Adwords Age Old Question (AAOQ)

Keyword with few searches, but incredible CTR

[Hubie]

This question is not for noobies but not only for grizzled vets. Instead, anyone with good adwords experience can throw in their two cents...

**We all have them...but what to do with them?

What to do with those keywords/phrases that get (very) low volume traffic but (very very) high CTR? (assume conversion rate is poor...if it wasn't I wouldnt be asking this:)

Different options on "what to do"

-make creative MORE "conversion" friendly (deter surfers and encourage buyers)

or

-make it LESS "conversion friendly" -- try to get that CTR higher for position and traffic purposes...you've obviously struck a cord with customers if a large % of searchers are clicking on this ad

-add negatives...or does this defeat the purpose? after-all, these searchers are clicking your ad

-break the term down further....longer search phrases to focus even more

-lower CPC

-raise CPC

-etc

Obviously the landing page is important regarding the ROI, but we'll worry about strictly the PPC figures in this post.

Look for more "AAOQ" posts to follow.

-Hubes

[Hubie]

PS- another possibility is:

-creating a separate adgroup for only this term

[decaff]

"...-make it LESS "conversion friendly" -- try to get that CTR higher for position and traffic purposes...you've obviously struck a cord with customers if a large % of searchers are clicking on this ad ..."

BUT...is this ad converting into sales or the action you want on your site? seems to me this is the whole purpose of the PPC ... trying to manipulate the CTR for top placement at lowest possible CPC is certainly a noble quest... BUT... I am only interested in sales..

I sometime hit 50% CTR with some phrases I go after....these tend to be very narrow searches...and in theory...if my landing page (home page/interior page) is set up properly...then I should be able to convert...at this level of searches...the visitor tends to have already made a decision or very close...

Regarding creating a single adgroup for one phrase...I do this all the time and love the results...I have absolute control over that one phrase...no dilution from variances...can really vet out the best results ..

Hey Hubes...if I am completely off the mark here...well that's par for the course lately...as I have many irons in the fire (bon fire) right now and am a bit stretched...

[Hubie]

Decaff...so what do you do with these 50% CTR phrases?

Do you continue to run them...or do you cut them if they havent converted?

(that's basically what I'm asking here as I have a bunch of these...ok maybe not 50%:)

Hubes

[Hercules2]

lower cpc until roi is ok

[Hubie]

what if the CPC is as low as you can go? $0.05