How Many People Are Searching For This Product?

There's nothing more frustrating than building a web site and waiting for people to just "show up." It's worse than watching paint dry. That's why PPC management is one of the most important parts of the online world.

Ten minutes from right now you can have a Google campaign up and running, sending visitors to your web site. The speed at which you can do new things and make changes in Google's system is stunning.

Don't be in a hurry. Being hasty can lead to big trouble.

Running through money like it's water is real easy with PPC management - choose a keyword, put up an ad, and get a load of traffic that costs you money but none of it is likely to buy your product. Here is the question to ask that will help ensure that you don't spend money on the wrong traffic for your site. Ask yourself:

How Many People are Looking for this Product?

The answer to this question will help you be realistic with what you expect. It may also help you keep disappointment at bay if you find out later on that Google can't get the new customers you were hoping for. Should that happen, the chances are that you will find other less well-known traffic sources that are just as profitable but the competition is not as stiff.

In just a few seconds you can have a good idea of the traffic. Look up the useful search term selection tool at http://inventory.overture.com (or http://inven tory.uk.overture.com for the UK). Put in a few of your main keywords and overture will show you the number of searches its serves over the last month for each of the terms.

Take this example; the products in your skin care company are for slowing the aging process. Just suppose you are just starting out and want to use Google to bring in more visitors. Where can you start?

To start with, get a starting list of potential keywords. Here is what we brainstormed:

skin

beauty

acne

cosmetics

makeup

cosmetic surgery

dermatology

anti-aging

wrinkles

oils

moisturizers

This is just a starting list. Here is what we find out if we go on over to the keyword selector tool at Overture and see what kind of searches they got in the last month. This is what came up:

skin 7,290

beauty 5,006

acne 1,872

cosmetics 1,862

makeup 1,796

cosmetic surgery 1,736

dermatology 622

anti-aging 503

wrinkles 485

oils 390

moisturizers 120

Notice what's going on here:

The keyword "skin" got over 60 times as many searches as the bottom term, "moisturizers." That term may be one of your most valuable players.

Along with the useful terms you get when you use Overture, you will undoubtedly get some terms that will lack relevance. You will want to use those terms as negative keywords.

To be successful in managing your PPC you will need to come up with all the variations and different combinations of search terms that the multitudes of skin care product searchers are using. Then take them to the Overture keyword selection tool again.

As these Overture numbers show, there is the possibility of getting ten thousand or even a hundred thousand US searches in one month on our top keywords alone.

About the Author

Need to optimize or "fix" your Adwords & PPC campaigns? Kirt Christensen manages over $600k in PPC spending & knows what it takes to make your account hum! When it comes to adwords pay per click, he's the man!

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