All pay per click beginners make the same mistake. They
“discover” a very popular keyword on a very popular
topic that gets thousands of searches… but only three
Google campaigns! They can barely contain their
excitement as they write their ads and put in their bid
for six, seven, eight, or even ten cents a click. And
low and behold, soon they start getting clicks – lots of
them! They even make a few sales. Then a few more. And
they breathe a sigh of relief when they see that their
CTR (click through rate) is slightly above Google’s
stated “acceptable” rate.
Until they get an email from Google’s Adwords Support,
saying that their keyword is in danger of being disabled
because the CTR isn’t high enough. It’s upsetting, it’s
frustrating, and it may not even be fair or ethical. But
Google, for reasons not entirely known, will sometimes
require impossibly high clickthrough rates for certain
keywords. Instead of a CTR of .5%, suddenly a CTR of 8%,
10% or even 15% isn’t good enough. Emails to support,
begging for guidance or clarification, prove futile.
Bye-bye keyword.
It’s dumb to try and salvage campaigns based on these
keywords. You tweak your ads over and over, raise your
bids, and waste days trying to divine Google’s required
CTR. Experienced PPC advertisers know that it’s almost
impossible to keep one of these campaigns alive once
Google starts to raise the stakes. However, there’s a
way you can grab a large amount of targeted traffic, if
only for a limited time, by intentionally running these
dumb campaigns. It won’t work for every niche, since
these types of keywords aren’t common to all topics. And
if you suddenly find yourself struggling with a campaign
like this, pause it long enough to put this strategy in
place.
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