PPC Topping Out

I was tweaking one of my PPC campaigns today, and it strikes me that pendulum may well be shifting back to SEO – well, for me, in some areas, anyway.

For one particular site of mine, I’m bidding in a competitive keyword area. The bid prices are sky-high, double digits $ per click and you still won’t get near the top ten. The landing pages are high quality, and the account has a good history. But I don’t get many clicks, even at those prices. There are few ways to distinguish your ads, there is only so much you can say on two, short lines, and there is only so much campaign optimization that can be done. Really, the keyword area is over-saturated and it’s probably time to move on to greener pastures.

However, the same site is getting organic traffic. I didn’t really design it for that purpose, and there has been a little work done on links, but hardly any. Yet, the site is making money from the organic clicks, without really trying.

Time again to zig while others zag?

  1. TraceyTracey12-05-2006

    Have you tried reaching into the long tail of search? By reaching into the long tail of search it is possible to get more targeted, conversion friendly traffic for substantially less CPC. This white paper explains more: http://www.sayu.co.uk/keyword-expansion-white-paper-1.html.

  2. geniositygeniosity12-05-2006

    This might be a strange (and really beginner) question, but did you submit your site to the search engines? I’m just wondering how the SE found you considering you’re ranking so well. And, if you’ve SEO’ed the site, with regards to linking.

  3. Peter Da VanzoPeter Da Vanzo12-05-2006

    Tracey – Oh, I’ve been doing long tail since before the term existed 🙂 These campaigns run thousands (often 10’s of thousands) of keywords. The problem is that there will only ever be a finite percentage of the population looking for this service on any given day.

    Geniosity -On-page SEO markup has so little effect, it is barely worth doing these days. Links are (almost) everything. The site has a few inbounds, which are usually enough to rank well, if they are carefully selected.

    The search engines crawl links. Getting a link is the equivalent of “submitting to a search engine”.

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