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whwytriright 10 5 Paid Search Myths
but not impossible. your average order value is $8 and your cost per conversion
In fact, you can run a very successful paid search cam- is $10, you are losing money.
paign with just a few hundred dollars or less. Don’t focus on
the amount of traffi c you want from the campaign (this att i-
3) You need a long list of
tude will indeed cost you money). Focus on the quality of the
traffi c you receive. Stick to targeted keyword phrases of two keywords in order to
to three words or more (oft en called, “long tailed keywords”),
get results from paid
and set your match type to anything other than broad. You’re
looking for “phrase match” or “exact match” here. search. — False.
Th is couldn’t be further from the truth. In fact, to win at
2) You need an expert
paid search, you should focus your eff orts into smaller, more
targeted groups of keyword phrases that fi t your market. Th is
to succeed at paid will not only help you generate more targeted traffi c, but will
search. — False.
also help your quality scores, which several of the engines use
to determine relevancy of your ads. Higher relevancy means
Having an expert in your corner can certainly help, but if
higher search placement, at a reduced CPC.
you are not fortunate enough to have one at your disposal,
Start with the most infl uential (from the buyer’s perspec-
you can still run a profi table paid search campaign with the
tive) list of long tailed keywords and build from the knowledge
right knowledge and tools. For starters, if you follow the steps
you learn. If you have limited resources and time, your fi rst
I’ve outlined in the two previous articles and pay att ention to
att empt should not be a sweeping list of every keyword under
what your statistics tell you, it is possible to generate profi ts
the sun. It should include the top 10 or 20 keyword phrases
from your paid search eff orts.
that best describe the product you are trying to sell.
Start with thorough keyword research and build your
Keep your groupings of keywords low, and for an added
list, laying the foundation for success. Th en set a monthly
advantage, send the traffi c from each group directly to the
budget based on your individual marketing budget needs
product page on the site that the ad references. Th is will be the
and traffi c goal. Want to get an idea of how much traffi c you
landing page for that set. Again, keep your keyword lists small
can expect from your eff orts? First determine the industry
at fi rst. I’ve had great success on a number of paid search cam-
average CPC (cost per click) for your niche.
paigns in which only one to fi ve total keywords are utilized,
To calculate your industry average CPC, simply take the
which target the exact niche. Leaving the broad targeting to
reported CPC of the keywords you built into your list, given
your competitors and sticking to the more focused campaigns
the position preference you desire, add them up and then
should both reduce your monthly cost and increase the qual-
divide by the number of keywords in the list. Now you can
ity of your traffi c; both great strategies for success!
take that number and divide it by your marketing budget, to
get an estimate of the number of visitors you can expect.
For example, if you have a list of 10 keywords with an 4) Organic search is
average CPC across all keywords of $.25, and you have $250
cheaper and yields
to allocate toward paid search each month, you can expect
somewhere in the area of 1000 visitors (clicks) for your invest- far better results than
ment. To make profi t as your campaign moves forward, you
paid search. — False.
must ensure that your own average Cost/Conv. (cost per
While natural SEO can at times cost less than paid search, it
conversion) is less than your average order value. Th e fur-
can also cost just as much, depending on the company you
ther those two are apart, the more profi t you generate. For
hire to do it for you. In this case, I have found that the old
example if your cost per conversion is $10 and your average
saying of, “you get what you pay for,” oft en rings true. Pay
order value is $20, you are making profi t. If on the other hand
for less, get less. Pay for more and get more.
Continued On 14 whwytriright
12 August 2009
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