Keywords Can’t Be Too Specific On PPC
September 19th, 2008 by Alan
General keywords in PPC campaigns always generate the most impressions, but remember it is clicks and conversions that you are interested in. In some cases general keywords will also generate the most clicks and conversions as well. However, most PPC experts will tell you that higher conversion rates and CTR’s can be achieved by more specific keywords. As a PPC Campaign Manager I am one of these experts that will tell you the same thing.
For the majority of campaigns branded and specific keywords always have more success than general keywords. Especially in campaigns with tighter budgets a general keyword can eat up the budget and restrict the success of other keywords. A few general keywords that have a low CTR and therefore a low quality score can affect the quality score of the entire campaign; again restricting the success of other keywords.
Unlike other PPC experts I am going to take this one further and say that extremely specific keywords should not be ruled out even though they are likely to have very few impressions. Having a products full description for a keyword will often produce very few impressions but very high CTR and low CPA.
The reason for this is that someone searching for power tools for example is very unlikely to search for ‘Panasonic 18V Cordless Combi Drill & Driver’. But there will be a few that will search for this product specifically, usually with an intention to buy. If a user has read an article or something else related to the product, or they require an exact replacement, they will search for that exact item.
As such never rule out extremely specific keywords even if you think that they will get next to no impressions, because the impressions they do get are the most likely to turn into a click and conversion.
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Do not use general keywords. The new rule to research keyword is to use more specified keywords but not the general keywords.
General keywords are very poor keywords with low conversion rate. These general keywords are very poor driven traffic to your site. On the other side, it specifies the drive on which keywords of the high-quality and well-directed traffic is driven to your site.
The best way to fit the general keywords in a campaign is to profitably allocate their own ad groups. All the keywords are often grouped according to their themes and stage in the buying circle.
General keywords must be in an ad group and long tail of keywords in another. This allows you to focus on the text of the notice and more specifically, the strategy of the buying cycle for their clients.
Research on your competitors and create more niche keywords with the search keyword. There is no doubt that the tools keyword search can certainly help you to generate a huge list of keywords niche.