As an advertiser, it’s important that you pick the most effective
keywords for your PPC ads. Pick keywords that no one is
interested in, and your ad won’t appear anywhere; pick more
popular keywords, and your ad will appear more
often—and, hopefully, generate more traffic back to your
site and more sales.
The problem, then, is that the best keywords are also the
most popular ones.That is, lots of advertisers will be
interested in the same keywords. Because ad
networks set their rates by having advertisers bid
on keywords, the most popular keywords will cost
you more than less-popular ones will.
This competition for keywords among advertisers becomes,
essentially, an online auction. Those advertisers who bid the
highest amounts for keywords will “win” more and better
ad placements. If you don’t bid high enough on a popular
keyword, your ad simply won’t appear as often. In fact,
if you bid way too low, your ad may not appear at all.
The temptation, then, is to bid high on the most popular
keywords in an attempt to get more ads displayed and
drive more traffic to your website. Be careful what you wish
for, however, as this approach can result in very high
advertising bills.
keywords for your PPC ads. Pick keywords that no one is
interested in, and your ad won’t appear anywhere; pick more
popular keywords, and your ad will appear more
often—and, hopefully, generate more traffic back to your
site and more sales.
The problem, then, is that the best keywords are also the
most popular ones.That is, lots of advertisers will be
interested in the same keywords. Because ad
networks set their rates by having advertisers bid
on keywords, the most popular keywords will cost
you more than less-popular ones will.
This competition for keywords among advertisers becomes,
essentially, an online auction. Those advertisers who bid the
highest amounts for keywords will “win” more and better
ad placements. If you don’t bid high enough on a popular
keyword, your ad simply won’t appear as often. In fact,
if you bid way too low, your ad may not appear at all.
The temptation, then, is to bid high on the most popular
keywords in an attempt to get more ads displayed and
drive more traffic to your website. Be careful what you wish
for, however, as this approach can result in very high
advertising bills.
