The other day I launched a new Facebook Fan Page where you can ask me any question you want and I'll respond in 72 hours (see: http://tinyurl.com/AdWordsBuzz).
Well, so far, I've received some great questions... and today I want to re-publish one of the questions and my answer for everyone's benefit.
Here it is:
Q: What is your step by step process for setting up a new campaign in Adwords for a new niche - Do you start with a lot of broad match and distill it down to what is profitable or do a healthy keyword analysis for the niche and start with a few keywords and expand from there - Or something else entirely?
A: This depends on your budget. You see, the true Adwords strategy is a game of patience and finesse. Now, with the Google site quality team in place, your site needs to have even more unique content and even more choices for your visitors to click on within your site.
I would start with broad general keywords and monitor daily by running a "Search Query Performance" report. Make sure under the ADVANCED SETTINGS that you select "Conversion". Look at the data in Excel and sort by conversions. Highlight all with a conversion. Then search by CTR. Highlight all with CTR above 2%. Then search by Impressions. Depending on the volume (usually 50-100 is good since you are doing this daily, initially), highlight all high Impressions. Then, sort by Clicks. Highlight all with at least 1 click.
Now, you take those keywords you have highlighted, and create a new campaign with EXACT match only (I usually call this campaign name "Search Only SQR KW") and enter those keywords as its own adgroup. Monitor these once per week.
After 1-2 weeks, you would run another Search Query Performance report on the original search campaign. This time, I would go through the list and look for keywords that are hurting me and add them as a NEGATIVE KW on that campaign.
You need to be able to look at your Quality Score and conversions and tweak your landing pages accordingly or create new landing pages to accommodate.
Again, this is what I mean by patience and finesse.
Keep in mind that you can also start with your own detailed KW analysis, but I usually like to start broad and then finesse it over time.
You've got tough questions, I've got answers... now all you have to do is ask to get them.
You see, I just launched a new Facebook fan page... with a twist... because instead of a boring page with limited interaction... I've come-up with a "crazy" offer...
Where you can ask me any question you want and I'll answer within 72 hours... absolutely free.
This is a way to give back to fans and customers... as well as gather feedback and new blog post ideas.
Go-ahead and check-it out over at:
http://tinyurl.com/AdWordsBuzz
I have no idea how long I'll be able to keep this up and so I recommend you ask your question while submission form is still going!
Plus, even if you don't have a question at the moment... there are other goodies inside and we'll be updating it with additional content in the future. Just click to become a fan at the top of the page.