Do Not Waste Your Internet Marketing Budget

February 6th, 2013

If you intend to buy website traffic through paid internet marketing and pay-per-click campaigns, you can potentially waste your internet marketing budget with minimal returns. It is important to aware, prepared, and committed, when you buy website traffic. Paid search marketing has the potential to be a great return on investment, but, if done incorrectly, it has the potential to be an internet marketing budget waster.

Keywords are the Heart and Soul of a Paid Search Campaign

Keywords are the words and phrases that people type into search engines, when they are looking for something. There are simple, broad keywords, such as the word “tires”. There are also more specific and descriptive long-tail keyword phrases, such as “tires and automotive repair services in Cleveland, OH”.

The more descriptive and targeted the keyword phrase, the easier it is to interpret the intent of the searcher. It is better to focus your PPC and internet marketing budget on long-tail, very specific keyword phrases, because searchers who search using long-tail keyword phrases have a better understanding of what it is they are looking for or looking to buy. Since targeted, long-tail keyword phrases are the heart and soul of a paid search marketing campaign, it would be a waste of marketing budget to include broad, single word keywords in your campaign.

Keep Relevant Keywords – Remove Irrelevant Keywords

One of the most budget taxing parts of a PPC campaign is keywords that are not relevant to the campaign or the business it is promoting. Keeping relevant keywords and removing irrelevant keywords, when you buy website traffic, is a two part process.

  1. Use the Google AdWords Keyword Tool Wisely
    The Google AdWords Keyword Tool is fundamental, when beginning any paid search marketing campaign. The tool will show you how people search for your products and services and what keywords they use. 

    When you use the Google AdWords Keyword Tool, you are looking at a machine generated list of words. Not all keywords and phrases in the list are relevant keywords for your business. Also, not all of the keywords and phrases are converting terms, meaning they do not contain any indication of buying intent. Do not get lazy and simply select all of the keywords and phrases supplied by the Google AdWords Keyword Tool for inclusion in your PPC campaign. Irrelevant keywords can bring an exorbitant amount of non-converting clicks to your PPC campaign and can waste your internet marketing budget fairly quickly.

    Perform an initial review and list cleansing by going through the list of keywords in your campaign. First, remove or pause any broad, single word, irrelevant keywords. Second, ask yourself if the keyword phrase would realistically be used by someone to find and buy your products and services. If it is a broad keyword or phrase with low levels of search volume, then it is irrelevant and should be removed or paused. If you are nervous about removing keywords, then pausing them is a safer way to achieve the same result. You have the potential to save significant amounts of your internet marketing budget and use it towards relevant, targeted keyword phrases and better return on investment.

  2. Identify Converting Keywords
    When sorting and removing irrelevant keywords and phrases, it is also important to guage the conversion factor of keyword phrases. While a keyword phrase, such as “information about tires in Tucson, AZ”, is long-tail, it is not a converting keyword phrase. A converting keyword phrase is one that indicates buying intent and is more likely to bring customers to your website, who will make a purchase. 

    Google AdWords includes Google Analytics. Google Analytics (among many things) allows you to track and gather statistical analysis regarding your keywords. Using Google Analytics you can track the “life” of a keyword phrase from how often it triggers your paid search ads to appear in results and its click-through rate (CTR) to whether or not the keyword phrase led to conversions and/or sales. Increase the exposure and usage of keywords and phrases in your PPC campaign that lead to the most conversions per click. Remove or pause keywords and phrases that have a low conversion rate.

Do not waste your internet marketing budget on meaningless clicks and non-converting, irrelevant keywords and phrases. Focus your budget and marketing dollars on relevant, converting keywords and phrases, so you can maximize your return on investment and increase your revenues.

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