You Don't Need the Top Position in a Balanced PPC Campaign

I could fill a book with the results of my own successful PPC campaigns as well as those of the buyers of Ad Word Analyzer, to convince you that what I say is right. But I'd rather ask you a simple question. Do you stop looking after the third listing when you search?

Of course not.

Now, let's talk about what IS important when it comes to where your ad shows up. It is important is to be on the first page. If you are like most searchers, you rarely look at the results on the second and subsequent pages. I know I don't.

So how do you ensure that you are on the first page for every keyword on which you intend to bid? You use Ad Word Analyzer and look carefully at the R/S ratio. The R/S ratio is really quite easy to understand. R/S is the ratio between results and searches: and it holds the key to getting on the first search page every time. Here's how it works.

To get the R/S number you divide the number of results by the number of searches. The lower the R/S ratio, the better for you. A lower number simply means that many people are searching for a particular keyword or phrase, but fewer results display.

The fewer the results displayed, the better the chance that your site shows up on the first page!

Let's look at a quick example. Let's say you sell dog toys and you want to get on the first page of results for the phrase 'dog toys'. Using Ad Word Analyzer I was able to determine (in about 10 seconds) that the keyword phrase 'dog toy' had 153,324 searches at Overture and that Overture displayed 814,000 sites that used the phrase 'dog toy'.

Using our formula, the phrase 'dog toy' has a R/S of 5. This is very good because, although there are many sites competing for visitors, there are a LOT of people looking for dog toys!

Now let's look at a keyword phrase that sounds like it should be a good buy but isn't.

INSIDER TIP: This is where Ad Word Analyzer shines. It just won't let you buy the wrong keywords, even if they sound like they will work!

Look at the phrase 'large dog toy' for example. You might think this is a logical choice since a person might describe the size of their dog in their search. After all, you don't want to buy a 20lb toy for a 6-pound pup!

On close examination, we see that the phrase 'large dog toy' generated only 62 searches but displayed a whopping 242,0000 results! Good luck getting noticed in that crowd!

My point here is this. Without regard to the formulas, or fancy methods of choosing keywords, you must KNOW what you are doing when you buy PPC ads. After all, it's your money at stake.

PPC ads work better than any other advertising to drive targeted visitors to your site now. Ad Word Analyzer gives YOU the upper hand by displaying the information you need to know when buying PPC.

Article Series

This article is part 3 of a 3 part series. Other articles in this series are shown below:
  1. PPC Myth 1 - You Must Have Your Own Website
  2. PPC Myth 2 - Pay Per Click Is Expensive
  3. PPC Myth 3 - You Need A Top Listing
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