AdWords bids getting too costly?

I had two clients ask me what to do about this in two days. Here’s what I told them:

“Ramp up your bid per click every couple days until you’re comfortable, keeping in mind you might run out of comfort before you get good clicks. In that case, the market has bid those terms to a level above what you’re willing or able to pay.”

The market in AdWords for your term might be so small that a) some newbie idiot is bidding up the term for everyone, or b) the term might not be small, but people are willing to spend more than you per click and make a profit with their services. Probably their site converts better than yours, so for instance they make more money out of 100 clicks than you do.

My AdWords Bidding Advice is to

  1. Use misspellings and see if you can poach terms for cheap… for instance I bid on “vovlo” for my Volvo site.
  2. Try another text ad marketplace (sorry, no recommendations).
  3. Increase your site’s conversion rate so you CAN spend a couple dollars per click and still eat… put another way, make your site a better salesperson.
  4. Or lastly, forget AdWords and simply improve your site’s visibility and relevance to search engines.

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