Gibsons1's Blog

Week 9

November 20, 2009 at 6:12 pm | Posted in E-Commerce, Paddy Power | Leave a comment
Tags: adwords, google, key words, Paddy Power

This week I have been asked to find twelve key words that can perfectly describe my website, Paddy Power, and be used as part of an Adwords campaign. I used the Google Keyword Tool which finds key words that have been searched for in that month and for the 12months previous. Typing paddypower.com into the ‘website content’ bar returned these results.

The screenshot below shows the different terms to which keywords have been put under when paddypower.com was searched. Most key words come under the term ‘betting’ which is expected. Other top key term come under football betting and sports betting which is the main reason of the website.

The result of a broad match type search shows a list of key words under different term headings. A broad match type means your ad is shown on similar phrases and relevant variations. For example, horse racing returned 1,830,000 searches in Google over the last 12 months. Whereas in a phrase match type search, which means your ad is shown for searches that match the exact phrase such as “horse racing”. This query returned 1,500,000 results in the last 12 months. The final match type search is exact which allows your ad to show for searches that match the exact phrase exclusively. An search including this would be [horse racing] which returned considerably less than the other two match types, 246,000.

For this search I took off ‘group keywords by common terms’ radio button to find how all keywords ranked in a list in relation to each other. This means the match type is not affected. Top 3 keywords in this search are sports, horse and horses. I believe many of my top keyword results are similar to others such as horse, horses, races and horse racing. I have limited this to just one keyword called horse racing in my list of twelve.

The graph below is from Google Insights for Search and shows the interest over time in paddypower.com. It also shows regional interest and as you can see Ireland is the main region of usage.

This time I used Googles search based keyword tool. I typed paddypower.com into the website box and the screenshot below shows the results I got. Results were surprising. I had expected the common keywords like betting, horse racing and gambling to be high but they weren’t in the list. Key words such as ‘win money’ and ‘online competitions’ were present along with Spanish results like ‘partidos en directo’.

My final list of 12 keywords would be:

Sports Betting

Horse racing

Gambling

Football betting

Bookies

Win money

Live betting

Free bets

Betting

Online bingo

Betting Odds

Paddy

I have chosen these 12 key words as I believe each of them best describe my e-commerce website.