Highly Specific Keywords = Better Adwords Results

Services like Google Adwords allow you to target keyword specific searches. You select what keywords your ad will appear for, and you are only charged when your ad is clicked. You will find that your results are much better when you target very specific keywords instead of broad keywords.

First of all, highly specific keywords are likely to be less populated with advertisers, which means it will be easier for your ad to get to the top of the bidding war without investing too much money. If your company sells shoes, but specializes in Birkenstock leather sandals, you will pay much less for clicks on Birkenstock leather sandals than you would on terms such as “buy shoes”, because more companies are competing for the broader term.

Because it is easier to get near the top, your click-through rate will be much higher for more specific keywords. Not only is this a great way to get more exposure, but Google actually allows sites with higher click-through rates to be displayed higher in the results pages than companies that are bidding more money, simply because they are more likely to get clicked on (which means Google is more likely to make money).

Finally, using highly specific keywords will allow you to focus your landing pages better. When users land on your page looking for Birkenstock leather sandals, you know exactly what they are looking for and you can design the page to meet their needs. If they are just looking for shoes though, you will have a much harder time focusing your landing page.