Chapter 5
Reading the Mind of Your Market
In This Chapter
- Decompressing keywords into desires
- Decoding the Google SERP
- Eavesdropping at the watering hole
- Cutting through the clutter with positioning
In Chapter 4, we show you how to size up search markets based on keyword volume and cost: the number of searchers as well as how much you need to pay for website visitors from those searches. If you did the optional extra credit and wrote multiple ads for each bucket, you got some market feedback on variations of your message.
In this chapter, we look at keywords from a completely different perspective: what they can tell us about your prospects' desires and fears. We begin by discovering what keywords can tell us about the people typing them, and then explore quick and dirty (and free!) ways to start answering our questions. And because this is AdWords, you don't have to be right from the start. You can run our assumptions through the testing machine to discover the profitable truth.
Get Google AdWords™ For Dummies®, 3rd Edition now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
