bigjohnt - 9:07 pm on May 2, 2001 (gmt 0)
jannis, that is always an issue.
I agree totally WG. The only time you can really push for relevancy on such a wide range of terms is when the client has a full array of products or services that fit those terms directly. For example, we had a client that sold high end consumer electronics. We developed a "short list" of over 1600 terms for PPC bidding. We narrowed that down to several highly searched product categories for thematic subdomains.
IMHO the highest searched terms, or the "core terms" are seldom those with the highest conversion rates. It has been my experience that the more information used in the search term, the more motivated and focused the searcher is.
E.G "MP3" is one of the top searched terms. My client wanted to bid high on it. "MP3" searchers are usually looking for free tunes. "Mp3 player" is less searched, but more targeted and would convert better, although many would be searching for a free downloadable player. "Buy Mp3 player" is the "bullseye" term, with few searches, but VERY high conversions. This can be extrapolated to encompass all products in a wide product line, and used for either PPC or "information pages"
[edited for typos]