Does, a lower position result in better targeting for obscure words?
For example, I sell red widgets, which are quite rare. Widgets though are really popular. Unfortunately, many peopel looking for ref widgets search for only "Widgets" instead.
So would it be good to create two ad groups, one, with a higher spending for "Red widgets" cos they are more targeted, and one wit ha low spending for "widgets" resultign in a lower position. The idea beeign that if somebody wants red widget, but is to stupid to type "red widgets" and searches for "widgets" will not find red widgets in the top rankings and read them all until they hit my ad at hte bottom, rather then gettign many useles, non-converting clicks from a top ranking on "widgets" from people who don'T want "red widgets" but are to stupid to realise that an ad for "red widgets" really only sells that and not "widgets" in general?
Am I on the right track here? Any other experiences on low ranking beeing better to target the determined buyer?
SN
I think it comes down to relevancy - if your ad is not especially relevant to the keyword, the you probably don't want to be in top position, where the cost per click and quality of traffic (as it relates to your widgets) is worse.
You should also take care to use a title and description for generic keywords that reduce the likelihood of untargeted visitors clicking through.
If you are measuring your ROI effectively, then you should be able to see pretty quickly whether it's worth bidding on generic keywords or not.
as an experiement I've gone the most general, the country name only with a minimum bid, and lo and behold I got a sale. Trackign the search used it was jsut the country name. The reality is most people imagine google reads their minds, and if they want red widgets in italy they'll type "italy" in google and expect to find red widgets. Now if you run an ad titled "buy red widgets in italy" you have a good cahnce of getting targeted clicks on the generic word "italy"
I would so love for more specific stats, for examply I cannot related specific ads in th ad group to specific keywords. and with about 40 keyword variations and 6 ads it would be impractical to make seperate groups for them all.
also I'd jsut LOVE to see the search words for my impressions, so I can explude specific undesirables which are to generic, and add others which aare more specific. for example I'd liek to ause the keyword "widgets" and see teh impression logs to find out that peopel actualyl search for "tall purple widgets" which si very obscure and I might target it specifically and send it to a targeted page. The results would be better for everybody. But I guess the log amount for many broad keyword campaigns might be too much.
Anyways, thanks foir your reply, I found it very helpfull (never considered the friviolity, more the determination to find for sombody clickign ad 7)
SN
No testing has been done with higher bids cause it would take outrageous conversion rates to be profitable unless you own the site or the affiliate program pay a % of renewals. The higher conversion rate is compared to other niche personals sites where a $.05 bid may be the only one or one of just a few on a particular SERP.
As far as negative keywords, look at your logs and you'll see some irrelevant combinations that can be added as negative keywords. Word Tracker can be another good source to help find negative keywords.
Prior to launching a Google sponsorship campaign, researching keywords with WordTracker and the Overture keyword tool helped to knock out $10,000 in untargeted impressions which was about 20% of the buy.
