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.

The only problem was that an advertiser would have difficulty getting those non-specific terms to convert to sales. If a searcher entered in one of those terms like ‘business’ the idea that compelled him to use that term might have stemmed from a broad spectrum of topics. The likelihood of his clicking on your ad was small and the likelihood of him making a purchase was even smaller.

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 the answer:

Run trials, test copy ideas, and try again, writing ads until one works. This can take a long time, and you may fail a number of times before you find a winning formula. But you’ll win by attrition, if you can keep testing and testing until something works.

Make full use of negative keywords.

In your ads have phrases that are disqualifying to those you don’t want to click. By offering ‘Free Golf Instructions’ with your ads you will most likely attract undesirable traffic, but if you advertise ‘$49 Golf Video” most of your clicks will be folks serious about making a purchase.

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.

Every keyword represents a mindset that people have when they type 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.

You will have more competition with some keyword.

Some keyword markets produce more dividends for the winners than others.

Some keywords will have an overabundance of competitors making the bid prices above market value and unrealistically high.

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.

If you want buyers, instead of lookers, display for your customer his thoughts and feelings. That is when he will buy.

Tags: Keywords

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