Is PPC worthwhile for a product with no search volume?
-
I'm working on a PPC campaign for a client who provides a luxury service. He has very little search volume in general, and there's one product that has no volume at all.
I'm wondering if it's worthwhile to run a campaign for this product using the general keywords. I estimate that 95% of the population has no intention of using our service and can't afford it even if they did.
For example, say we're a concierge doctor service. When people search for 'medical doctor' or 'medical treatment' they are looking for doctors, and we probably could help them, but they won't want us when they could go to the doctor's office down the street and pay a fraction of the price.
Obviously I'd tailor the keywords so it would be as relevant as possible.
Yay: If my ads are clear, then whoever clicks them is interested in my product, so my money is being well spent. I'll just have a very low CTR.
Nay: Spend the money on advertisement tailored to the target market, both people with existing interest, and those who would want it if they knew we existed.
Yay or nay?
-
Higher QS means you get more clicks for the same amount of money. Too many people accept automated suggestions to up the buy. They should focus on improved QS first. It's all a matter of well the trigger words, ads, and landing page relate to each other.
-
True, about Google Adwords. Although, that isn't my only source.
I can always run a test campaign just to see the number of impressions I get on the keywords I've designated as 'zero search volume'.
And why is QS so important?
-
Wow, I guess you're right. I'm gonna get started on moving heaven right about now.
Too bad, there are quite a few people between me and heaven.
Thanks for the in depth answer.
-
One challenge that you have is that insurance companies and medical groups already offer these services to control costs and direct patients to in-house services.
-
I say nay....at least for now...and at least on the basis of the limited information you were able to provide.
I have two clients in exactly this situation. Let's say one is in the health and wellness business and the other is in the gourmet food business.
I agree that tailored keywords are important. But I'd move heaven and earth on an organic search strategy for several months before even attempting PPC. By that I mean super-premium, high quality editorial content or interactive features -- and a handcrafted link-building strategy that targets MSM outlets. We're talking commissioning articles from established writers or paying for interactive apps.
I'd also encourage your client's very top execs to grovel for links from their partners, suppliers, clients. The idea that approval can happen at the "web guy" or even marketing dept. level is comical. You have to pretend you're just the "tech guy" -- even if the stategy is all yours. Then you fight like hell over "billing" -- a bit like Hollywood.
I'd also invest a lot of effort into reviews and recommendations, both on-site and on third party sites.
All that said, YMMV. It all depends on the industry and the client and the competitive landscape.
I have one client who offers a super-premieum service -- for whom I've implemented an Adwords cmpaign. The CTR is miniscule. So is the cost. ...about $9 a day. And it's paid off big.
But I just use the CPC as a supplement to other stuff. My overarching point is you should try other stuff first.
-
If your ads have a lot of impressions but low CTR then your keywords will end up having very low Quality Scores. I would try using keywords that are relevant to your business even if they have low search volumes. The AdWords keyword tool is not 100% correct and your business needs only those few who are looking for these special services.
Maybe a more thorough keyword analysis would reveal keywords that have slightly higher search volumes.
If you use more generic keywords and your ads show that your service is special then:
- your ads will have low CTR
- your keywords will have low Q.S.
- if users click on the ads but realise the difference on the website then your landing pages will have high Bounce Rates and we're back to low Q.S. again
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Do IP and/or DNS changes impact Paid search (Adwords, Bing, etc.)
What impact (if any) does IP or DNS changes, have on paid search campaigns? We recently performed an upgrade to our sites that required a datacenter change (but within the same region East US) and DNS change. We believe there may have been an impact to our ad campaigns in the form of suppression of our ads following the change, specifically - Google Adwords. Is there any information regarding this issue or has anyone experienced this before? Thanks
Paid Search Marketing | | MWM37721 -
Does paid search get more traffic compare to organic search now?
does paid search get more traffic compare to organic search now? todays we have four ads link in google that cover all screen of mobile. should we invest more on adwords and organic isn't important like before??
Paid Search Marketing | | Pintapin1 -
How to Find Competitor PPC Keywords ?
Can anyone suggest best way to find all PPC keywords of a competitor. Any tool recommendation ?
