Wednesday 13 August, 2014
In general, internet marketers have little regard for low volume keywords. These are keywords that don’t get a great deal of search volume. We target high volume keywords with low competition instead with the idea that if we can rank for these keywords, we can get a great deal of traffic.
However, there’s one huge advantage to good low volume keywords. What I mean by ‘good’ is that these are keywords that are highly relevant. They describe your offering perfectly. In other words, if there is somebody who types this keyword into Google, your site will come up on the top of the search engine results page.
What I’m saying is that you can own these keywords. If they’re a perfect match for what you’re offering, any person who types them into a search engine is already a highly qualified customer who is likely to buy from you. You’re banking on the fact that the keyword has zero competition.
The Trouble with Low Volume Keywords
So, why do so many marketers ditch the low volume keywords? Why not keep them hanging around in your AdWords campaign?
Many marketers feel that they should ditch low volume keywords simply because they’re taking up space, like unsold item on a store’s shelf. They feel that it makes your account somehow cluttered and hard to deal with, which incurs further expenses in managing your account.
Some worry that these keywords can put a drain on your budget. Google may set aside a portion of your daily budget for these keywords. When they don’t get any clicks, that portion of your budget goes to waste. It could’ve been allocated to your higher volume terms.
Why Low Volume Keywords Aren’t a Threat
If you have low volume keywords, the advice of Google is to either refine or sit on them. They may be low volume because they’re not relevant or their too broad. However, if they’re long tail keywords that describe your specific offering, they’re worth keeping around. When a time comes where someone searches for that term, you’ll get them.
Another good reason to keep these terms around is if they anticipate some future event. For example, they include an upcoming event or product launch. In this case, they’re not getting any searches now, but you’ll want to have them in the future when this event happens or product is launched.
One good way to deal with low volume keywords is to create a separate ad group for them. You can allocate a small budget just for them and use this ad group to do some further testing. This way, also, they won’t affect your regular AdWords campaign.
Finally, if they don’t perform and you don’t think they ever will, then you can drop them.