The Google Website Optimizer is quite possibly the best tool in the AdWords tool palette, simple because it will help you increase conversions easily, and increased conversions will do more for your internet business than any other metric. While it is a terrific tool, many PPC advertisers are not using it because they have not one but many landing pages, and they may have concluded that to test those landing pages they’d have to create a separate Website Optimizer test for each landing page. Not so. There’s a super-easy work around for this problem that may lead to doubling your profits.

For those of you who are new to the Website Optimizer, check out Google’s superb documentation and tutorials for the specifics of setting up a landing page test, or “experiment” which is what Google refers to landing page tests as. For the sake of this article, I’m going to use the example of a pay per click marketer sending ppc traffic to a dozen different landing pages that are standard, old-style squeeze pages with a bit of content and an offer of a great report in exchange for the visitor filling out a simple form. Each squeeze page has slightly different ad copy so that it matches the search phrase. In other words, the advertiser is sending all the clicks from the keyword “reverse mortgage” to a page with “reverse mortgage” ad copy, and all the clicks from the keyword “prime mortgage” to a page with “prime mortgage” ad copy. The words on these two example pages are different, but the advertiser is using the same header image, house image, form and other page elements.

This advertiser wants to test the combinations of these different elements, so they are doing a multivariate test instead of an A/B split test. For testing newbies, an A/B split test is when you test two completely different pages against each other. A/B tests are good if you are early in the testing process and have a lot of different things to test at once and you want results as fast as possible. Multivariate tests are a bit more complicated, as you are testing combinations of different elements. For example, an A/B split test might have a page designed by you running against a completely different page designed by your partner. In a multivariate test, you might be testing three different header images and three different form designs to see which combination of header and form converts the most visitors. In our example – remember the 12 ppc landing pages? -the advertiser is running a multivariate experiment.

The advertiser wants to test the form, the header image and the house image on all 12 landing pages but they don’t want to have to set up 12 different Website Optimizer experiments. What to do?

Here’s the secret: put all the landing pages you want to test in the same directory on your website, and then put the Website Optimizer code on all the pages in the exact same way. Let me be a bit more specific for the people who may never have actually set up an experiment. For a regular multivariate Website Optimizer experiment you put one type of code at the beginning and end of the whole page, and you put tags before and after the html that creates the different elements you want to test. So our advertiser is going to set up the optimizer code on all twelve pages the same way, and that is not going to have any effect on the different copy on each page because the before and after tags aren’t being put in anywhere near the ad copy.

The advertiser then loads all these pages on their website, confirms the optimizer code is in place the same way they would for a normal experiment, and launches the experiment. I have been running ongoing multivariate tests on one of my sites using this technique for over a year now. Just keep the optimizer code exactly the same on all the pages and it works exactly like a one page experiment.

“Peel and Stick” is a keyword management technique made popular by Perry Marshall. The concept has been around for at least 3 years. Its a derivative idea of the 80/20 rule, which Perry is extremely fond of, and for good reason.

Peel and stick only works if you have existing traffic data. If you have a brand new ppc account or even a new list of keywords to put into a new adgroup, it isn’t for you – yet.

If you have traffic data, or clicks, or conversions, its a terrific technique.

Here’s peel and stick in a nutshell: you find the top keyword in your account. You “peel” it out of its current adgroup and “stick” it into a new adgroup all on its own.

That’s the concept. It can be expanded to “peeling and sticking” your top 10 or even 100 keywords into their own adgroups. You can also move up a level and peel and stick your top 10 adgroups into their own campaign. You can decide what your “top” keyword is based on impressions, clicks, spend, conversions, or whatever other metric you’re interested in.

Usually, when people peel and stick, they’re doing it with a specific match type of a keyword within a campaign and they’re defining “top” as the keyword with the most clicks. They take a specific match type – for example, the exact match of “mortgage rates” and put it in its own adgroup. Usually this is done in search campaigns, but it certainly works on the content network, but maybe not as neatly because the content network is based more on keyword themes than on specific keywords and keyword match types. Your results may vary.

This is argueably a smarter version of the keyword management technique where you just take every keyword you have and put it in its own adgroup. You’ll end up in a similar place – with a lot of single match type of keywords in their own adgroups, but they will be keywords that merit their own adgroups.

