I Don't Have Enough Keywords for this PPC Campaign

efeezy

efeezy

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Oct 5, 2007
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I've got a pretty solid offer I'm pushing, but after testing a few hundred keywords, there's only a couple that have gotten me any conversions, an only a few at that.

Most of the KW's I tested were absolute crap. So now that I've narrowed it down, I only have a dozen or so keywords that are even worth running. I've tried to get extra creative with variances on all of them and even those just don't get many impressions, let alone clicks or conversions. It's an extremely specific product in it's niche that people probably aren't going to buy when searching for general niche keywords.

I know I'm bidding high enough, so that's not the problem. I'm thinking I might need to let this campaign die a quick death and move on, since there just aren't enough KW's for the niche to make it worth proceeding. Any of you run into this problem, and are there any things you've done to make it work? Feel free to shoot me a PM if you have any ideas. Thanks.
 


A profit is a profit is a profit.

Anyway, have you heard this thing about People Who Buy Beer tend to Buy Tampons as well? Expanding Horizontally can work at times. Mostly.
 
Knowing when to cut your losses is a good trait to have.

But yeah, Garrett is right about testing ads and landing pages. Pick the keywords which generated you the most clicks, work with the ads on that and then alter the landing page to see which picks up more conversions.

Split testing is a great tool.
 
blogspotter said:
A profit is a profit is a profit.

Anyway, have you heard this thing about People Who Buy Beer tend to Buy Tampons as well? Expanding Horizontally can work at times. Mostly.
Click to expand...

Lol, I was under the impression it was beer and baby diapers.

Knowing the logic behind that pattern is what makes it work. Because if you don't have the logic - you aren't going to grab the visitors for the ad.

In this one, it was found that on Friday nights, sales of beer and baby diapers was exceedingly higher - so the grocery stores would move the sections together to increase sales.

What actually happened when marketing majors polled the customers was that since Friday was payday, their wives sent them to grab some stuff for the weekend. So, while they were in there getting stuff for their wives, they picked up some beer too for the sports games on Sunday since you can't buy beer then.

So with PPC text, you have to make those leaps and get the text to help the visitor think it's a good horizontal shift in their mind.
 
I'm getting lots of clicks on those "crappy" keywords I tested that didn't convert. That makes me think my ads were good, but maybe my LP's I was testing weren't right for the searches people were using to get there. The KW's were completely related to the product and niche, but were more broadly related terms, that might not have been "buying mode" keywords. Which brings me back to my original issue. I have these dozen or so KW's that have converted so far, and I'm not sure of my best plan of action from here, as I'm stuck being able to expand on those particular KW's.
 
if you got the patience for it, and if there's enough volume for those keywords, try building an LP that's consistant to your ad text. Hell just change the headers. it shuld lower your bounce rate and keep visitors glued to your webpage long enuf for them to convert.
 
Biggest thing is continuity between your ads, landers, and offer pages.

It sounds like you are at a profit for your later dozen or so keywords. Keep those for now.

Now take those "crappy" keywords that didn't convert but got lots of clicks. It sounds like they are more broad terms. With broad terms, instead of buying terms, you need to make your ads more buying oriented to avoid "the lookers".

Sometimes including the price, etc is all you need to do in your ad.

Without knowing more about your campaign and such I can't really help ya out much more. Like I said before though the BIGGEST thing is continuity in the design and copy from your ad to your lander to your offer.

My general rule is that if the consumer can't tell the difference between my lander and the offer page I've done my job. You need it to be smooth process of clicking. Consumers when going from one site designed one way to another site designed a different way get confused and lose interest in their (your) end goal. Consistency breads trust.

EDIT: Yeah, juntao65 pretty much summed it up.
 
Sounds like I've got my work cut out for me....so I'll be back in about 6 weeks to update my progress.

Thanks for the tips. I'm going back at it and will make this mofo profitible.
 
efeezy said:
Sounds like I've got my work cut out for me....so I'll be back in about 6 weeks to update my progress.

Thanks for the tips. I'm going back at it and will make this mofo profitible.
Click to expand...

protip: you absolutely MUST track conversions by adcopy
 
FTC-Hater said:
Like I said before though the BIGGEST thing is continuity in the design and copy from your ad to your lander to your offer.

My general rule is that if the consumer can't tell the difference between my lander and the offer page I've done my job. You need it to be smooth process of clicking. Consumers when going from one site designed one way to another site designed a different way get confused and lose interest in their (your) end goal. Consistency breads trust.
Click to expand...

Thanks for this. I have believed this to be true but have never seen it stated so plainly.
+rep
 
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