One of the biggest mistakes Internet Marketers make is the illusion that driving thousands of visitors to their site is the most important criteria for online success. It is unfortunate that this is one of the most costly exercises most will face will trying to grow their online business. Without traffic you are not going to make a single sale let alone a profitable scalable business, this much is true but to what extent does the amount of traffic play a role?
I have seen budding Marketers taking their money and throw it into the hands of Google and Yahoo as if throwing larger amounts of money on advertising on pay per click networks would yield better returns. This usually ends up being a vicious cycle like a degenerate gambler throwing more money on the table in the hopes to finally hit a winner, in our case, sales. Lets examine how we can find cheap profitable keywords and ultimately creating profitable Adwords campaigns.
First thing we need to accept is that more traffic doesn’t equate into more sales, it equates into higher costs, simple. If we are paying for people to come to our site, who are we wanting to land on our site? Are you happy to pay for information you are giving for people who are still researching a product, who have a question they want answered but not even considering spending a dollar for that information? Time after time marketers are attracting visitors who simple do not want what they are selling, why is that, well because they don’t even know themselves what they want, they are simply researching for a solution.
Let look at an example that illustrates this better than any, the “make money online” marketing. Now think about that keyword, who is typing those words into the search field? Obviously someone that after information about how to make money online, they do not know how, the do not know the best method, their options or even if it is possible. Do you want to pay for this people clicking your Ad? The “make money online” keyword is one of the most costly keyword around because competition is fierce but more importantly Marketers believe this keyword will convert. Obviously people are making sales with it, but are they making a profit?
The buy cycle is the most important criterion you must examine when deciding on which keywords to pay for. You goal should be to find keywords that target those who know what they want but require a gentle push to make a decision to pull out their credit cards and enter those digits. This visitors have done their research and are ready to buy a product or service to best suite their needs. In the example above, for the “make money online” keyword, put yourself in the shoes of the person searching in Google. Obviously these people are researching, internet marketers make their jobs so much harder by trying to convince people to do something, you shouldn’t need to take someone from the research phase to the buy phases, your keywords should be targeting those who are ready to buy.
Broad keywords will not only result in higher cost per click but unwanted traffic, you need to be very specific and isolate those who you want to visit your site. Would you care if you only had 10 visitors a day but 1 in every 3 lead to a sale? Of course not, you must get out of the mindset that more traffic will get you more sales. HIGHLY TARGETED traffic will lead to more sales, higher conversion rates, cheaper clicks and ultimately more money in your pocket.
General rule of thumb I like to use is to use keywords that are a minimum of 3+ words long, target those late in the buy cycle who simply require a gentle nudge to pull out their credit card, nothing more. In these cases you do not even to put in the hard sale, these people are on the fence just looking for some reassurance that they are making the right decision.
If you are wondering which people are finding cheap and profitable keywords, accept the fact that their is no secret to discovering these words. My favorite tool is my good old, thrashed at times, brain. Once you understand your market keywords should be popping up for you, take note, some of my best converting keywords are 7+ words long. Why? because i am speaking directly to those ready to buy and not trying to convince someone to go from 0 to 60 in 2 seconds.
Long tail keywords that are targeted to those late in the buy cycle will be not only cheaper but more profitable. Get out of the mindset that more traffic is better traffic, higher conversions, cheaper clicks equates to profit.
More importantly, research research and more research. Understand your market, once you can get into the head of your market, highly targeted keywords will become apparent and you will be amazed at how cheap your clicks will become.
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