Search volume is the foundation of most successful AdWords campaigns. After all, if you’re bidding on a keyword that gets 10,000 searches per month and you have a 5 percent click-through rate, a 10 percent conversion rate and a 20 percent close rate, you can expect to close 10 sales a month from that keyword.
Better ad copy, landing pages or sales tactics can improve those numbers, but at the end of the day, you only have 10,000 searches per month to work with.
Now, if your keyword happens to get thousands of searches per month, that’s not a problem, but what if the keywords you want (or need) to target only get 100 searches per month?
All of a sudden, a 5 percent click-through rate, 10 percent conversion rate and 20 percent close rate means you get one sale from that keyword… a year.
And that’s if you’re running an effective campaign on a keyword that gets a hundred searches a month. In many low-search volume campaigns, you could be running an unproven campaign on keywords with fewer than 20 searches a month!
So, if you are a niche business or want to get clicks out of high-value long-tail keywords, what do you do? Quit? Give it your best shot and pray something will eventually pan out?
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