There was a time when you could get top position on high-volume, nonspecific keywords like \”China\” or \”business\” or \”running\” or \”headache\” for as little as $0.05 a click. If you did a Google search on one of these terms, only one or two results would show up, telling you that clicks were available for ultra cheap.
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.
Now the rules have changed in the world of PPC management. There\\’s no longer a minimum CTR, so maintaining a certain number of clicks isn\\’t an issue. And advertisers are much smarter now than they were even two years ago and are turning these generic terms into profitable information marketing opportunities.
So currently it is worth the effort to put bids on the highly searched, general keywords. The question is how do I make them work?
Here is how to do it:
Change your ads until you find a winner. Make copy changes and run trials, then more trials. This can be a lengthy process with plenty of failures but the victories will come if you will be willing to try and try again until you get a winner.
Use negative keyword to your advantage.
With your ads you want those who you don\\’t want clicking to be disqualified. When you offer \”Golf Instructions: Free\” you will get unsuitable folks clicking. However if you offer \”Golf Video $49\” those who are serious and likely to buy will be the ones clicking.
Fully utilize the clicks you pay for. Offer not only merchandise, but also information. Have a landing page where you can gather opt-ins, and offerings of free guides, tutorials, or e-courses of some type. This will make you into an information source, and make your customers stick with you and make your visitor value rise. Then those broad clicks will be worth paying for.
The New Rules Of PPC Management
The keywords on your list each have their own market.
Each keyword stands for the state of mind the person had when typing it.
Behind each of the words your clients type in while searching is a desire, necessity, inquiry, or premise they have, but may not be aware that they have.
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.
An excess of competition for some keywords will cause the bid price to rise unnaturally above actual market value.
In contrast some keywords are left out even though using them would bring you to a stronger market with better responses, and they can be found using a reliable keyword tool.
You sell when you match that implicit conversation that your customers have with themselves.
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