an example of a ppc strategy
Brief: Hit a target cost per click of $1 for a business where the key target words for the
service offering are attracting bid rates in excess of $5.00.
Solution: Broaden our approach and target a large number of less popular keywords.
These words are typically less expensive and, taken as a group, will generate significant volumes of traffic.
Execution: Our client runs a ski resort. The keyword "ski vacation" currently receives over 60,000 searches per month. That's a good number, but it costs $5.01 per click for the top ranking position. Instead of competing head-to-head for that keyword, we choose to bid for
top ranking positions on affiliated words which could be acquired at bid rates within our target PPC. Keywords/phrases we selected included "ski trip" (4,771 monthly searches at $0.57 per click for the top spot) and "ski lodge" (4,244 monthly searches at $0.55 per click for the top spot).
By targeting a number of these less popular keywords, we generated the same traffic levels
as if we had targeted "ski vacation," but at a significantly reduced cost, whilst not
compromising the quality of the “qualified” clicks generated. |
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