Very Competitve Keywords
Hello TatM; $20 per click is expensive (even for "deep po...[ Edited ]
March 2012 - last edited March 2012
$20 per click is expensive (even for "deep pocket" advertisers... ). Even if you have a high conversion rate of (say) 1:5, that still means, that you spend $100 for each conversion...
When thinking more deeply, you may observe that search queries have become much longer along the years: it's common today, for users to run queries with 3, 4 and even 5-6 words.
If this is the trend, why not to try and find keywords that are "terms", with a few more words .Let's take an example from an earlier discussion on the community, on the keyword "fluffy shoes". If this keyword were to be expensive for the advertiser, why not to try "winter fluffy shoes", that should be much cheaper.
Edited: The number of impressions may decrease, but CTR should not be effected or even go higher, because your (longer term) keywords are much more relevent to a search query.
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Just wanted to add to what Moshe suggested.
In case you haven't already explored these tools, they may be helpful to you to further explore alternative keywords.
Insights for Search - Great to learn about search patterns
Contextual Targeting Tool - Don't worry so much about creating GDN ad groups - You can use this tool to expand your current keyword list.
Hope this helps!
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Hey isn't "fluffy shoes" my example? ;P[ Edited ]
Hi Everbody! Tat - $20/click may be very expensive for...
Tat - $20/click may be very expensive for your conversion rate, conversion value, total value costs (outside of advertising), etc.
However, for some industries, $20/click (depending on the circumstances) could be an absolute steal!
Aside from that, I do belive remarketing could help accomplish the goal of "targeting the same users for cheaper". The display network can offer (at least impressions) for a much lower bid, and possibly converting clicks for a lower overall cost per conversion. Search networks can be "expensive", in comparison to display, especially for high competition/CPC industries.