Whether you become a Prince or a Pauper starts with ppc keyword research and selection. Our process begins with a thorough evaluation of your product or service offering and does not end until we have found the sweet spot between average search query volume (ASQV), keyword quality, relevancy, online commercial intent, competition, and cost.
Using ourselves as an example, the terms pay per click consultant and pay per click consultants both indicate a high level of online commercial intent (likelihood that the search query is transactional in nature). But one subtle variation makes all the difference. The singular version of the term generates three times as many monthly search queries as the plural version, but at 95 times the cost!
The Prince bids on pay per click consultants; The Pauper bids on pay per click consultant.
Attracting the right traffic really begins with discouraging the wrong traffic. We do this by understanding and leveraging intent and relevance.
Here’s how it works (or doesn’t): Both the Prince and The Pauper sell high-end traffic lights.
The Pauper might bid on the keyword traffic, but doing so could result in undesirable Clicks by Visitors searching for CDs (the Rock Group Traffic); DVDs (the movie “Traffic”); careers (Traffic Cops); reports (what’s traffic like at the corner of …?); even website (how to attract targeted website traffic). The Pauper has ignored intent, and did not consider relevance.
The Prince would bid on the Keyword high-end traffic lights, and makes sure he directs Visitors to the Targeted Landing Page that speaks directly to the solution they are searching for. He might further qualify customers by advertising price. Those who cannot afford his product will not click-through to his website. The Prince has qualified customers while addressing intent, and creating a relevant user-experience.
Oh, there are other tricks. For example, do you really want to sell fireplaces in Phoenix, or air conditioners in Alaska? You might. Or, does an auto body shop in Carmel, California really want to pay for clicks when someone is searching for car repairs in Carmel, Indiana? Maybe.