In 2007, paid search - Pay Per Click, or PPC - has become mainstream. Unfortunately this means that many businesses are finding that prime keywords for their niche cost too much per click to make the choice of those keywords viable.

If that’s your problem, you’re doing paid search WRONG. :-)

As If Paid Search Isn’t Working Then You’re Doing Something Wrong says: “As the title states, if paid search is not working, then you are doing something wrong. Advertising does not get more targeted than paid search marketing. If you can not convert a user to purchase ‘Widget A,’ who is looking to purchase ‘Widget A,’ then clearly you must be doing something wrong. The customer should be seeing your pay-per-click ad as filling a need, not another ‘commercial.’”

The fact is, you don’t need prime keywords in your campaigns. You’ll do much better with other terms which catch your prospects when they’re in the right frame of mind to buy. Clicks cost money. Every non-targeted clicker is an expense, and you don’t want them.

You want buyers. Revamp your search campaigns, and use only those keywords (phrases) which indicate buyers who are ready to buy.

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