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How To Develop
A Pay Per Click Keyword Campaign Which Will Create A High
Commercial
Intention
Copyright
© by John
Baril
When
you’re setting up a
pay per click keyword campaign in hopes of selling a product
or service, you should remember that you’re buying customers
and not just
traffic. So, even though finding keywords with a high click-through
rate (CTR)
is important, it’s not the be all and end all when it comes
to keyword
research.
This
article will look at what CTR is and what you
need to find keywords that will help you attract more sales.
Keywords with
High CTR:
CTR is found by
dividing the amount of ad clicks
by the amount of ad impressions. Each time your ad appears on a page
via
Google, if you’re using Google Adwords, this represents one
ad impression. If
the ad was clicked on every time it was shown, you would have a
wonderful CTR
of 100%. This never happens.
Although a high
CTR can give you a good idea of
how relevant a keyword is in relation to a particular search, choosing
keywords
with the highest CTR will not guarantee you of a successful pay per
click
keyword campaign. In fact, you may want to reject the keyword phrase
with the
highest CTR. Why? Because not every keyword phrase that people search
for will
be effective in converting those searches into sales.
If your purpose
is to sell something rather than
just increase the number of visitors to your website, then your
ultimate goal
is to buy customers instead of just buying traffic. While a high CTR is
a
factor in choosing keywords, you also need to find keywords which come
with
commercial intention behind them. This means people searching to buy
something,
using specific keywords to do so.
Detecting
Online Commercial Intention:
Not everyone is
looking to buy something, so you
need find keywords that people use when they are interested in buying
something.
Microsoft's
Adcenter
labs have a nice free tool that allows you to plug-in your
keywords and check how they rate for commercial intent. Check it out
here:
http://adlab.msn.com/Online-Commercial-Intention/Default.aspx
Adlabs claim
that this tool can detect a
customer’s intention to either get information or actually
buy something based
on search and surfing history. A larger than 0.5 rating means that the
online
commercial intent is very strong.
This tool can
be used to find less common
keywords that still have high commercial intention behind them. Such
keywords
are cheaper than many with a higher CTR, but they may be more effective
in
converting to sales because the people using them are likely wanting to
buy the
product or service.
Of course,
whether or not your pay per click
keyword campaign works will also depend on how relevant and well you
have
optimized your landing page and sales funnel. But, choosing keywords
with a
high CTR and a high commercial intention will certainly put you on the
right
track for success with a pay per click keyword campaign.
I
wish you the best of success,
John Baril
Copyright © John Baril
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