This is one trick I learned long ago from Frank Kern that has worked wonders for me and some of my clients. This can be applied to 95% of industries except the very high competition industries (Internet Marketing, Loans, Insurance, Financing) where serious marketers are present and are already driving up the cpc rates for these keywords.
The whole idea with this strategy is to bid on leading website domains in your industry. You will find that a lot of people use Google as opposed to the URL bar in their browser. Typing something like “facebook.com” in to Google search is not uncommon. This gives us an opportunity to bid on the domain names of our competitors (direct and indirect).
Lets look at an example:
Lets say you own an web development company and you know most of your clients will buy domain from Godaddy. So to assume that showing your ads to Godaddy users would be right on target. If you do the search on Google for Godaddy.com all you get is an ad for Godaddy.com. No other competition.
Lets see what Google keyword tool tells us
Global Exact Monthly Searches: 49,000
Average CPC: $1.02
This is when the cpc for “Web Development Company” is $34.41 and “Web Development” is $20.50 with lots of competition. You can have your ads shown for fraction of the cost to your target market leaving your competition in the dust with a little bit of creative thinking.
I hope you see the potential here. You don’t always have to target websites of your direct competitors but also major niche sites that serve your target market. This strategy will work with all search based PPC platforms. If you use it with Google you will still have to jump through Google’s hoops and make sure your quality score is good and landing page does not violate their TOS before the ad is shown.
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