A good example of a keyword that would merit its own adgroup is any keyword that got more than 10% of your account’s total traffic, sales or impressions in the last 30 days. If you’re running a really big, heavy-spending account (that’s spending over $10,000 a day, for example), its worth peeling and sticking any keyword that’s accrued more than $1000 of spend in the last 30 days. That $1000 is far less than 10% of total spend, but $1000 is certainly enough money to warrant special attention.

There’s an extra benefit to peeling and sticking that’s not usually talked about. Its in the analytics data. Analytics will give you some very specific, helpful info, but for some metrics they’ll only drill down to the adgroup level. So if you’ve got more than one keyword in that adgroup, you’ll be guessing which keyword is creating that specific analytics data. If you’ve peeled and stuck your money keyword into its own adgroup, that analytics data is unmuddied and actionable.

For a trick I never hear anyone talking about: when I have a client whose account is doing OK, but they want more volume, I peel and stick the top 3-5 keywords that are getting the most impressions, but either have rotten CTR or conversion rate. Its a bit of the flip side of peel-and-stick: instead of going after the top performers, I go after the top underperformers.

If you’ve polished the top performing keywords in an account to the point that doing anything more is silly, the only real way to bring the whole account average up is to work the bottom and the middle. Of course, you can also just decide to delete and negative out your worst performing keywords, but I find most people don’t want to do that. Once they’ve got the machine working, they want more volume, not less. But if you have to cut your cost per conversion by, say, 30% overnight, just killing (or pausing) the underperforming keywords would be a way to do it.

When you peel and stick, remember to use the same adcopy in the new adgroup as you used in the old adgroup, and least at the beginning. In a few days, write new adcopy that’s more focused on the keyword (if your ad copy isnt already perfectly laser-targeted to that keyword). Also remember to copy over all the negative keywords from the old adgroup. And finally, remember to remove and then negative out the keyword from its old adgroup.

I hate to tell you, but also remember that Google’s system may ding the performance or showing of your new adgroup and your “new” adcopy, simply because its new and has no history. I have heard of adwords managers peeling and sticking, then not deleting the keyword in its old adgroup for a week or two, just to let the new adgroup build up a performance history so the transition is less dramatic. This is yet another reason to keep a log of what you do, or to be extremely facile with the change logs in your account.

If you’re only bidding on exact match keywords, skip this post. But if you’re bidding on any phrase match or broad match keywords, you need to be running search query reports or using the “see search terms” option at the adgroup level on a regular basis. If you’re bidding on broad match keywords in particular, you must be running these reports because it may well blow your mind to find out what search queries Google is matching your ads up to.

Why do you want to do this? Because 20 minutes spent on this could more than double your clickthrough rate or find you a few negative keywords to add that could cut your costs by 30% will no drop in sales or leads, or whatever it is you’re after.

Search query reports are run through the reports tab in your account. Like all other reports, you can set them up to run automatically as often as you like. Once a month is a good start, but if you have a high-volume account or a keyword that needs emergency attention, running them once a week is not too often. Once a day won’t help a lot – you need a bit of traffic and results to really get actionable data out of these reports. If you’ve never run a search query report before, set the time frame to the last 3-6 months. Choosing “all time” might bring in data from when your business focus was different, or from when you had your account or campaign organized differently.

You can run a search query report at the ad group or the campaign level. This matches the negative keyword options, too – you can add negative keywords at the ad group or campaign level. If you have the time, work your search query reports at the ad group level. If you don’t, work them at the campaign level. Or, if you like the 80/20 rule, pick your top 3-5 adgroups and run search query reports at the ad group level for them, then run one search query report for the whole campaign. Pay attention to the differences between the campaign and ad group level. I have seen accounts where we definitely wanted to add a negative keyword to an adgroup, but if we had added it at the campaign level we would have spoiled the results in a different adgroup in the same campaign.

You can also include conversion data in your search query reports. Unless you’re working for a non-profit that has no interest in where its money goes or how its spent, I’d include the conversion data. All too frequently, keywords that perform poorly with clickthrough rate end up doing terrific in terms of conversions. Murphy lives.

Google’s new interface lets you “see search terms” – this is basically the search query report, but with a slightly different take, and none of the hassle of going over to the reporting tab and messing with settings.

This is where the pull-down menu is in the adgroup interface:

And this is what the results look like:

You can easily add the words the report gives you back as negative keywords or regular keywords.

