So what we want to do is to make sure that we go after the
good quality keywords and high volume keywords as well.
But don't ignore the low volume, because that's where
a lot of advertisers don't go after, and are leaving a lot of cash on the table.
So if they are not bidding after a low
volume, or long tail keywords, they may be very profitable for you. I
would highly recommend that you go through these very carefully.
What we want to do is to group them in such a way
that we separate these out, you know, the life
insurance, to let's say mortgage protection,
to critical illness, so these are all different
keywords. Funeral insurance is different to life insurance,
but I can easily, let me go back to my other sheet where I sorted these out,
in fact I'll copy these ones, because I sorted them out by
volume...And now I can see that if you don't do
any of these
life insurance, then you can put them as negative, so first thing I would do is
pet, car, bike; So these are all very generic
ones. Business,
any other type of insurance, which you can think of
you put them in, as you start making a negative list.
If you aren't doing funeral, then you can put those in,
so this will save a huge amount of money straight up;
you won't waste money, and you can start putting these up in your
account, or any brands which you don't do, let's say you're not doing SunLife
life cover. And you put in SunLife, if you are not the cheapest,
but most people are buying insurance on price, so I wouldn't
recommend that you put cheapest as your negative keyword, but I'm
just giving you as an example. If you don't do, let's say critical
Illness, but most life insurance policies do come with this, I
will keep that. If you don't do over 50 insurance,
now you can see that you are starting to get some really good
keywords, just by going through these search terms.
And I'm going to save a fair amount of money
just by putting them up as negative keywords.
You see there you go, car,
smokers, It could be another one where you only offer
insurance for non-smokers, so you need to
go through this with your client, and see what they
do, and what they don't do. Now, most clients, won't have the time
or the patience to go through this, so my advice would be to go to their
website and read through their page,
about the life insurance as to what they offer.
All right, so let's go back in here.
So I'm going to put in, what I want to do is to make sure
that, okay, life insurance is fine, but I want to group them in such a way,
so that I have very specific
terms in my ad group. So let's say mortgage protection insurance,
so first of all if I go life insurance, mortgage
protection, I tend to normally go with two or three words. Now, when you
enter any of these keywords from here, onto this pink
row, the Google sheet is going to scan column A and put in all the keywords,
which has got
life insurance. Now, why isn't that doing, I think I know why,
I've put in protections, so this should work,
that's fine. Okay.
Well, I've got a very long list of keywords for my
life insurance ad group. But the good thing about this
is, even if I write maybe two or three ads, all of these keywords
would be relevant
to do my ads, because each one of these words, life insurance,
life insurance, in any order they are on that word, It will be here,
life insurance. So your quality score will be really good,
relevancy very good, so you will get
a great quality score sorting out your ads like this.
And what you can do is, you can break this down further by not
just going after life insurance. So let's say
I want to, put in by brand, or let's say affordable,
I would do it like this, let's say cheap life insurance, see if we get any
or not, cheapest, yeah.
The cheapest depends on how many keywords I've got,
does take a bit of time, you'll see us working on the right hand side,
and okay, that's only once, I won't go after this one, but cheap life insurance
is good. So I will probably put my headline one as
cheap life insurance, or cheapest life
insurance and so on. Let's say if I
do critical illness cover, that's a completely different set
of keywords to life insurance, although it's
something similar, but people are specifically searching
for these two words. So I want my ad
to say and talk about critical illness cover, and not life insurance.