Broad or Long Tail Keywords?

Most business owners from experience would advice and favor long-tail keywords to use in their Ad plans and strategies and often a source of disconnect and false expectations in a campaign. Broad keywords would ofen lead to more cost due to higher competitions and low clickthroughs and conversions. However, for branding and getting traffic, this is the most efficient way to populate your adwords audience. Long tail keywords are most effective after running broad keywords to see what search terms are being used to find your business. Note that there is no point in adding keywords that Google (keyword tool) says there are no traffic. Reserve those keywords in your SEO meta tags instead. Ads are meant to advertise and we want to show it faster and often to our identified target market rather than our plans lying dormant without impressions. To achieve this, use broad match first, then add modifiers and identify the ones that converts as an exact keywords.

Keywords

Google Ads is what you feed it. All Search Terms were triggered by your keywords or feed. So what you feed Google Ads is what you get. Keyword research is the most important first step to successful Online Ads strategies.

Conversion Tracking

A couple of very useful articles in solving conversion tracking errors in analytics, ads and tag manager.

Analytics
GTM