As we navigate through the murky and expensive waters of Google AdWords during the holiday season, there are a few other things that could help close that sale.

Have you ever seen those holiday gift baskets at your favorite big box store? Here in New Jersey we have several Costco and BJ's stores. Right now, in the middle of October, they already have shrink wrapped holiday gift baskets for sale. There's a basket bundle of video games, another for movies, and of course a basket of edible goodies.

These baskets present the gift buyer with a perceived greater value. Among those bundled items is probably one quality item and then the rest are lower cost to produce or perhaps even closeout items from the manufacturer.

The movie "Indiana Jones and the Kingdom of the Crystal Skull" had its ups and downs in the ratings a...
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Over the last 2 days we've given you ideas for targeting Pandora jewelry in your AdWords ads. Since the price point on Pandora is so low, the product lends itself nicely for gift givers on a limited budget. We're going to continue talking about Pandora today but before we give you specific ad ideas, we need to offer you some advice on Google AdWords trademark policies.

The procedure explained below will work for any vendor, not only Pandora.

Google AdWords monitors ads and will automatically disqualify and disable them when found to violate a trademark. It doesn't matter if you are a Pandora "Gold Store" or a "Silver Store," you are still not allowed to use the name "Pandora" in your AdWords ads without some type of permission.

Permission is easy to achieve if, and only if, you have a written contract with Pandora....
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Speaking of budgets, let's talk about your holiday AdWords budget. From January through October you should be spending your advertising budget on targeting keyword phrases that return the highest ROI. Perhaps these are long tail phrases like "pandora rose bead," but certainly not simply "pandora bead." The long tail phrases (those 3 words or more) are usually much less expensive than the 1 or 2 word phrases.

Here's the cost as of today's measurements:

"pandora bead"
Extremely high search volume and competition
Top ad position costs $3.29 per click

"pandora rose bead"
Extremely low search volume and medium competition
Top ad position for less than $1.50 per click

During December you should expect to see the AdWords click prices to spike up to $35 for most generic jewelry phrases. Last year we mea...
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