Wasteful Wednesday

Wasteful Wednesday with Wil Reynolds #10 Keyword of the Week “Manuals”

Watch Episode 10 on “Manuals”:

← Watch Episode 9 on “Conferences” | Watch Episode 11 on “PDF” →

Read the Transcript of Episode 10 on “Manuals”:

What’s up everybody, Wil Reynolds here for another Wasteful Wednesday.

This Wednesday, we’re talking about manuals, BORING stuff. You do not want to pay for people looking for user manuals.


Keyword of the Week: “Manuals”

Query: “POS machine user manual”

If I type in “POS machine”, cool, I get it, all you lovely advertisers.

But if I’m looking for the user manual, which is probably a search done on the mobile, which means people are accidentally clicking on your ads, then you want to make sure you’re not showing up for these.

So please negate the word manual and you can see time and time again, different companies show up with their ads.

Query: “Oracle financials cloud security reference manual”

When someone’s looking for the manual, “Oracle Financials cloud security reference manual”

…Design Oracle Cloud Security, I’m looking for the manual! I’m telling you guys, I bet you manual words, probably nets Google a million dollars a year. And none of y’all want to show up for those usually, right?

None of these are good matches.

That’s why we have Wasteful Wednesday to start sparking ideas for you to save money.

Got one more for you.

Query: “Ring doorbell installation manual

If you’re looking to do a Ring doorbell installation, cause you’re looking for the manual. So you already bought it, which is probably why you’re looking for the manual.

Why would Simplisafe try to show me how to install their doorbell? Nooooooo!

So manual keywords, be careful.

If you have a business where people are constantly looking for the manuals, if you’re going to bid on it, give them the manual, but more than likely they already bought it. So you don’t want to spend more money on a customer you’ve already acquired, or if you’re bidding on competitor names, be careful that you’re not showing up for people looking for your competitor’s manual.

Alright, that’s Wasteful Wednesday for this week.

If you have a hypothesis, send it on in, drop a comment below and then I’ll maybe try it next week.

So between that, and I also wanted to remind you all that, we do this stuff for a living.

It makes me happy to give people their money back.

So we built a tool it’s free. It’s called Saving Benjamin™ Lite because we want to save you those Benjamins. Got it? I didn’t come up with that. And once you click the link, you can go and upload your data and get some of these insights yourself at scale.

Have a wonderful Wednesday, take care.

Key Takeaways

  • Use your SEO and PPC data together to identify whether or not your PPC ads are matching to instructional terms.
  • Negate terms like “manual”“user manual”, etc. — especially when you’re bidding on a competitors brand name — to improve Quality Score and Landing Page Experience. Leverage our Saving Benjamin™ Lite tool to find more negative keywords in your PPC accounts.
  • Keep watching Wasteful Wednesday episodes here!


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