So you’ve got a great PPC campaign going with a stellar cost per conversion that’s very profitable. There’s just one problem, you’re only spending 25% of your allotted budget because there’s not enough search volume on those profitable keywords. So the question is, how do you expand your ad distribution while maintaining profitability? Here are some ideas I came across in the informative book “Winning Results with Google AdWords”.
- Two-word broad matching: Try this, but do it carefully. Expand your ad distribution by picking a single popular keyword, and then make a bunch of relevant two word combinations.
- Expand to other PPC services: If you’re maxed out on YSM and AdWords, try signing up for other services like Microsoft AdCenter and Ask. Though their search volume is a fraction to that of the big guys, more common than not, they’re a lot more profitable.