I thought I’d give a pitch for one of my all-time most used AdWords tools: the AdWords Wrapper. If you have a list of keywords that you want “wrapped” with phrase and exact match denotations – plain quotes for phrase match, brackets for exact match, its the fastest, easiest way to get it done. You can also add the leading dash that creates negative keywords.

I use it less now than I used to because I’m a heavy AdWords Editor user, so when I’m setting up new keywords or adgroups I use the Editor to specify match types, but I inevitably end up making tweaks while I’m browsing the AdWords interface online.

You can, of course, add all the quotes and brackets yourself – just be sure to do it in a plain text editor. If you add them to a keyword list in a word doc, or any other fancy text program, the software may automatically insert fancy quotes where you want only plain quotes. That can really mess up results, to say the least.

Adding the quotes and brackets on your own is easier in some ways, but for real efficiency, I push myself to use short cuts and tools like this. It sounds crazy, but if you can shave 30 seconds off an action, over time, it saves a lot of time. And if you’re the one person managing a huge AdWords account, the only way to stay on top of things is to get ruthlessly efficient.

Everybody wants to be on top.

Now that I’ve got your attention, let me qualify that: too many AdWords advertisers want to be in the first position of results either because of their egos or their enthusiasm to spend money without much thought about profitability.

There are a lot of good things about the first position of results. You will get the most traffic, and if your quality score clears the threshold for the keyword you’re bidding on, you’ll get that coveted premium positioning for “sponsored links” above the organic search results.

The two largest drawbacks about the first position are intertwined. The largest drawback is that first position will get you a lot of “looky-loo” clicks from people who are just frenetically clicking around without doing much decision making. The second problem, that first position is not usually the most profitable, is probably because the profitability of your click-stream is being diluted by those same “looky-loos”.

If you want profitability, go for the 7th position according to Adgooroo.com President Richard Stokes.

I have a bit of personal experience to backup Mr Stokes’s assertion, and quite a bit of real data, too, though I’m sure it is laughably dwarfed by what Adgooroo could show you. You can get your own data in Analytics if your AdWords and Analytics accounts are hooked up.

To see the conversion rate for each keyword based on its ad position, log into your Analytics account and go into the Traffic > AdWords section. From there click on Keyword Positions. You’ll see a list of your top keywords. If you click on one of those keywords, you’ll be shown a diagram of a Google search results page with the different ad positions.

It looks like this:

The default setting is to show visits, but if you have a goal set up (a goal is Analytics’s version of a conversion, so setting up a goal in Analytics means you’ve set up conversion tracking in Analytics), then you can see the stats for that by pulling down the menu on the far right. It would look like this:

Here’s a view close enough so that you can really read the percentages. Of course, your reports won’t have your keywords blurred out so no one can read them.

In this example, it looks like 6th position does best, though Top 1 and side 1 are serious contenders, too.

7th position is nice because its close to being at the bottom of the page, which means you can bid substantially less than you would if you were insisting on being at the top of the page. But 7th position is also just high enough to generally keep you on the first page (90% of searchers will never look at the 2nd page and beyond).

If you didn’t know already, your ad’s position will bounce around a little even on the same keyword. For every search, ad rank is re-calculated, and the AdWords system does not show everybody’s ad for every search. In fact, about 5% of the advertisers get half of the ad impressions. But that’s a topic for a different post (because its a doozy).

Returning to ad position, this Analytics data can be extremely helpful for managing bids. Its essential if you’re considering turning on Position Preferences. Please note that those “Top 1″ to “Top 4″ positions count in placement numbers, so you’ll need to translate the Analytics position results to reflect how the AdWords system counts positions. In other words, “Top 3″ in Analytics is position 3, and “Side 3″ in Analytics is position 7 in AdWords. I hate to say it, but if you remember that those Top 4 positions don’t always show, it gives you a good idea why you should be using this data as a guide, not the final word.

While all this data is actionable, don’t get too committed to it. I’ve adjusted bid prices to match this ad position conversion rate data many times, and while the Analytics report is an excellent guideline, don’t get crazy with it. Adjust the bids just a little in the direction that the ad position data suggests, then see how the performance changes. For example, say you’ve got a hot keyword that’s been mostly in position 6, and the Analytics data is telling you that its converts like crazy in position 2. Raise the bids up a bit, so your average position is now 3, then check the analytics data again. That beautiful position 2 conversion rate may be a little different after the bid change. It is not an exact science, and you’ll need to take notes and proceed carefully and not mess with any other parts of the system (ie don’t test adcopy while you’re doing this), or you might seriously mess up the performance.

