Keywords with Low Click-Through Rates
As you learned in Chapter 4, “How the Search Engines Work Right Now,” higher click-
through rates will influence your rank on both Google AdWords and Yahoo! Search
Marketing (YSM), so you may be tempted to start slicing and dicing keywords with low
click-through rates. But while you may find these keywords bothersome, remember that
you’re paying for clicks, not ad views, so they aren’t costing you extra money. Ask your-
self a few questions that may help you turn these low performers around:
Is my ad text doing its job?
Take an honest look at your ad copy to make sure it
addresses your low-performing keyterm, and your audience, in a meaningful and com-
pelling way. If the keyterm doesn’t have its own custom-written ad, perhaps it should.
Consider inviting another writer on your team to give your ads a tune-up. Or you may
want to experiment with an
(we’ll tell you how later this week), which is an
experiment that can help you get the most from your ad text.
Does the term have enough impressions for me to make a judgment call?
you’re getting enough ad views for your doubts about the keyterm to be valid. Some-
times, the number of impressions for an ad is so small that it’s really not getting a
fair shot at success. This is especially true if the keyterm is related to a seasonal or
cyclical topic. Remember that terms on the “long tail” of search, which we described
in Chapter 7, “Month One: Kick It into Gear,” are naturally only going to get a very
Did I start out with realistic expectations?
This is a great time to reassess your trust in
your PPC service’s traffic prediction tool.
Low Conversion Rate Keywords
Much more worrisome than the ad that isn’t bringing in traffic is the one that actually
bringing in traffic but not resulting in conversions. You’re going to hold these terms
to a much higher standard than the low-click-through performers because every one of
these clicks is costing you cash. But you may wish to give these underachievers a sec-
ond chance before you dump them. Here are some questions you should ask:
Is the landing page a good match for the keyterm?
You may be about to drop a
keyterm when you should instead be planning to add a new page to your website
to better accommodate it. At the very least, consider pointing a keyterm to a more
Review your keywords with low click-through rates and make changes for improvement if you
determine it’s necessary to do so.
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