No search volume? No problem! 3 ways to improve low-traffic AdWords campaigns
Contributor Jacob Baadsgaard thinks you need to get scrappy and find ways to make the most of traffic you have access to instead of trying to adhere to high-traffic "best practices."
Search volume is the foundation of most successful AdWords campaigns. After all, if you’re bidding on a keyword that gets 10,000 searches per month and you have a 5 percent click-through rate, a 10 percent conversion rate and a 20 percent close rate, you can expect to close 10 sales a month from that keyword.
Now, if your keyword happens to get thousands of searches per month, that’s not a problem, but what if the keywords you want (or need) to target only get 100 searches per month?
All of a sudden, a 5 percent click-through rate, 10 percent conversion rate and 20 percent close rate means you get one sale from that keyword… a year.
And that’s if you’re running an effective campaign on a keyword that gets a hundred searches a month. In many low-search volume campaigns, you could be running an unproven campaign on keywords with fewer than 20 searches a month!
So, if you are a niche business or want to get clicks out of high-value long-tail keywords, what do you do? Quit? Give it your best shot and pray something will eventually pan out?