Manage high traffic keywords & low traffic keywords better - cut your keyword costs

High traffic keywords have the potential to generate a lot of business on your website but they also generate a lot of costs very quickly because they get so many clicks. Learn to manage your high traffic keywords carefully... lest they eat your lunch.

Once you have developed a long list of advertising keywords you will inevitably find that a small handful of these advertising keywords generates the most traffic to your website. Which is usually good news. But these high traffic keywords do not always the most conversions. Which can be very bad news.

That is why you should...

Isolate your high traffic keywords

Actually, your first step should be to separate your advertising keywords into campaign groupings based on context and theme. For more detail on this step read:
Pay Per Click Campaign Management - Get Better Quality Scores, Spend Less Money. However, after you have separated your advertising keywords into logical divisions using your adwords campaign structure you still need to go a step further to achieve better keyword cost efficiency.

High traffic keywords

High traffic keywords (also called fat head keywords) are usually less targeted keywords, consisting of single words or very short phrases etc. Being less targeted these high traffic keywords tend to deliver lower conversion rates than lower traffic keywords which tend to be more highly targeted.

So, your bidding strategy for search targeted results will be different for high traffic keywords and low traffic keywords. You may need to bid lower on high traffic keywords to make them work with their lower conversion rates. But, even with lower conversion rates these high traffic keywords are very important and tend to deliver the most gross conversions because of sheer volume. The key concept is that this conversion rate will tend to be different for high traffic keywords and they should be managed separately.

High traffic keywords will begin to flow to the top of your reports if they are sorted by volume in descending order. This sorting makes it easier to spot your high traffic keywords then peel them off and move them into separate campaign groups. This separation will greatly facilitate applying your unique bidding strategy for these words. Separation will also allow you to focus on that handful of high traffic keywords without getting lost in a long list of mixed high and low traffic keywords.

Low traffic keywords

Low traffic keywords (also called long tail keywords) tend to be more specific with fewer single words, contain longer phrases, have more qualifying words etc. Because these low traffic keywords are more specific and qualified they generally have higher conversion rates and create high quality leads. Low traffic keywords can be managed more on a group level and less as individual words. Low volume keywords will also require less frequent tinkering.

How will this adwords campaign separation look?

Let’s say you are promoting a web site that sells office products. You have created your campaign categories to include, office furniture, copiers, printers, paper etc. Using this method of separating high traffic keywords from low traffic keywords for search targeted results you would now have your campaigns for each of these categories set up like this:

1. Office furniture—content
2. Office furniture—search (high traffic keywords)
3. Office furniture—search (low traffic keywords)

1. Copiers—content
2. Copiers—search (high traffickeywords)
3. Copiers—search (low traffic keywords)
4. Etc.

Then when you add in the adword group sub-sections your campaign structure might look like this:

1. Copiers—content category level
   1. Konika ad group level
   2. Canon ad group level
   3. Xerox ad group level
2. Copiers—search( high volume keywords) category level
   1. Konika ad group level
   2. Canon ad group level
   3. Xerox ad group level
3. Copiers—search( low volume keywords) category level
   1. Konika ad group level
   2. Canon ad group level
   3. Xerox ad group level

Separate your adword campaign budgets

Another advantage to separating high traffic keywords from low traffic keywords is the ability to separate your ad budgets and manage them accordingly. Because Google applies budgets on the campaign level your separation of high traffic keywords and low traffic keywords will have to take place on the campaign level rather than the adword group level to accomplish this separation of ad budgets.

When the budgets for low traffic keywords and high traffic keywords are mixed the high traffic keywords will tend to burn up the available cash on the front end and possibly limit your exposure for the low traffic keywords that that are so highly targeted and have good conversion rates and create high quality leads. separating the budgeting for these tow types of advertising keywords will help you balance the two.

Your organizational structure for campaigns is destiny. How you organize, categorize and budget your campaigns will have a dramatic impact on your success with pay per click advertising.

Bollywood Clips

Pay Per Click Campaign Management - Get Better Quality Scores, Spend Less Money

Manage your pay per click campaigns better and improve your quality score with Google (and with Yahoo! or MSN). You'll spend less money to get more traffic to your website.

Pay Per Click Campaign Management For Better Quality Score

Getting a better quality score means you don't have to bid as much to get your text ads shown. You could even bid less than your competitors and still get better placement of your ad. How does it work...

In addition to your click through rate quality score is determined by factors such as:

• the relevance of your ad to the key word being searched
• the relevance of the landing page to the key word being searched

…you may find you get better results when you organize your paper click advertising campaign around word concepts, and types.

An Example:
If you are advertising for office products you might want to organize your campaigns by the same categories that you use to organize your website navigation. So you may find yourself with separate campaigns for furniture, copiers, paper, printers, organizers etc. rather than one large campaign for office supplies.

So instead of having one campaign for office supplies with 2000 keywords that lumps together all sorts of keywords for office products such as ergonomic chairs together with copier toner in one long contiguous list… you will be better off twenty campaigns with 100 words each where the key words and ads are organized and separated by concept, theme, or product line.

Form leads to relevance
Managing your pay per click campaigns with this new categorization method you will find that when you write your text ads you are not creating an ad that is very general like “ Get office products, large selection available”. Instead you will be creating targeted unique copy and targeted unique ads for each of your twenty campaigns.

Writing text ad copy that is highly targeted to the keywords being searched will greatly improve your quality score and lower the amount of money you are required to bid to get that coveted top placement. You'll find the added work you put into your pay per click management is well worth the effort.

Now go one step deeper
When you have organized your pay per click campaign by the larger concepts you can then use ad groups as sub-sections of your campaigns to further subdivide your keywords and achieve even higher relevancy and improve your quality score.

Take your campaign for copier paper… break it down into adword subsections of very specific keywords that match up with some very specifically worded advertising copy. Your campaign for copy for copiers might have ad groups broken out by manufacturer:

• Xerox
• Brother
• Konica
• Canon
• Etc.

You can see the number of ad group’s you end up with is going to be rather large… but that’s the general idea of being more targeted and relevant. It’s better to have 100 at groups with twenty keywords than to have everything loaded into one big lump. And as I have noted earlier you'll find the added work you put into your pay per click management is well worth the effort when you see your quality score go up and your minimum bid requirements go down.

Breaking your keywords up in this manner forces you to write ad copy that is specific for each keyword group and will provide the structure and discipline you need to write more targeted copy and improve your quality store.

And a better quality score means you will spend less money to get more clicks.