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Getting more clicks, same bid and similar position with high competition PPC?

by dizzydiz
4 replies
  • PPC/SEM
    • |
Have searched but couldn't find the answer so here goes:

I'm collecting keyword groups for Google PPC and noticed that, for higher competition keywords in certain fields I'm getting more impressions (although admittedly a lower rate/search) and thus clicks with a similar position and, in many cases, lower suggested bids than low competition keywords.

Should I still go for the low competition ones? If so, why? I understand the need for low competition in organic SEO, but what about in this situation for PPC?

Thanks
#clicks #competition #high #noob #position #ppc #similar
  • Profile picture of the author dburk
    Hi dizzydiz,

    Low competition keywords in PPC are generally low competition for a reason, typically they have very poor conversion rates, as most of the time they will be informational search terms with very low commercial intent.

    The reason people choose low competition keywords in SEO is because they can generally rank them faster and start to have traffic. However, the value of those low competition keywords are questionable, even for SEO purposes. In most cases, the most money to be made is always in the high competition keywords, but when someone is trying to teach a newbie how to do SEO, most people realize some traffic is better than none, so newbies are often encouraged to focus on low competition keywords so they can at least get some traffic during the first year in the business.

    In SEO newbies are encouraged to start on low competition keywords to learn how to rank a keyword. One they have traffic from those low commercial intent keywords, with little or no conversions they are next encouraged to improve their website copy and if they stick with it long enough they may start to have some conversions. That's when they are finally encouraged to try paid traffic, and they quickly learn that they have been targeting the wrong keywords in their SEO campaigns, but they can use the money they are making in PPC campaigns to finance SEO campaigns on the most important keywords in their niche and in the end they have become a full fledge marketer finally able to compete successfully in their chosen niche.

    So to answer you question, no do not waste your ad spend on low competition keywords that will typically give you very poor results. Instead focus on high commercial intent keywords, which are almost always high competition keywords.
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    • Profile picture of the author dizzydiz
      Originally Posted by dburk View Post

      So to answer you question, no do not waste your ad spend on low competition keywords that will typically give you very poor results. Instead focus on high commercial intent keywords, which are almost always high competition keywords.
      Wow!

      Turned everything I've been doing this past week on its head but I'm so glad I asked this before putting $ into the ring haha

      So on that basis then, if you're using PPC to get traffic, you might as well not choose a small niche and instead hit evergreens hard (on a Google compliant, informational website, of course ) - testing different keywords with high monthly searches and relatively low suggested bids until you chisel away the shizz and figure out the most valuable keywords on a CPC basis?

      Also, is it standard for you to be able to get on the 1st page for high competition keywords with PPC without having to bid $3+ ?
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  • Profile picture of the author dewalds86
    I think you should have a balance between high competition keywords and low costing keywords. The quality score of the keywords can be improved by improving and quality and landing page quality.
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