week 6 - MBA 6102 - Introduction to Search Engine Marketing and Adwords

 We have touched on using keywords somewhat to this point, however, chapter 5 of Introduction to Search Engine Marketing and Adwords goes further in depth with keywords. Luckily for any new user, Google has plenty of suggestions to help with your keywords search. Google analyzes your campaign and suggests keywords you haven’t tried prior. The great thing is, most people have searched on Google before, so they have some experience with keywords on Google. Whenever you make a search, you enter in some sort of keywords to allow Google to do the work and find what you are looking for. To find a more specific search, all you need is to add more words in to your search. The nature of our use of Google growing up could help us understand what sorts of keywords we would search. This may have even resulted in you clicking on a Google ad and experiencing what Google ads are all about.

The sad part is, just because you insert certain keywords for your ad, you will not always show up before other web pages. This is because companies have the ability to bid on key words, meaning they will show up higher on the page, or on a lower number page than you. The chapter suggests to search another book named “Introduction to Social Media Marketing” and think of what keywords might lead you to it. When I did this, the first 4 Google ads to pop up were from Cornell, Coursera, Business-tiktok, and Chegg.

Obviously, None of these were the desired search I was looking. Once I added a key word of the author's name, however, the first few purchase ads were for the book I intended.

This is different than the results from the chapter, showing us that different companies are constantly bidding on key words making it harder for you to be shown on Google. Because of this, it is important to have specifics in your keywords. More specific keywords will better lead the searcher to the product. Even though it is good to have general keywords, more than likely, those words have been bid on by a large company. Keep in mind, when creating your keywords to be both specific and general.