Cost Per Click (CPC) in Adwords is the cost of each click when someone searches and found your PPC ads relevant, this is the price that you pay for the traffic from Google. So if you have a high cost per click, it just means that you have a very competitive keyword and that a lot of your competitors wants a position in the first page of the search result as well.

In my previous post, on High Cost Pay Click, Competitive Market, What To Do!, I shared on how to rectify when you have this situation.

Today, I will go further on why the cost per click will continue to increase in cost, and how you can further solve this ever increasing cost per click problem by just changing a very simple yet not known to a lot of PPC users.

Why Cost Per Click Will Continue to Increase in Cost?

As more and more people realised the power of the Internet, where they can track results on their business, whether their advertising is working, how many people saw the ad, how many click on the ad, how many become leads from the ad, and how many was converted to sales from the ad. All this can be track, whereas the newspaper you can’t track a lot of things like how many saw your ads, this is a very important element that we as marketers want to know. This can be shown only in the online marketing.

The supply (number of ad positions) in the Google search results is only 11, and there can be as many as 100 competing to be on the page one of the search result, thus making the cost per click increase more than ever before. This is just like in stock market where there are a lot of buyers, but little sellers, making the price of the stock increase in value. We as PPC users are the main cause of making the cost per click increase.

So how do we find solution to this problem?

I shared a smart solution on the post of High Cost Per Click, Competitive Market, What To Do! You can read more about it. Today I will share with you on a more advance strategy where most PPC marketers do not use and that you can take advantage in.

One of the most important reason why some keywords are so expensive are they are very general and usually make up of 2 or 3 words. This is where the most expensive keywords are usually landed. In order to get a better keyword to target, you need to target on the long tail keywords of the market you are in.

You need to find out at first what is most general keyword of your market, preferable two words or less, then from there buy this keyword in the PPC position where most will see and click on your PPC ad. I would use phrase and exact match only for this strategy.

What this will do is help you in two things, one is to find out the long tail keywords people are using to search online, second is to find out the negative keywords that are not in your negative keywords list in your Adwords campaign. Thus making your campaign very tight and focus.

I will share next on how to even tighten and focus on your Adwords Campaign on the coming post. Do you have anything that you want to know, or not sure? Please use the comment and I will reply to you.

Long tail keywords when used in PPC is a very high conversion rate keywords to target in. Like what Chris Anderson who wrote this famous book “The Long Tail“, just recently last year Chris revised the book, improve it, and called it “The Longer Tail“.

What long tail keywords mean is words that people used to describe what they are looking for in search engines as well as offline. Long tail keywords are usually 3 words or more words in the search terms people used. They are very low search volume in the search engines.

A very good example of a long tail keyword is you want to search for a Sony camera, and you have the model number for it, so you will type in the brand name and model number of the camera. This is what I mean by long tail keywords.

Long Tail Keywords have High Conversion Rates

Although it has low in search, but strangely enough it has a very high conversion rate compare to the short keywords. The main reason is that people who knows what they are searching for has a deeper interest or knowledge, and even knows the technical terms of the product or services. This is already telling you, that this is a very high conversion rate customer.

Take a look at the picture below, it tells you how people search online and offline.

The area in red are where the high search volume is, the keywords are usually one or two keywords the most. Making it very general to everyone. When they search for general terms like dog food, the search engines like Google will return the search quiries to you as general too. But when someone types in ‘dog food for chiwawa puppies’, it goes deeper than the general terms out there.

Some things you need to know about Long Tail Keywords in Adwords

In my previous post “Low search volume in your Adwords campaign“, I stated that my exact keywords were not activated, due to the low in search volume, it will not be activated even if you place your bid very high.

So the solution to that for PPC is to broaden the keywords. Let’s take for example you are still targeting ‘dog food for chiwawa puppies’. but it will not show due to low search volume. Now you need to broaden the search terms instead, by targeting ‘dog food for puppies’ or ‘dog food for chiwawa’. Remember in the adgroup, add in negative keywords of other type of dogs, so that your ad will appear more targeted to the searcher.

Another thing to add is to place the missing keyword like ‘chiwawa’ or ‘puppies’ in the ads, so that it will increase your ad relevance and quality score of the keywords.

Take Home Knowledge

Do your best to make your converting long tail keywords appear in the search engine of Google. There is always a way to use the system that Google Adwords set up for us. And by the way, you might want to purchase ‘The long Tail by Chris Anderson‘, it will be a great read for you to understand about humans and marketing.