarked name as a keyword Can I put their name in an ad For example, can you use Porsche Boxster in your keywords and your ads A lawsuit was brought against Google (GEICO vs. Google) and federal courts have ruled on this, as follows:
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If the company has registered their trademark and have filled out a form at Google, then Google will block the use of their trademark term in your ad within the U.S. and Canada. You can t use their trademarked terms in your ads. However, you may use your competitors trademarked terms as keywords. If the company has not registered with Google, you can use their trademarks in your ads and keywords. If you re the holder of trademarked terms, contact Google and submit the forms. Google will block the use of your trademarks by others in their ads. However, you can t block the use of your trademark as keywords.
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If you re using a term as a keyword and someone tells you to stop, tell them to contact Google. In general, Google discourages the use of trademarked names by asking for high minimum bids. If you use words that are trademarked by other companies, Google often sets the minimum bid at $5 or $10. If others are using your product s name, use Official Site in your ad s headline. That distinguishes your ad from other ads.
Negative Keywords
Use negative keywords to prevent ad displays to irrelevant searches. If you re selling a $100 koi, you don t want the ad to appear when someone searches for free koi. To block that search, add a minus sign before the keyword (-free, -cheap) and add that to your keyword list. You can also add global negative keywords for all Ad Groups within a campaign. Look in your analytics account for keywords that produced traffic but no conversions. See if these should be added as negative keywords.
CHAPTER 6:
How Many Keywords Can You Have
Google AdWords has limits. You can have up to 2000 keywords per ad group, 100 ad groups per campaign, and 25 campaigns per account. This works out to 200,000 keywords per campaign and five million keywords per account. We generally start with several thousand keywords to find several dozen that work well. This depends on the client. For some clients, we use 75,000 to 100,000 active keywords with high conversion rates.
Creating the Ad Groups
You should try several types of ad groups, based on the buying cycle and your competitors, as detailed here.
Suggestions for Your Ad s Headlines and Text Learn about Koi. Guides & FAQs to Raising Koi in Your Pond. Which Koi Is Right for You Compare Pumps for Your Pond. Free Koi Breeder s Guide. First-Year Koromo Koi. New Litter of Koromo Koi. Buy Six Koromo Koi. All 12 Breeds of Koi. Easter Special: No Sales Tax & Free Shipping. Year-end Clearance. Last in Stock. Certified Koi Breeder. Only Supplier of Koromo Koi in Northern California. Koi from Koi-Planet.com Maggie Xin Guan at Koi-Planet.com Koi-Planet.com in Palo Alto
Ad Groups Informational ad groups
Purpose Create an ad group for visitors who are in the research phase. Use keywords such as research, learn about products, types of products, and so on. In the ads, offer white papers, FAQs, comparisons, and so on. Create ad groups for visitors in the purchase phase. Use specific keywords with names of products or services. Create ads that offer the product (Buy Healthy Koi Now) and include extras in the ad, such as No Sales Tax & Free Shipping. Create a sense of exclusivity or urgency. State your USP. Create an ad group that uses your company s name. Look at your analytics and see all the different ways your customers search for your company (koi-planet, koiplanet, planetkoi, koiplanet.com, and so on). Add these as keywords. We also add the names of main people in the company, such as the CEO, members of the board, VPs, and directors. Your customers may know these people by name and will search for them. Put your competitors companies and product names in the keywords. In the displayed ad, use your company name and products. Point the ad to your website.
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