A very Simple, Step by Step, Roadmap to Google adwords Success.
The aim of any Google adwords campaign is to turn a profit. Whether tangible or intangible. Maybe you are looking to make more sales by generating very targeted traffic or have more visitors sign up for your ezine, download a free or trial software, free ebook etc. Ultimately the aim is to have a good return on your investment (ROI)
However, the immediate goals of your campaign is to
1. Have a high click through Rate (CTR)
2. and a low Cost per click (CPC).
These two parameters, together, put your ad in a good position (typical 1st to 6th position) on the search results page.
Google adwords is unlike other pay per click search engines where the highest bidder gets the highest position. Google wants to present the most relevant ads, matched with the keywords that generated these ads to searchers. So that a high click through rate means your ad is relevant to searchers even if the CPC is low.
If Your ad is presented (impressions) 1000 times and the CTR is less than 0.5% of the number of impressions, your ad gets slowed by Google and could eventually be disabled. If you ad is slowed you can edit it and run it again.
So here is your dilemma. To generate a decent CTR you need a good position. To get a good position you need a popular (competitive) keyword. Using a popular keyword means you will have to bid high. Yet you want a low CPC in the range of $0.05 to 0.10.
What to do? Look for not so popular keywords. Obscure keywords that few people use to search in your industry. Very few advertisers will be using them too. Identify many of these keywords. Make sure they are targeted. Add all the obscure keywords together. This will give you a good list that will generate a good amount of impressions, good CTR and at a low CPC.