Are You Paying Too Much for Pay-Per-Click Ads?

September 2007

Broad keyword search terms could drive a lot of traffic to your website, but broad keyword pay-per-click terms could cost you a lot of money. Learn how you can drive traffic without driving you budget into the ground.

Are You Paying Too Much for PPC?

Learn why SEO keywords could cost your dearly on PPC

Broader search terms drive more traffic to your website–great for brand awareness, but bad for your PPC budget. Here’s why…

Let’s say you sell apples, not the computer, but the fruit. And you only sell Macintosh apples (again, the fruit and not the computer). So you include the keywords “apple” and “Macintosh” and probably “fruit” in your metadata. Then you make sure your copywriter includes these keywords on the web page.

Here’s the problem with your keywords…
They’re general and only a portion of the traffic they drive is what you would consider a qualified lead for your products or services. In other words, searching for Macintosh apples may drive computer shoppers to your website. No harm done… it didn’t really cost you anything.

Now consider pay-per-click (PPC)…

If you’re using the same general terms as in your keyword list, then you’re going to pay for clicks that will never yield any business. Plus, some of the more generic terms are very expensive and highly competitive–the only way to get a page-one position is to bid more. But you really shouldn’t have to pay more. Instead choose more more specific phrases that cost less, but still give you a good position in paid search ranking.

Be specific with your PPC keywords…

Consider PPC words and phrases that are more specific to your product or service. The goal is to get more conversions. And that doesn’t necessarily mean going with the most expensive terms. Instead of apple or Macintosh apple, try “Macintosh apples for baking” or “best apples for pies."

Food for thought…

Having more general keywords for driving natural searches to your website is a good thing, but when you’re paying for clicks, more specific terms that will convert are better.

That’s integrated marcom! More next time…
Joan

PS Need help integrating more keywords into your webcopy or pay-per-click ads? Call (845) 778- 5095 or email today.

PPS Tell us what you think about pay-per-click.  Click here to post your comments to my Integrated Marcom Minute Blog.