AdWord List Slimmed Down

In the last nine months, as we have continued to refine our AdWord list (the list composed of key words and phrases that individuals type into a search engine to find information), we have accumulated a bushel of invaluable data on the search patterns in our market segment. I would venture to say that there is no other company in our niche in the drug testing industry that has as much SEO relevant data as we have assembled.

What this information has allowed us to do is to refine our key word list. We began our AdWord campaign with 1400 key words and over time have continually refined this list. In the last few weeks, your AdWord Team felt there was enough hard data to begin a major overhaul of the list. The list has now been culled and currently has ~300 key words and phrases.

Having a focused key word list is important, because Google allocates an AdWord budget based on the total key words. For example, if the budget is $100 for a day and there are 1000 key words, the budget will be allocated evenly among the 1000 words. This is akin to spreading a cube of butter on 10 loaves of bread with each piece of bread in all 10 loaves getting a small amount of butter. With one loaf of bread there is a nice flavorful amount of butter on each piece of bread.

With 300 vs. 1400 key words and phrases, we have a much more focused campaign and a more efficient use of a budget, because dollars are going to key words that have more traffic vs. a term that is rarely searched.

Over time, your AdWord Team will continue to refine this list down even further. In another year, we will make our ad dollars work even more effectively. It is all a process that no one else in our industry is doing. It is only a matter of time when we will become brand dominant.