How Many Keywords Should I Use in Adwords
At our adwords training in Seattle someone asked, "What is the industry standard for the number of keywords I should use in an Adwords ad?"
This question is difficult to answer, there is no standard but what we did discuss was the importance of a "Conversation"
Here is the conversation that happens when someone types a keyword phrase into Google.
Visitor: "Good Morning, Google, do you know where I can find, a 'wedding photographer in Portland' ?"
Google: "Sure, here are ten websites that I think are relevant to your search and 10 ads that you might aslo be interested in."
Visitor: "Thanks, let me have a look."
This ad looks interesting... Price information, a DVD and booking info.
Wedding Photographer
Booking now for the 2008 season
Packages start at $995 incl. DVD
"Google, I will check out this ad and let you know if I need more help. Thanks"
When the visitor navigates to the page http://www.paulhazon.com/weddings.html by clicking on the ad, he will find a custom page built just for wedding photography. This adverstiser is doing a great job continuing the conversation. I asked about wedding photography. Here is how the advertiser got my click.
1. His ad was highly relevant to wedding photography
2. He listed price in his ad
3. There was an extra bonus listed "DVD"
On the landing page you will find a few positives as well
1. A call to action "Request a Quote"
2. An action mechinism - a place to submit your name and email.
3. The content is customer focused
A few items to consider for this advertiser
1. The call to action is to far down on the page
2. The DVD is the thing that got me to click, but there is no mention of the DVD on the landing page.
So there is no industry standard to the number of Keywords, but be sure that you keep your keywords, your ads, and your landing page tied to the conversation that is going on in the visitors head.