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.