It's much easier to promote a website, for example, using low-frequency queries as the competition on these queries is much lower. The main thing is that we are going to attract those consumers that have already made up their mind about the product or service. The traffic on such queries would be targeted as a user will go to the page upon a clearly formulated query.
Thinking about increasing traffic volumes, but not ready to invest a lot of money in the advertising?
Today, we will tell you how to correctly apply low-frequency keys in Google Ads and use them to increase profitability.
Generating traffic using competitive queries usually costs a lot of money and (unfortunately) the profit doesn’t always cover the cost of advertising. Using keys with a low frequency will help you increase the profitability of your advertising campaigns.
We'd like to dispel the myth about the impact of low-frequency keys on the quality of advertising campaigns at once. The quality indicator of the advertising campaign is calculated from the ratio of clicks to impressions; the total number of clicks is not taken into account. Therefore, the low-frequency keys will not affect the quality score of the ads – you can and shall use them!
It's important always to check how naturally the low-frequency key looks in the ad or in the page text.
Reasons for the success of low-frequency keys
Low-frequency queries surprisingly often produce results that are several times higher than other traffic sources. We believe that this is primarily due to consumer psychology.
Low-frequency queries are very accurate and are aimed at solving a specific customer need.
Example of a low-frequency request: "Buy Honor smartphone in Dallas". If a potential client enters in the search engine "Buy Honor smartphone", Google would have shown him the page on his request – the top pages of major online stores, catalogs, and more. As a rule, users are repelled by the complexity of searching through the catalog, and they leave the page without performing the target action.
Making a certain request "Buy Honor smartphone in Dallas", a potential client gets to the page with a specific product, where he/she will get all the necessary information. A user doesn't make unnecessary clicks and consequently the chances of buying grow.
Features of low-frequency queries
Low-frequency queries also have different competitiveness.
The probability of purchasing on the request "buy a handmade leather wallet in New-York" is higher than on the request "buy Balenciaga in Milton".
Attracting a buyer of expensive shoes and clothing is several times more difficult than promoting a consumer product. Therefore, when you define the boundaries between low-frequency and high-frequency queries, be sure to take into account the specifics of the product. Keyword planner will help you do this.
Order of implementing low-frequency keywords
1. Find examples of low-frequency queries in the keyword planner in the Google Ad account.
This service will guide you not only in terms of possible conversion rates for low-frequency keywords it will also show you how high the competition and bids for impressions are.
2. Check whether the keys are suitable for your specific product.
3. Make changes in the settings in Google Ads and expect high-quality and inexpensive traffic.
In any case, you will have to optimize and track the effectiveness of the keys, but you have already done all the basic things.
In conclusion, if you need high-quality traffic with minimal investment, we recommend that you test and regularly use low-frequency keywords!
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