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Originally Posted by deepsand
What? This approach is both arbitrary & speculative.
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I was under the impression that we were to provide our opinions on gpconnelly's question. I have done this. However I think that you have misunderstood my previous reply. Let me clarify.
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Originally Posted by deepsand
... a Madonna concert tour do in fact use far more keywords in their searches than do those seeking like information for concerts by Medeski, Martin & Wood, who use exceedingly few.
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I would agree with this. I would not have a group of keywords related to Madonna concerts, then additional groups for Medeski, Martin, and Wood. I would start a campaign for each of these artists. Then each campaign would have a groups of keywords that were related.
Ex.
Keyword: madonna concert
I'm not in the ticket business but if I was I wouldn't try to sell someone tickets to a Madonna concert if they searched this keyword. I would direct them to a page on my website that listed more information about Madonna concerts. Perhaps the locations, dates, and other points of interest someone may want to know about a Madonna concert. Then I would provide some type of action mechanism asking the visitor to do something. Keywords like this one would be put into a group related to searches looking for information on Madonna concerts.
Keyword: buy madonna concert ticket
If I was purchasing traffic on this keyword I would send the visitor to a more direct sales page. I would ask the visitor to buy a ticket to the upcoming Madonna concert. I would group this keyword with other keywords related to searchers wanting to buy Madonna concert tickets. People looking to Purchase Madonna concert tickets would be in another keyword group.
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Originally Posted by deepsand
2) One's budget is an over-arching concern, not one of secondary import.
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Agreed. The budget is very important. But I must point out that the idea of a marketing budget is flawed. The whole purpose of buying a keyword is to turn that keyword into profit. If you purchase $100 of traffic and produce $1,000 profit or you purchase $20,000 of traffic and produce $100,000 profit you probably won't shy away from purchasing more traffic.
When you're starting out the tighter you group your keywords the more control you ultimately have over how much money you spend. How you decide to spend your advertising money is up to you.
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Originally Posted by deepsand
3) There can be no "ideal" no. of keywords per "group;" any such chosen number is purely arbitrary.
Better to begin with as few keywords as possible, do research on such using a broad match search, then select the appropriate keyword phrases to be used as exact match keywords in your ad campaign.
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To gain the most control I would say that you should limit your keywords to 20 per group. This would include broad, phrase, and exact match keywords.
If you're on a tight budget I would agree that you should stay away from broad match. Once you have built up some kind of return on investment and are looking to gain more traffic do some research on negative qualifiers (if you haven't already) before purchasing broad match traffic.