From Gold Watches to Fur Coats: Driving Conversions via Unrelated Keywords

by John Rodkin

How do you know what product sales are driven from which keywords within your paid search efforts? Which keywords are driving the most profitable traffic? Are you doing everything to maximize your paid search ROI? A common perception within the online advertising community is that a successful ad sells product it was intended to sell. Surprisingly, that is not always the case. In reality, online conversions often originate from traffic generated by keywords that are entirely unrelated to the items eventually purchased. For instance, a large percentage of fur coats on one merchant's site were purchased by people who searched on "gold watches." Who would have thought gold watches and fur coats are related?... cont'd

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