Before I forget, there’s an interesting fact about quality score that’s related to ad position. Click-through rates tend to rise as an ad moves higher up in rank. And because quality score is so tightly paired to click-through rate, you might imagine that higher-positioned ads would automatically get a little quality score boost. Not so. Google considered this, and has adjusted the quality score algorithm to reflect ad position. So if you wanted to force a better quality score by bidding really high and getting those high CTRs that first position tends to deliver, think again.

If you’ve got a list of keywords that need separating you can

1) Break out the list into one-keyword-match-type-per-adgroup, no matter how long tail the keywords are. This will give you a start toward good quality scores, but it can get unmanageable very fast and end up wasting a lot of time.

2) Break the list into one-keyword-per-adgroup, with all 3 match types in the adgroup. This is the same as #1, but you’ll have a third as many adgroups. That’s good, but you’ll probably still have a lot of keywords.

3) Break up the list into 2-10 groups that make sense to you. This is what most people do, and its a perfectly reasonable approach.

4) Peel and stick the top performing keywords into their own adgroup. This is the best way to break out keywords, but you’ll need a traffic history – either impressions, clicks or conversions. If you’re working with brand new keywords or a brand new account, peel and stick isn’t an option yet.

5) Use the adwords editor’s grouping feature to break up the adgroups for you. This is an interesting tool that’s fun to play with. Alas, I still think an excel doc and prudent use of the excel filter feature is much more efficient.

6) Paste the keyword list into excel and break up the list using excel’s filter tool. If you’ve got a list of over 1000 keywords, this is the sanest route.

7) Break out the keywords according to the nifty Wonder Wheel keyword tool. You can find it just below the search field after you’ve done a query on Google. Using the Wonder wheel data with filters in excel would be the most efficient and probably give you the best results. You might want to use the Google keyword tool to decide any judgment calls.

Running a campaign in Germany, or only in St Louis, and what to see how your ads are appearing, and what the competition looks like?

Go to https://adwords.google.com/select/AdTargetingPreviewTool

You can also modify the query string of any search to see results. For example, a normal search for “red slipcovers” would be

http://www.google.com/#hl=en&q=red+slipcover&aq=f&aqi=&oq=&fp=642c18fb4411ca2e

to specify it as a US only search would be

http://www.google.com/#hl=en&q=red+slipcover&aq=f&aqi=&oq=&fp=642c18fb4411ca2e&gl=us

Note the “&gl=us” at the end of the string.

http://www.google.com/#hl=en&q=red+slipcover&aq=f&aqi=&oq=&fp=642c18fb4411ca2e&gl=uk

Would give me results from the UK.

http://www.google.com/#hl=en&q=red+slipcover&aq=f&aqi=&oq=&fp=642c18fb4411ca2e&gl=cn

Would give me results from China.

Here are probably all the country codes you’ll ever need. These are all the options you can specify in the pull-down menu in the AdWords interface when you’re selecting countries.

