Several years ago, Doug, a colleague of mine, owned an online furniture store. He was doing well in most of his categories, like sofas, bed frames, and entertainment stands.
However, try as he might, Doug struggled to make his PPC campaigns for his nightstands profitable. None of the usual strategies worked: he was hemorrhaging money. In fact, his new customer acquisition cost was 3-4 times what he needed it to be.
Frustrated, he made the wise decision to dig in and find out exactly what keywords people were searching in Google before coming to his website.
Doug discovered that he was getting thousands of expensive clicks each week on the keyword “nightstand”.
Should be a home run, right?
Sounds like a home run, right?
With a little digging, Doug discovered that 90% of the traffic coming to his website for the keyword “nightstand” had actually typed “one night stand” into Google.
See the difference?
The people searching “one night stand” were looking for something a little more than a piece of furniture for their bedroom!
While this is a funny example, I see cases just like this every day in people’s PPC
So how can you avoid this costly mistake?
Doug added the negative keyword “one” to his campaigns. That meant that when people searched “night stand”, his ad would appear. But when they searched “one night stand” his ad would not appear.
By adding just 1 simple negative keyword to his campaigns, Doug instantly shaved 90% of his ad spend, turning an unprofitable campaign into a money-making machine!
Here’s a powerful negative keyword tool that will instantly identify negative keywords for your PPC campaigns: http://Wordstream.com/negative-keywords
By dedicating just 15 minutes to this task, you will shave tons of “fat” from your ad spend, which keeps more of your hard-earned money in your pocket.
This week's ClickReport.com Click Tip provided by:
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