Google adwords and Organici searches

Posted on 2013-06-09
Last Modified: 2016-02-24
I am puzzled by the following:

I have ten search terms>   1 to 4  register between 60,000 and 120,000 searches a month
5 to 10 register between 1,000 and 4,000 a month according to Google Adwords Keyword tool.
 However when I put the same terms into the Traffic Estimator only the terms registering
between 1,000 and 4,000 a month register any clicks at all.
The ones with between 60,000 and 120,000 searches register NO clicks.
It does not matter how high I raise the cost per click.

I would have thought that with a high enough budget  cost per click then the search terms that are more popular (i.e. between 60,000 and 120,000) would register much higher projected clicks.

Can anyone explain this please?
Question by:digisel
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Expert Comment

by:Scott Fell, EE MVE
ID: 39233383
What site and more importantly which page are the ads going to  link to and what are the search terms?

Competition for the keyword plays a big roll as does the content of the landing page.  If you have a site about colors and run an ad about purple that points to your home page and purple is very competitive, you will have to bid higher then if you hone in your search terms and point the ad to the page about purple.

Author Comment

ID: 39233402
I understand what you have said.
My point is this: Search terms 1 to 4 with the 60,000 to 120,000 searches per month would indicate that those terms are far more popular than search terms 5 to ten with 1,ooo to 4,000.
By virtua of their popularity it is accepted that the bids would have to be higher to rate for click throughs.
But in my experiment it did not matter how low or how high the cost per click was entered into Google adwords those very popular search terms the 60,000 plus did not score any clicks at all.
That is weird.
The popular terms, if they are given a high enough price per click should score more clicks than the low search terms.
This is what I fail to understand.
It is not a matter of what site or which page.   It is purely an assessment of search terms and those used in Google adwords.
I hope I have made this clearer.
LVL 52

Expert Comment

by:Scott Fell, EE MVE
ID: 39233428
What is the site? What is the page your ads are supposed to link to? And what are the search terms?  What was your exact experiment?

>But in my experiment it did not matter how low or how high the cost per click was entered into Google adwords those very popular search terms the 60,000 plus did not score any clicks at all.
Not sure what your experiment was but you are missing a step.  There is NO correlation between you setting a high cost per click and actually getting clicks.  The ONLY correlation you can see in your experiment is if your ads are showing up on the very top, the first page on the right side or the Nth page on the right side.  

The step you are missing is how many impressions does it take for a click.   There are a lot of variables to get clicks on your ad.  

Also  just because there are a lot of searches, does not mean people want to buy anything.  I bet you can see a lot of searches for, "BlackHawks".  But if your ad is to buy BlackHawk brand widgets and not tickets to the United Center and you bid $100 per click, you may very well be on the first page for that search term, but nobody searching that term wants your widgets, they want tickets.
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Author Comment

ID: 39233458
nice point.  thanks.  What you are saying in conclusion is that there is no correlation between the number of searches for a term and the projected number of clicks for the same term.

So just because a term attracts a lot of searches it does NOT mean that it will attract a lot of clicks.   i.e. if you are going for organic searches as a source of traffic you should forget about the prospective ppc traffic being a guide to the best search term.

Am I correct.???
LVL 52

Expert Comment

by:Scott Fell, EE MVE
ID: 39233492

If you are using the tool for SEO (which is standard) and not a PPC program, then going after general terms that have 100,000 searches is the exact opposite that you probably want to go for.  You will also see they show the level of competitiveness for the term.  The hardest to get will be low volume, high competition. Next is high volume/high competition.    

If you are a small local business in a major metro area/suburb, wether you want to admit it or not, 80% of your business is coming from less then 5 miles away.  Using g+ (formally google local) you can get on the first page of results very easily and go up against the big guys.  The best thing is to concentrate on your local geography.  Get it out of your head "the internet" can bring business from "all over".

I have asked several times and still don't know your product/site and that has a lot to do with the answer.  The other factor is the product.   Let's say you have this awesome idea to sell your vitamin supplements on the internet and expand your reach.  Good luck beating all the competition.  And even if you think your prices are the best, wait till you see the prices the others have.

The strategy should be  targeting the less competitive medium volume keywords or "long tail" lower hanging fruit. Write new content that is not copy pasted from someplace else 3 - 5 times a week.  Be specific.  Hire a writer and/or PR person/firm, pass over anybody who's idea of social media is making a facebook page.

Author Comment

ID: 39233510
that is great.  thanks.  this is a uk business only.   all the research has been done on this basis.
My target keywords are high volume, and low competition.  Very important that the incidence of their appearance in the Title of competition sites is less than 2,000 per keyword.
there are big companies as competitors that have not bother to research or target my high volume, low competition keywords.
I was just looking at another metric, namely Google Traffic estimator to see if I could refine further my decision making.
In terms of competition they are longtail in one sense though not in numbers of searches they attract.   The research into these keywords has been very very long  and very ver deep.
What do you think?
LVL 52

Accepted Solution

Scott Fell,  EE MVE earned 500 total points
ID: 39233513
With as much research as you have done, keep testing.  You can use A/B splits with google analytics and test landing pages through call to action.

Test wording, offers, colors, graphics.  Be patient.  Keep adding content on a regular basis.  Avoid over using keywords for the sake of using them.  It's like a barbeque - low and slow.

Author Closing Comment

ID: 39233645
that is really great.  thank you very much for your time and trouble and intelligently applied experience and knowledge.
LVL 52

Expert Comment

by:Scott Fell, EE MVE
ID: 39233650
Good luck! Thanks for the points.

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