You might be thinking why in the world you would want to optimize your site for Adwords. One of the things that I have been reading a lot about lately is how Adwords and Adsense work closely together. In addition, the main component that ties the two together is the Google Search.
So if you optimize your site like an Adwords campaign, then you should be able to increase your site traffic quite dramatically.
Most bloggers are familiar with Google Adsense. The ad program from Google displays ads on your site that are relevant to the content of your post, or site. But, how does that relate to Adwords?
Google Adwords is the component that advertisers and businesses use to create the ads that appear on your site. There is usually a lot of research that goes into the process of writing an ad for Adwords.
First, there is the keyword research. What are people searching for as it relates to your site? If your site sells “blue square widgets”, then are people finding your site by searching for widgets or by some other term?
Secondly, what is the competition using to get traffic to their site in their ads? Are they saying that they have the best blue square widgets, or are they using some other terms?
What I am getting at here is a little different than something you might be thinking about as it relates to Search Engine Optimization (SEO).
It’s in the words, stupid!
That’s right! When someone searches for a term or phrase on Google, most people just enter the term or phrase, without the quotation marks. So, if someone searches for blue square widgets without the quotes, Google will return any site that has the terms blue, square or em>widgets.
This isn’t bad if your site is optimized for all three terms and Google sees it as such. This is called the “broad search” match in Adwords. Now, since most people don’t know to narrow down their Google searches by enclosing the phrase or key terms in quotation marks, you really need to optimize to the broad match of Google.
If you want to see a real example, just do a search for something without the quotes, and write down the number of results.
But, there is the phrase match in Google also. This is the search that you can do where the term or phrase is enclosed in “quotes” and your results are more specific to the terms you are looking for. This is where Google looks at the terms as a phrase, not individual words. So, if you have those “blue square widgets”, Google will send traffic to your site for anything that has those terms in it.
An example would be if someone is searching for “blue widgets” or “square widgets” you have both in your site.
So, if you are targeting long tail keywords in your site then you really need to stick to the phrase of keywords you are using. This is critical, amongst several other areas of optimization, to let Google know that this phrase is what people searching for it really want.
Closely related to the phrase is the “exact” match, which means that will return the exact phrase searched for. You will also want to optimize for this. If you are trying to sell those damn “blue square widgets” and empty out your warehouse, then you need to not only use “blue square widgets” in your site, but any other phrases that you know of that people are searching for.
If you’re not familiar with Google Adsense, you should read up on how it works. I have learned a lot of information and gained some ideas on how to continue to optimize my sites, especially my niche sites, for the keywords that people are searching for. Plus, if you are using Adsense on your site, it will only help Google to return the most relevant ads to your content, thereby increasing your CTR payout hopefully.
What are your experiences with Adsense and Adwords?
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