If you are driving traffic to your web site through paid search, but that traffic is not profitable, then you may need to re-examine how you are targeting your ads. Chances are your targeting is too broad. Remember, you don’t just target with your keywords – you target with your ads and you target with your landing page copy.
For your keywords, you should use a wide package of keywords that includes broad, high volume keywords as well as more specific, low volume keywords. Make sure you have tracking in place so you will know exactly which keywords generate sales or leads. After a few weeks, you should have a very good idea which keywords you should be spending your money on.
If your keywords are driving traffic but no sales, then you need to look deeply at your ad copy. Are you attracting the right prospects? If you attract a lot of traffic that is not converting, then you need to tighten up your ad copy to attract the right prospects. You will generate less traffic, but it will be much more profitable traffic. Ask yourself this: who is your ideal prospect? What industry does he work in? Does he drive a truck? Does she have good credit? Whatever characteristics make up your perfect prospect, you can use that information in your ad copy. For example, if your ideal prospect is a deer hunter, maybe your ad copy should mention deer hunting. If your ideal prospect is disabled, maybe you should try an ad header like “Disabled? We can help”. These are just hypothetical examples, but you get the idea.
The same thing applies to your landing page copy. You need to make it clear who you are looking for and write your copy with that person in mind. Think of this whole process like a big funnel, and you are doing everything you can to apply filters so that the prospects who arrive at the end of your funnel are very eager to do business with you. By fine-tuning ads and ad copy for specific groups of people, you should greatly improve the performance of your paid search campaign.