Country/Territory Code
Afghanistan AF
Albania AL
Algeria DZ
American Samoa AS
Andorra AD
Angola AO
Anguilla AI
Antarctica AQ
Antigua and Barbuda AG
Argentina AR
Armenia AM
Aruba AW
Australia AU
Austria AT
Azerbaijan AZ
Bahamas BS
Bahrain BH
Bangladesh BD
Barbados BB
Belarus BY
Belgium BE
Belize BZ
Benin BJ
Bermuda BM
Bhutan BT
Bolivia BO
Bosnia and Herzegovina BA
Botswana BW
Bouvet Island BV
Brazil BR
British Indian Ocean Territory IO
Brunei Darussalam BN
Bulgaria BG
Burkina Faso BF
Burundi BI
Cambodia KH
Cameroon CM
Canada CA
Cape Verde CV
Cayman Islands KY
Central African Republic CF
Chad TD
Chile CL
China CN
Christmas Island CX
Cocos (Keeling) Islands CC
Colombia CO
Comoros KM
Congo CG
Congo, Democratic Republic CD
Cook Islands CK
Costa Rica CR
Cote d’Ivoire CI
Croatia HR
Cyprus CY
Czech Republic CZ
Denmark DK
Djibouti DJ
Dominica DM
Dominican Republic DO
East Timor TL
Ecuador EC
Egypt EG
El Salvador SV
Equatorial Guinea GQ
Eritrea ER
Estonia EE
Ethiopia ET
Falkland Islands (Malvinas) FK
Faroe Islands FO
Fiji FJ
Finland FI
France FR
French Guiana GF
French Polynesia PF
French Southern Territories TF
Gabon GA
Gambia GM
Georgia GE
Germany DE
Ghana GH
Gibraltar GI
Greece GR
Greenland GL
Grenada GD
Guadeloupe GP
Guam GU
Guatemala GT
Guinea GN
Guinea-Bissau GW
Guyana GY
Haiti HT
Heard and McDonald Islands HM
Honduras HN
Hong Kong HK
Hungary HU
Iceland IS
India IN
Indonesia ID
Iraq IQ
Ireland IE
Israel IL
Italy IT
Jamaica JM
Japan JP
Jordan JO
Kazakhstan KZ
Kenya KE
Kiribati KI
Kuwait KW
Kyrgyzstan KG
Lao People’s Democratic Republic LA
Latvia LV
Lebanon LB
Lesotho LS
Liberia LR
Libya LY
Liechtenstein LI
Lithuania LT
Luxembourg LU
Macau MO
Macedonia MK
Madagascar MG
Malawi MW
Malaysia MY
Maldives MV
Mali ML
Malta MT
Marshall Islands MH
Martinique MQ
Mauritania MR
Mauritius MU
Mayotte YT
Mexico MX
Micronesia FM
Moldova MD
Monaco MC
Mongolia MN
Montserrat MS
Morocco MA
Mozambique MZ
Namibia NA
Nauru NR
Nepal NP
Netherlands NL
Netherlands Antilles AN
New Caledonia NC
New Zealand NZ
Nicaragua NI
Niger NE
Nigeria NG
Niue NU
Norfolk Island NF
Northern Mariana Islands MP
Norway NO
Oman OM
Pakistan PK
Palau PW
Palestinian Territory PS
Panama PA
Papua New Guinea PG
Paraguay PY
Peru PE
Philippines PH
Pitcairn PN
Poland PL
Portugal PT
Puerto Rico PR
Qatar QA
Reunion RE
Romania RO
Russian Federation RU
Rwanda RW
Saint Kitts and Nevis KN
Saint Lucia LC
Saint Vincent and the Grenadines VC
Samoa WS
San Marino SM
Sao Tome and Principe ST
Saudi Arabia SA
Senegal SN
Serbia and Montenegro CS
Seychelles SC
Sierra Leone SL
Singapore SG
Slovakia SK
Slovenia SI
Solomon Islands SB
Somalia SO
South Africa ZA
South Georgia and The South Sandwich Islands GS
South Korea KR
Spain ES
Sri Lanka LK
St. Helena SH
St. Pierre and Miquelon PM
Suriname SR
Svalbard and Jan Mayen Islands SJ
Swaziland SZ
Sweden SE
Switzerland CH
Taiwan TW
Tajikistan TJ
Tanzania TZ
Thailand TH
Togo TG
Tokelau TK
Tonga TO
Trinidad and Tobago TT
Tunisia TN
Turkey TR
Turkmenistan TM
Turks and Caicos Islands TC
Tuvalu TV
Uganda UG
Ukraine UA
United Arab Emirates AE
United Kingdom GB
United States US
United States Minor Outlying Islands UM
Uruguay UY
Uzbekistan UZ
Vanuatu VU
Vatican VA
Venezuela VE
Viet Nam VN
Virgin Islands (British) VG
Virgin Islands (U.S.) VI
Wallis and Futuna Islands WF
Western Sahara EH
Yemen YE
Zambia ZM
Zimbabwe ZW

Here’s the short version of this post:

Its mostly the clickthrough rate of your exact match keywords appearing on Google.com (not the Search Partners or the Content network) that determines your keyword quality score. Keyword quality score is only a portion of overall quality score, which includes account level quality score, ad quality score, campaign quality score and landing page quality score.

Here’s the long version:

The original formula for ad ranking on AdWords was: CTR x Max Bid = Ad Rank

Later, it was this: CTR x Max Bid x Other Factors = Ad Rank. The “other factors” was not spelled out, and it was widely reported that “other factors” didn’t weigh as much in the equation as CTR and Max Bid.

Google now ranks ads according to this formula: Quality Score x Max Bid = Ad Rank.

Which Quality Score – keyword, ad, campaign or account? Good question. Its mostly the keyword and ad combo that creates the CTR, but also the keywords historical performance in your account, the adgroup’s historical performance and more.

