Should You Only Target High Paying Keywords?

If you have a content site monetized through paid advertising

, you probably want to find the best ways to maximize your revenue from the ads on your site. Many people believe that finding the highest paying keywords in their niche is the answer. While that certainly is one thing to consider, there are many other factors that can be even more important.

Two of the things that can affect the revenue potential of a keyword are the volume of searches on the keyword and the online commercial intent of the searcher. The search volume, while not a direct factor in the revenue equation, can affect the revenue through the amount of available traffic. Any ad is only going to get clicked by a percentage of visitors to a given page, so with more potential visitors, it is more likely you will increase revenue.

As far as the online commercial intent, this is an indication of where in the buying cycle a searcher or visitor may be, which Microsoft has developed a tool to measure. The higher this indicator, the greater the probability that the person is looking to buy something. If they are looking to make a purchase, they are generally more likely to click on an advertisement for the product, which should mean an increased click-through rate for you, and therefore higher revenue.

Beyond the keyword itself, there are factors related to your site that can affect your potential revenue. Such things as the placement and design of ads, as well as the quantity, can make a difference. When ads are placed in such a way that they blend in more with a site's design, they become almost invisible and the visitor is more likely to click on the ad while trying to find something. Placement along with similar navigational links can help, as can placement "above the fold," or at the top of the screen above where a visitor would have to scroll down to see them.

The quantity of ads can actually impact revenue both positively and negatively. Having more ads gives the visitor more opportunity to click on one, thus increasing your chances of earning from that visit. On the other hand, some services, such as Google's AdWords, allow advertisers to bid on placement, thus making the first few ads more valuable than later ones. Therefore, placing a smaller number of advertisements on the page will generally give only the higher valued ads, increasing your potential revenue from any visitor who clicks.

You'll definitely want to consider all of these factors when deciding which keywords to target for your pages with ads on them. By finding those that can bring more traffic made up of people who want to buy something, and placing them in the right location, with the right look, and taking into account how the quantity can help or hurt your revenues, you will definitely be on the right track to increasing your earnings.

Should You Only Target High Paying Keywords?

By: Chris Steiner

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