Remaining Focused with Pay-Per-Click Advertising
When you set out to begin a pay-per-click advertising campaign, it can be difficult to resist the temptation to pick the keywords or phrases with the greatest number of searches. In reality, these are the types of keywords you need to stay away from.
Why, you might wonder? The answer is simple: these keywords and phrases are usually more costly and will actually provide you with a lower conversion rate. The reality is that everyone within your same market is gunning for those same keywords because of the large number of Internet users typing those words into the search engines. As a result, the cost per click gets driven up.
When staring a pay-per-click advertising campaign, you need to be smart about the way your dollars are spent and make sure you will still make more money than you will lose from the traffic you gain.
Logically, you might think that having a heavily searched and general phrase will help you with your conversions. But, the opposite is usually true. If you use a general term such as “dogs,” for example, you don’t know if the person doing the search is interested in information about types of dogs, is looking to purchase a dog, or is wanting to buy products for dogs. If you are trying to sell dog products, drawing in those interested in learning about dog breeds isn’t going to help you make a sale. And, if you have to pay for thousands of people clicking on your link that are really just looking for information about dogs, you will be losing money through your pay-per-click advertising campaign.
To get the most out of your Pay Per Click marketing campaign, you need to remain focused on the keywords you select. For a site selling dog products, you might do better with a phrase such as “dog shampoo.” Or, if you specialize in organic dog products, “organic dog shampoo” might be even better. This phrase is likely to be far less expensive than “dogs” and it will bring in more targeted traffic from those that are more likely to be interested in your product.