Market Where They are Not
Find the Right Place to Strike

Web Advertisement -- Search Engine Positioning

There are sets of keywords in every section of industry which are well known and heavily searched. Whether you are selling cars, balloons, books or horse shoes, the popular vocabulary for your products is small. You know this, the trouble is, everyone else in your industry knows it too.

The standard response to this environment is to focus resources on being in the top-10 SERPs for those keywords. If this proves to be too much of a burden on the existing resources, then -- at least be on the front page with an advertisement.

PPC Facts

If you have tuned your PPC campaign:
  • 60% of the clicks you receive are not your customer
  • 30% of the clicks might be your customer
  • The remaining 10% didn't need the ad, but clicked it anyway
These are the cold hard facts behind CTR in PPC advertisement. A Click is not a sale, and the Rate, is simply a speedometer; measuring how fast you are burning through your budget.

When looking for keywords for PPC ads, I'm not suggesting that we ignore the high-volume/highly-competitive keyword sets, I'm suggesting that we take a very careful look at the ROI of this set, as compared to the ROI of some of the less competitive, but 'fair' traffic words. Is being number one for five word sets getting 1000 hits a month as good or better than being number 10 for a keyword set getting 50k a month? The answer to this is ROI, what are we making and what are we spending.

High demand keywords can go for $5-$15 a click, low demand sets can go for .01-.10 a click. If 10% of both of these are bringing in sales, we need to ask some serious questions about our marketing assumptions.

What is on our side, is it doesn't take much of an investment to know where the true bang for our buck really lies. A dollar for 100 clicks to our landing page is going to tell us very quickly an answer worth several thousand dollars.

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Market Where They are Not

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Created by Glenn Hefley Internet Marketing