In times past there was no trouble getting an upper position in those highly searched, general keywords like 'china', 'business', 'running' and 'headache' for a nickel a click. When you did a search on Google for one of those terms, you would get only 1 or 2 results, indicating to you that you could bid a minimum price for your clicks. But advertisers had a very hard time getting a generic term like "running" to stick, especially in the early days before phrase- and exact-match options were available. A person who typed in a keyword like "business" could have any of a thousand completely different ideas in mind for what he was looking for, so he was not only unlikely to click on your ad, but even if he did click on it, he was that much less likely to buy anything from you. Since that time, there have been changes in the ways to manage PPC. No longer is there a minimum CTR, so keeping your clicks up is a non-issue. Also advertisers have gotten more savvy in the past year or two and are able to make these general terms become opportunities to market lucrative information. So now it is worth the trouble to bid on general, non-specific, big-traffic keywords. But what is the secret to making them work? Here is the answer: 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. 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 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. Keyword markets vary, some are larger and some are smaller. Some keyword markets are more competitive than others. Keywords will not deliver the same earnings to each person using it. Some keywords will have an overabundance of competitors making the bid prices above market value and unrealistically high. 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. You sell when you match that implicit conversation that your customers have with themselves.
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In times past there was no trouble getting an upper position in those highly searched, general keywords like 'china', 'business', 'running' and 'headache' for a nickel a click. When you did a search on Google for one of those terms, you would get only 1 or 2 results, indicating to you that you could bid a minimum price for your clicks.
Having over ten years of experience in google adwords management , Kirt Christensen, will share his expertise in PPC management, by presenting you tips he found that are effective (and some that aren't). http://www.managemypayperclick.com
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