It used to be that getting an upper placing on highly searched, generic words such as China, business, running, and headache, for a nickel a click was easy. A search on Google would show that there were few results for this search and you would then know you had cheap clicks coming.
But as an advertiser you had a difficult time getting these general terms to convert, particularly before the advent of phrase- and exact-matching were in use. When someone entered a keyword there could be any one of a number of different specific things on his mind that he was looking for. The chances that he would click on your ad was slim and there was an even a slimmer chance of his buying your product.
Since then, the PPC management norms have changed. Now there is no minimum CTR, you don't have to worry about keeping the clicks up. Advertisers have gotten smarter over the fast few years and are able to take those non-specific terms and make of them opportunities for profitable information marketing.
So there's now value in bidding on generic, nonspecific, high-traffic keywords. But how do you make them work?
Here is how to do it:
Use test runs, try out different copy, tryout others, write new ads till you get one that works. This is time consuming, and you will have failures before you have success. But you will break it down with your tests until you find the winning combination.
Make full use of negative keywords.
Include statements in your ad that disqualify people you don't want. If you offer "Free Golf Instruction" in your ad, you may get riff-raff that you may not want. If you offer a "$49 Golf Video" you'll get people who will seriously consider purchasing it, and few others.
Market information, not just products. Send people to a landing page that collects opt-ins, and offer a free guide, a tutorial, or an e-mail course of some kind, which will establish you as an information source, create longer-term customers, and grow your visitor value to where even the most generic clicks are worth getting.
Managing PPCs - The New Rules
Literally every keyword in your list is a market of its own.
Every keyword represents a mindset that people have when they type it.
There is a wish, demand, query, or supposition prompting each of the words your customers uses to search with that they may not be totally aware of.
The markets for your keywords will vary in size large, small and in between.
Some keyword markets are more competitive than others.
Keywords will not deliver the same earnings to each person using it.
There are always keywords that are overloaded with competition, where bid prices are jacked up far beyond their real market value.
On the other hand there will be some keywords that, though they make up a better more reactive market, and are available using good keyword tools, are generally neglected.
If you want buyers, instead of lookers, display for your customer his thoughts and feelings. That is when he will buy.
But as an advertiser you had a difficult time getting these general terms to convert, particularly before the advent of phrase- and exact-matching were in use. When someone entered a keyword there could be any one of a number of different specific things on his mind that he was looking for. The chances that he would click on your ad was slim and there was an even a slimmer chance of his buying your product.
Since then, the PPC management norms have changed. Now there is no minimum CTR, you don't have to worry about keeping the clicks up. Advertisers have gotten smarter over the fast few years and are able to take those non-specific terms and make of them opportunities for profitable information marketing.
So there's now value in bidding on generic, nonspecific, high-traffic keywords. But how do you make them work?
Here is how to do it:
Use test runs, try out different copy, tryout others, write new ads till you get one that works. This is time consuming, and you will have failures before you have success. But you will break it down with your tests until you find the winning combination.
Make full use of negative keywords.
Include statements in your ad that disqualify people you don't want. If you offer "Free Golf Instruction" in your ad, you may get riff-raff that you may not want. If you offer a "$49 Golf Video" you'll get people who will seriously consider purchasing it, and few others.
Market information, not just products. Send people to a landing page that collects opt-ins, and offer a free guide, a tutorial, or an e-mail course of some kind, which will establish you as an information source, create longer-term customers, and grow your visitor value to where even the most generic clicks are worth getting.
Managing PPCs - The New Rules
Literally every keyword in your list is a market of its own.
Every keyword represents a mindset that people have when they type it.
There is a wish, demand, query, or supposition prompting each of the words your customers uses to search with that they may not be totally aware of.
The markets for your keywords will vary in size large, small and in between.
Some keyword markets are more competitive than others.
Keywords will not deliver the same earnings to each person using it.
There are always keywords that are overloaded with competition, where bid prices are jacked up far beyond their real market value.
On the other hand there will be some keywords that, though they make up a better more reactive market, and are available using good keyword tools, are generally neglected.
If you want buyers, instead of lookers, display for your customer his thoughts and feelings. That is when he will buy.
About the Author:
Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to adwords pay per click, he's the man!
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