Your Google AdWords campaign begins with the headline, writes Mike Rhodes, co-author of Ultimate Guide to Google AdWords. More people click on ads when the headline includes the terms most relevant to their search, so put compelling keywords where they can't be overlooked.
Big companies usually have the funds to buy all types of keywords to capture consumers from all three segments: from the vague (for example, "TV") to the extremely specific (“Samsung TV UE32F5500 best price”) and everything in between.
But before drafting an exhaustive list of profitable keywords related to your business, you must first understand the three major groups of online searchers: browsers, shoppers and buyers.
Rhodes, who founded Melbourne-based digital agency WebSavvy, shares a specific strategy for smaller businesses on a budget: “If you’re just getting started with your AdWords campaigns and budget is your biggest concern, it makes sense to target only the buyer group.” In this Google Hangout, he explains how to select keywords that will get more clicks from your target audience.