Relevant Google Advertising – the Pyramid

What makes a good Google Advertising campaign? In a word, “Relevance” : Are the visitors to your website from your Google Ads likely to buy your product or service?  The idea is to get the people to your website that are looking to buy exactly what you are selling.

More “Traffic” to your website will not always bring you more business.  More “Relevant Traffic” will bring you more business.  As an example, if I were to drive 10,000 people to your website interested in winning $1000, you would get 10,000 visitors looking for free money.  I doubt many of them would be interested in anything else on your website.  However, if I were to drive 100 visitors to a website for a store in Anytown, VA that sold American flags, and all 100 of them lived within 10 miles of the store and they just searched Google for the phrase “American flag store in Anytown, VA”, you might expect to get a few phone calls.

To further illustrate the idea and importance of “Relevant Traffic”, I like to use the pyramid model:

At the top of the pyramid, the search phrases are very targeted to a business.   Using my typical pizza restaurant example, the search terms at the top of the pyramid might be something like “Italian Restaurant Pizza Delivery Coupons in Anytown, VA”.  This term is very specific and there aren’t very many websites that would want to be found for that phrase.  The person that enters this phrase is looking for something very specific.  If you owned an Italian restaurant in Anytown that delivered pizza and you had delivery coupons on your website, then this search phrase would be highly likely to get you a phone call.  In other words, that visitor would be very “Relevant” to your business.  On the other hand, this phrase isn’t searched for very frequently, probably only once or twice a month.

At the bottom of the pyramid, there are the phrases that are very broad in nature.  As an example, the search phrase “restaurant” would be near the bottom of the pyramid.  The person that enters “restaurant” as a search term could be looking for a job in a restaurant, a sub shop, hamburgers, breakfast, Chinese food, a restaurant that takes reservations for a client dinner, McDonalds, or even for a restaurant that’s for sale – in any city in the country also.  So for the pizza restaurant mentioned previously, most of the people searching for “restaurant” would probably be “Irrelevant” and unlikely to convert to a customer.

Unfortunately, the easiest way to get a lot of traffic to a website is to target a few very broad terms – ie. target the irrelevant traffic at the bottom of the pyramid.  This is how some other Pay per Click companies operate, so you need to be a little careful when selecting a Pay per Click company.  Some of them tend to charge more since they will get you a ton of “traffic” to your website, but you may not get too many phone calls.

At Third Marble Marketing, we strive to make sure the traffic from our Local Google Advertising is Relevant Traffic from the top of the pyramid.  Yes, we have to spend more time setting up hundreds of phrases from the top of the pyramid, instead of just three or four from the bottom.  But whether you are spending $100 per month, or $1000 per month with Third Marble Marketing, we make sure you are getting the most relevant visitors for your money (so you can get the most customers for your money).

I hope this helps – if it does, please leave a reply, or click the “Like” button below.

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