I am watching myself get deep into the quality score mud here, and that isn’t the direction I wanted to go in this post. Let’s just keep it to the keyword performance. Also, let’s think of Quality Score not as Google’s clandestine formula for making your life miserable, but as a systematic way to ensure that their users have a good experience.

Google’s users are the searchers, by the way, not the advertisers. No matter how much you spend as an advertiser, you’re still a second class citizen compared to the innocent searcher who’s just trying to find what they want online. Google’s aim is to please the searchers, not the advertisers.

Reeling this back in to keyword quality score…

Google does track keyword performance on the search network and the content network, but if you have to pare down the complexity of quality score, its much easier to just focus on what’s happening on Google.com for your ads. If you didn’t know that there are 3 networks to show ads on, you should go learn about that now. Your campaigns should be separated out to run on Google.com, the Search Network and the Content Network separately.

If you are having trouble with quality score (ie, most of your keywords have a quality score of 7 or less), focus on the google.com campaign first.

Within that campaign, focus on the exact match keywords. If you don’t have exact match keywords, stop reading this and get yourself a basic AdWords tutorial because you have bigger concerns than just quality score.

The lion’s share of quality score at the keyword level is determined by the click-through rate of those exact match keywords.

So what’s a good click-through rate? Well, several years ago the AdWords system was disabling keywords that didn’t get above a .5% clickthrough rate, so that’s clearly the low end of the spectrum. I’d consider a clickthrough rate below 3% to be in the danger zone. Above 5% is respectable. Above 10% is pretty darn good – but with an exact match keyword paired to a well-written, hyper-specific ad, you should be doing pretty darn good.

When you get lucky, you’ll see a clickthrough rate over 20% for a strong keyword & ad pairing. That usually takes at least a month of ad split-testing, and a single keyword adgroup to get there, but any exact match keyword that gets more than 2000 searches a month warrants its own adgroup.

Keep in mind that the keyword quality score is just a slice of the pie. Theoretically, if your landing page is bad, you could have a keyword with a CTR of 80% and still see a quality score of 4.

With all the anxiety about landing page quality score, and because one of the key factors of good landing page quality score is relevance, it might be nice to know exactly what Google thinks your landing page – or your site is about, right? Enter the site tool.

Its been there all along, a radio button away from the popular Google keyword tool, and actually its part of the keyword tool.

It looks like this:

If you enter a path to the landing page, it will give you back data like this:

If you were sending traffic to a page, you’d want every main keyword you were sending to that page to appear in the links below. For example, according to Google this landing page is good for searching resulting from when someone queries “betta fish” or “beta fish”. If I was sending people who searched for “betta breeding” to this page, I’d have a problem with relevancy for this page according to Google, because that keyword doesn’t appear in the green bar after “showing keywords grouped by these terms:”.

Its a really good idea to check every landing page you use this way, to make sure the keyword searches you’re sending to the page match what Google thinks the page is about. Landing pages are given a pass/fail rating within the Google system, so you could be doing everything right with your keyword and adgroup selection and setup, and in the writing of your ads, but if a Google reviewer doesn’t like your site, you’re basically blocked from bidding on that keyword because of a poor landing page. I say “basically blocked” because even with a quality score of 3, you’re still able to pour money into the clicks, but unless you have an amazing business model you’ll just be losing money over time.

Also keep in mind that while its good to have a relevant landing page, its not everything. Your page also needs to be “transparent”, which needs you have to put navigation links on the page – Google does NOT want you to block a user’s natural wandering through your site, even if that interferes with your sales process. Putting the navigation links at the top of the page, rather than hiding them at the bottom, seems to help. Finally, don’t get too hypey on your landing page. Google is looking for trust-worthy advertisers who deliver value and are going to be around for a long time. If you wouldn’t send you grandmother to your landing page, chances are the Google rep doesn’t want to send her grandmother there either.

The Wonder Wheel is a graphical representation of how keywords are related to each other. You Can access it from any Google.com search results.

Here:

And then here:

This is what the wonder wheel’s search results look like:

Click on any one of the nodes to see related themes for that keyword.

This is an excellent tool to use to group keywords into adgroups, particularly on the content network. Its also an excellent tool for making decisions about which landing pages to build and how to target them. And for SEO, its a good suggestion tool for article topics, and which keywords to use on a page for latent semantic indexing.