No real traffic, but moderately high PPC value - how come?

[Designbuddy]

I've been given some terms with no noticeable traffic in the Keywords research tool, but have a moderately high PPC value - why is that and are they worth pursuing if they have no recordable traffic?

FYI, this may be a newbie assumption on my part that -- means no noticeable traffic...

Thanks guys!

[SimonCullum]

Hi Phil

Without knowing the keywords in question, region etc it's difficult to tell.

However, most of the time in this situation, it can be that although there apparently isn't much search traffic out there for particular keywords, a lot of companies may still be bidding on them, thus the Competition would be high, resulting in higher than expected PPC costs. Can of course be other factors too such as low ad quality scores, broad match vs exact match...

Is it worth pursuing these or not ?   Depends on the value of a visitor, if for example it's for "truck insurance", not a huge amount of volume though competitive because the average premium/purchase can be a couple of thousand, it could be worth bidding on these high cost keywords even though there isn't much traffic available.

A judgement call really as to the value of a visitor, likely conversion, other methods other than PPC of attracting them to your website...

Hope that helps,

Regards

Simon

[Designbuddy]

Hey Simon - thanks for your answer.  That makes a lot of sense!

[SimonCullum]

You're welcome Phil, glad to have helped