Sneak Your Way In To Highly Competitive Markets On Google Adwords

What do most new (and experienced) Adwords marketers do when looking for traffic on Google

? They go broad as they can to try and get the most traffic. Let me show you why that is a mistake.

When you go broad you can't focus your marketing message and your click through rate suffers. When Google sees this, they tend not to expand your campaign and your traffic actually goes down. You need to contract and find areas of your larger market that you can focus on or target. Once you find smaller niches within your greater market, you can better target your marketing message for that particular area. For example, there are tons of advertisers in the "weight loss" area, but what happens if you go directly into that market with a generic ad? People will be more skeptical when they see the same type of ads all down the page. Your ad won't stand out with the other generic ads and your click through rate will be a fraction of what it could be. On top of that, the people searching on that generic term have a wide variety of needs so you can't focus your message and you won't get the conversion rate to keep you in the game. When Google sees a low click through on the ad they tend to raise your click price or lower your impressions. So what to do?

What if you went after a segment of the market like "emotional eating" for example? You would stand out more because people will realize that emotional eating might be the problem. Searchers tend to be less skeptical because you take away the "fast and easy" weight loss that everyone else is pushing and replace it with a more believable problem. You can write more targeted, focused ads. Your click through rate and conversion rate goes up and Google expands the campaign because they see that you know what you are doing. You won't get astronomical traffic this way, but you will see a higher "visitor value," which is much more beneficial to your business.

You have to find that one keyword that is the core center of your market even if the volume is not as great as you like. The more targeted and the more relevant it is, the more Google likes you. It's counter intuitive, but that's the reality of advertising in Google.

by: Paul Stevens

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