Paid Search Marketing | | singhmahendra0 -
How to deal with the InCorrect Price Issue for the Google Shopping Product Listing Ads?
Hello All, Yesterday when i was checking with the one of the search term for "canvas prints"..i come to know that one of the advertiser EasyCanvasPrints.com is showing Incorrect price. On Search result they guys are showing $7.46 incorrect price for the PLA - Product listing ads. Go to below links: https://www.google.com/search?hl=en&site=webhp&tbs=vw:l,mr:1,seller:8521978&tbm=shop&q=canvas+prints&sa=X&ved=0CJkGELMrahUKEwjmj-PSgfzIAhUHBY4KHc0VBBQ https://www.google.com/?gws_rd=ssl#q=canvas+prints&tbm=shop https://www.google.com/?gws_rd=ssl#q=canvas+prints&start=0 But when we click on it then i can not this price $7.46 http://www.easycanvasprints.com/single-canvas?singlecanvas=1&height=19&width=14&pcode=5345334C6B74647246774137536C786768544B5458776C35644F747855796D39&utm_source=google_base&utm_medium=data_feed I have done various claim and send to Google support about this misguiding price for the Easy Canvas Prints but they not taking any actions on it. Guy Can u please help me how can i pass this message to Google to take actions for this advertiser? Waiting for your reply Regards Dinesh
Paid Search Marketing | | CommercePundit0 -
Need help regarding to get rank for “Product listing Ads” on perticular keyword
I have one project Canvas Champ and we have been running Google shopping campaign for this project and we are getting good visits from some of the keywords. But our client has sorted out some keywords having high search volumes like “Canvas Prints” Now, We want to show our Product listing Ad for this keyword. Let me make you aware about our past efforts: We have set an auto target in Google Adwords for this particular product and make its bid around $8 and we have reviewed that product in listing for 2 days, but we didn’t see our Product Listing Ad on Google Search Result for this keyword. So Now, My concern is that, How can we show our Product listing Ad on Google SERP for this particular keyword “Canvas Prints”? Let me know if you have any confusion with my question. It would be really appreciated if I would get valuable inputs for the same. Thanks,
Paid Search Marketing | | CommercePundit0 -
PPC Landing Pages and Rel Canonical
Hi Mozzers! Our company has hundreds of PPC landing pages which are essentially request a quote forms. We also have a request a quote form on our website that is for regular traffic. Currently we just added the "noindex" meta tag to all our PPC landing pages, but I think we can improve this. Should we remove the "noindex" tag, and instead add a rel canonical link pointing to our "main" request a quote form? Thoughts?
Paid Search Marketing | | Travis-W0 -
Convince me I need a professional PPC service provider
Very new to SEO and somewhat new to PPC but I have managed a few campaigns before for an old website. I am very good with numbers, calculating ratios, conversions, etc. I have a strong analytical and business mind and the theory behind PPC makes sense to me. I know my target audience very well. I am an expert in the that field but I am not an expert in PPC. I am just starting out with a very small website advertising myself as a professional consultant in my field. The thought of spending extra money on a PPC guru when that money could go into my site or pay for visitors is a little scary. Do you think I can learn and teach myself all the tricks of PPC or is this an area where it really makes sense to hire an expert to do the work for me? My budget would be small at first ($500 or less per month) so every little dollar helps. Thanks.
Paid Search Marketing | | frankthetank21 -
Do Google Autofill and Instant Search affect Adwords' Keyword Tool reports?
While performing keyword research around the term "windows", I noticed the keyword "windo" gets 18,000 global monthly searches with .23 competition. Why is this? Do y'all think the Google Autofill and Instant Search features affect reports generated by using the Google Adwords keyword tool? For example, if a user starts typing a search query only to find the site they were looking for before they finished typing the search query, does Google count the partial keyword the user never finished typing into the Adwords Keyword report? I've always wondered about this. Sometimes I find it tempting to attack a misspelled keyword because of the massive search volume and low competition for that keyword. I realize that many consumers may not be very good at spelling, and this may reflect a large search volume towards a misspelled keyword. On the other hand, I see this trend of high volume, misspelled keywords many times while performing keyword research for a variety of clients. Thanks.
Paid Search Marketing | | GlobeRunner0