Low Hanging Fruit…

Whenever I create a new PPC campaign, I sometimes get discouraged by the amount of competition there is on the keywords that I am looking to bid on. Whether I am advertising earphones, hairpieces, jewelry, supplements, or tasers, there is a whole sea of competitors bidding on the exact same terms that I am. With limited budgets, it is really easy to lose your mind as you try to make the most of your money.

In response to this, I recommend bidding on “Low Hanging Fruit.” Think of keywords as apples on a tree. Everybody instinctively gravitates toward the biggest, brightest, juiciest apples that they can find within an arm’s reach since they stand out from the rest and are easy to pick. Think of these as the single-term, high traffic, more expensive keywords that are in high demand.

Naturally, not all small businesses can afford to advertise for these terms, so I suggest looking elsewhere. Concentrate your efforts on lower volume, longer tail keywords that may not bring in as much traffic - but also don’t have as much competition. These “Low Hanging Fruit,” will not only help to obtain higher positioning, but they will also spend less money, and potentially bring in greater returns over time (despite lower traffic).

*Tip: Generate enough low volume keywords that the bigger companies fail to utilize, and you can bring in a payload of traffic at a fraction of the cost.