Doing Google AdWords’ Homework
So an interesting thing happened the other day on the way to cornering the market on a keyword in Google AdWords. The situation began like this: I had been watching the sponsored scene for a product keyword for one of our clients for about 3 months. All of my search queries for the term during that time resulted in perhaps 3-4 sponsored results appearing along side the organic results. It was the prefect opportunity to take advantage of a very low competitive market on a high profit margin item which our client sells. I convinced the client that the time was right to enter into this particular keyword market and they agreed. So I set off to do my keyword discovery; In addition to utilizing our own research methodologies I also incorporated the tools that Google AdWords offers for keyword research including the ability to scan the target landing page URL for similar terms or associative terms that compliment the primary keyword. In the end I pulled together a highly satisfactory list of terms, utilizing the various match types and appropriate negatives.
With the ad group now setup and complete with the appropriate ad copy variations, and beautifully low bid rate, I launched the ad group. Within 10 minutes my ads were exactly where I wanted them to be at an incredibly low price. I was pleased.
To my utter dismay the very next day I checked on the positioning of my ad and found that not only had all of the sponsored listings been filled (over 5 pages deep!) with advertisers whom were sight unseen for 3 months prior but, my ad was nowhere to be seen on the first two pages of the search results. Being forced to dig into the search results I found my ad now on page four! Another interesting thing to note was that only one other advertiser was using the actual keyword in their ad title aside from me! My conclusion is that all of the other advertisers had been placed there via associative terms which I had unknowingly researched for Google using their tools! Only after quintupling the bid price was I able to land back in the spot I had planned so carefully to attain before my research. Score one for Google.
The moral of this story? If you see that there is low competition for a keyword be sure not to tip Google off by using their keyword tools. Do the research using outside sources.