RAISE YOUR CLICK-THROUGH RATE – Your ad’s click-through rate (CTR) is one of if not the most important factors in your Quality Score and therefore has a huge effect on your cost per click (CPC). To improve the relevance (and lower the cost) of your keywords, it’s important to: The Quality Score algorithm is based on a few core elements, and they all revolve around relevance. Your competitors know about them, and are likely bidding them up.įor this reason, if you want your AdWords ad to rank for a popular keyword, you'll need to improve Quality Score in order to lower the amount you're bidding on it within your pay-per-click campaign. This is because, as we mentioned, the traffic-driving keywords aren't a secret. Popular keywords are often the most expensive keywords. That's precisely what we'll deal with here. So the question becomes how to attack high-volume keywords within your search marketing campaign. These keywords' search volumes rarely change, and focusing a search campaign around acquiring this traffic can quickly lead to traffic plateaus.īut, for all the buzz surrounding long-tail keywords, there's still a lot of traffic in the high-traffic, most searched words (go figure). 
A SHORT LIST OF KEYWORDS IS A STAGNANT LIST OF KEYWORDS - While the long tail is extremely fluid and unpredictable, the most popular keywords are far more stable. 
All of a sudden your "high-volume keyword" offers slightly less relevant traffic for your business. It's difficult to target a term (particularly as you pay for each click) when a fair number of searchers are after something slightly to wholly different than what you're offering. In fact, it's often the case that the most searched keywords on Google have multiple meanings.
BROAD PHRASES HAVE QUESTIONABLE INTENT - For a phrase to get a lot of search volume, it typically has to be a short key phrase. The market is flooded with free to cheap keyword research services which offer anyone with Internet access the same list of competitive keywords you're targeting. HIGH COST AND HIGH COMPETITION - If you know that a term gets searched on a lot, chances are a lot of other people do too. There are a number of best practices and a handful of potential issues which arise when incorporating high-traffic keyword terms into your search campaigns: Well, maximizing the potential of high-traffic keywords is actually more complex than it looks. Then move on to the much more complex task of managing the long tail of search, right? You target the terms in organic search optimization and through your pay-per-click campaigns, and acquire as much of that Web traffic as possible. Popular keywords and high-volume key phrases seem pretty straightforward, from a search perspective.
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