Choosing Keywords for Adwords

Top tips for great keywords
As an Internet Marketing company we are often asked to offer advice on selecting the most appropriate keywords for a clients Google adwords campaign.  We recently came across the following advice supplied direct from Google itself, so thought we’d include it in our blog. Hope this helps…

Keywords are the search terms (words or phrases) which trigger your ad, and they are critical to the success of your AdWords advertising. This email explains how you can choose the most effective keywords, assess your keyword performance and how this affects the amount you pay.

A great keyword is: • Ideally, 2-3 words long • Specific (keywords that are too broad or general will not reach users as effectively as keywords that are highly targeted) • Directly related to the text in your ad • Directly related to the page your ad links to (specified by the destination URL)

What keywords should I choose? First, look at your website content and write down every word, word combination or phrase that describes each category of your business. This is the starting point for creating your keyword lists.

Include all brand and product names as well as plurals, synonyms and alternate spellings for each word or phrase. Capitalisation does not matter. Take out keywords that are very generic, irrelevant, or obscure.

Then, group your keywords into close-knit themes and create a new ad group for each theme. Put your keywords into these new ad groups. For example, if your campaign is for digital cameras, you can group together mini digital cameras in one ad group and SLR digital cameras in another.

Try using negative keywords. Negative keywords prevent your ad from showing when a word or phrase you specify is part of a search term. If you specify the negative keyword -repair, for instance, your ad won’t show for search terms such as digital camera repair.

Choosing a Good Password – Internet Security

Choosing a Good Password
A great deal of confusion surrounds the choice of strong passwords, and many suggestions for creating a good password are over complex and do not provide much security. But there is a simple way to create strong passwords that you can remember and that will make you less vulnerable to online attackers. A good password should be easy for you to remember, but difficult for anyone else to guess. But we’re often advised – or forced – to create unmemorable passwords using rules that confuse us and provide little protection against real threats. So to choose a good password, we must understand those threats.

Phishing for your Password
You can be persuaded to reveal your password – it’s called ‘phishing’ and it’s very common. It can be stolen by ‘malware’ – a malicious program on your computer that watches keystrokes as you type – or if you use the ‘remember password’ feature on a web page. In any of these cases it doesn’t matter how complicated your password was. Websites with login pages store passwords in a file, and these files often get stolen. If the file isn’t encrypted, nothing you can do will protect your password. If it is encrypted, obvious passwords could get revealed quite quickly. More complex passwords would be slower to break, but the attacker usually has all the time they need. An attacker might systematically try user names and passwords at the login page of some popular online service. This is called ‘brute force’ and it’s preventable – the page should lock out further attempts after a small number of failures. But many don’t, so this is a real threat. Here, using a strong password can help protect you.

A Strong Password
Two of the most commonly used passwords are ‘123456’ and ‘password’ – very bad choices as they would be among the first to be tried by an intelligent attacker. The ideal password is a fairly random sequence of characters, and extra length is usually more important than a wider range of symbols. But creating your password in this way is not always the most ‘human-friendly’ approach as you may find it tricky to remember. Instead, one of the best techniques is to choose a memorable phrase containing the same number of words as the desired password length in letters (usually this is at least eight characters) and use the first letter of each word to create an acronym to use as your password. The chosen phrase should not be well known, and using capitals and lower case can add quite a lot of strength, but substituting numbers for letters or adding special symbols doesn’t make much difference. For example, the phrase ‘the boy stood on the burning deck until it got too hot’ could yield a password of ‘tBsotbDuigth’, which is quite strong. The phrase is memorable even if the password is not, and the rule – capitalise every noun – is simple to remember, but results in unpredictable patterns in the password that make an attacker’s job more difficult.

Finally, it’s important to use different passwords for different activities – not necessarily for each site you use, but at least to segregate sensitive from non-sensitive services. You might use the same password with different user names for commenting on multiple news sites or blogs, but you should have a different password for each bank and shopping account.

Source of article taken from BBC webwise.