Identify High Traffic Keywords
High Traffic keywords deserve special treatment! If you have a keyword which represents more than 5% to 10% of your impressions, clicks, or ad spending, and are not giving it special treatment, then you’re dropping the ball.
Special Treatment for High Traffic Keywords
We usually place a high traffic keyword into a stand-alone ad group so we can write ads specifically focused on the single keyword. This generally serves to enhance the performance of the keyword.
We often place the ad group in its own “High Traffic” campaign in order to throttle (maybe stop!) spending on it, so as to avoid crowding out traffic to our long-tail keywords. Unless segregated, one keyword can swallow your ad budget by 9am, so that your long-tail keywords earn no impressions for the rest of the day.
Bright Lights, or Leper Colony?
High Traffic campaigns consist of core keywords. Core keywords are usually short. Short keywords, by definition, are not long-tail. We love long-tail keywords, and have a healthy bias against high traffic keywords, because they generally convert poorly. However, this is just our opinion, and sometimes it’s just not popular. No worries, after all, beauty is in the eye of the beholder.
So when you see “High Traffic,” in one of our campaign names, we’ll leave it to you to determine whether that designates the keyword as a superstar . . . or leper.
3 Responses to “High Traffic Keywords”
Hello Mohamed,
That depends on how you feel about the keywords. If you’re feeling cynical about them, then budget enough for just a couple clicks per day. Once you give up on them, then pause the campaign entirely. Conversely, if they are actually converting, then budget enough for them to run 24/7. Thanks.
[...] keywords will generate 10% or more of your traffic, then you should immediately place them into a High Traffic campaign and stand alone ad group. So keep your eyes open for this situation, while you are [...]
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Great point of view and am really convinced with it. We have to give the opportunity to long-tail keywords as they are the key to conversions. However, am wondering about the state of a new adgroup containing all the “superstar keywords”? To be more specific, for how long will the daily budget be sufficient for the “superstar keywords” after collecting them in one adgroup?
Thank you for your great effort and waiting for your reply.