When it comes to pay per click advertising, it’s well known that broad keywords tend to generate more traffic. In fact, one-third of Google ad clicks and conversions come from broad match keywords. But attracting large volumes of visitors to your website doesn’t always mean that they’re high quality—in fact, low quality clicks can be a severe detriment to your campaign.
Broad match keywords not only tend to be expensive, but they also tend to produce relatively poor conversion rates. Perhaps you’ve already tried adding broad keywords to your Google AdWords campaign and have even added negative search terms to your key phrases to refine it by eliminating irrelevant clicks. But large volumes of visitors doesn’t necessarily equate to high quality visitors. The traffic boost will look good on paper, but hundreds of clicks originating from tangential keywords can cost you money that could be better spent in other ways. Continue reading