Using Google Insights For Your Pay-Per-Click

In this article, I am going to talk about how to use Google Insights to Improve your pay-per-click (ppc) campaigns. First, I will mention that I primarily use Google insights for content campaigns. I do this because Google insights has been a better indicator with regards to market performance in content than in search, but you can test this out for yourselves. That is just my perspective.

If you are new to Google insights or pay-per-click, it is easy to find Google insights. Just go to the Google search and type in "Google Insights" and one of the results at the top should have a link directly to Google Insights. If I were you, I would go on a book mark this site because if you plan on engaging in ppc and you want better performing campaigns, you will find yourself using Google insights quite a bit.

After you have gone to Google insights, type in your keyword or key phrase into the textbox provided. On the right-hand side, you will see your filter choices. I usually select the last 90 days as a filter choice. If you want to look at a particular country, say in the United States or in Australia, you can select whatever country you want. I normally leave it at worldwide, then I will break it down to just English speaking countries.

After you have made your filter choice, click enter. What is generated is a graph. This graph is an indicator of the performance of the term you just entered. For example, if you want to take a look at a particular mlm company or a online training system, etc. You type the name of the mlm company or online training system, a graph is generated indicating \the performance of that company or training system.

But, one of the other things I like most about Google insights is the regional interests. Leaving your filter choice on worldwide, you will be able to see how that company or training system is doing in other parts of the world. Why is this so important. Well, in google adwords, for example, as you are setting up your campaigns, you indicate which areas of the country you want your ad to display. For a better performing campaign, it is best to show you ad where there is an indication of interest. You don't want your ad showing in areas where there is no interest because this could mean no clicks or less clicks or even worse, poor clicks that you still have to pay for.

So, if I am a member of a company that is global and I want to market my products or recruit members into my company from other countries outside of the U.S., I will place my ad in various areas outside of the U.S. that indicates an interest. Google insights represents the regional interests using bar a graph along a number. The higher the number, the higher the interests.

Further down the screen there are listed top searches. These are search terms that you can add to your pay-per-click campaigns. You can also use these same terms to determine some negative key phrases or netagive keywords that you may not want to include in your campaign.

To show you how to use the terms presented in Google insights as negatives, I will give you an example. Suppose my content campaign is focused on MLM companies. Well, this means I am going to have a list of MLM companies in my campaign, as well as related keywords or key phrases. It stands to reason that one of my keyword phrases will include the name of the company. My product is a marketing or training system. So, I am looking for members in that company to come and join the training company I am a member of.

One of the first things I do my keyword research and Google insights is one of the tools I use to do keyword research; especially for content campaigns. What I will do is enter the name of that company and see what is generated. Since I only want English speaking countries, I may select countries like Australia, United Kingdom, United States, etc., just to get some idea what the interest is in these countries for my keyword.

The next thing I will look at is to see what kinds of top searches there are. One of the first things I notice is that there are a lot of product key terms generated in my results list. Product key terms may be good in a search campaign, but for content and particularly, for my product, I have found setting up product names in a campaign such as the one I am using as an example, do not convert very well. But, here is Google insights giving me a bunch of product terms. So, what I will do is take these terms and put them in my negative list within my ad group for that particular keyword.

On this same screen you will also notice keywords that are referred to as "Rising searches". Here the same approach applies. You can either include them in your campaign or exclude them.

In conclusion, Google insights can be used in a number of ways. It gives you a high level veiw of which countries might be interested in your products or services. Based on these results, you can either include a country or exclude it. Often, we don't think outside of the box. Many of us have a tendancy to assume that since what we have to offer is sold here in the United States, only the U.S. will have an interest. But there are situations where the U.S. is not the top country when it comes to rank in interest. I have seen other countries, like the Philipines, that actually ranked higher in interest for particular products and services. So, don't assume anything. Do your research first.

Lastly, to enhance your campaigns, it is always best to include negatives within your ad groups, but many of us neglect to do so. We only know how to find keywords that we can use, not those we should not use. Well, Google insights is a great tool for fining both keywords we can use as well as keywords we should not use.

Overall, Google insights should be a tool that every person who is using pay-per-click as a means of marketing online should use. Try it out. Practice using this tool. Include it in your arsenal for doing pay-per-click campaigns. When used correctly, it can contribute to your success in ppc.

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