Is PPC worthwhile for a product with no search volume?

[5225Marketing]

I'm working on a PPC campaign for a client who provides a luxury service. He has very little search volume in general, and there's one product that has no volume at all.

I'm wondering if it's worthwhile to run a campaign for this product using the general keywords. I estimate that 95% of the population has no intention of using our service and can't afford it even if they did.

For example, say we're a concierge doctor service. When people search for 'medical doctor' or 'medical treatment' they are looking for doctors, and we probably could help them, but they won't want us when they could go to the doctor's office down the street and pay a fraction of the price.

Obviously I'd tailor the keywords so it would be as relevant as possible.

Yay: If my ads are clear, then whoever clicks them is interested in my product, so my money is being well spent. I'll just have a very low CTR.

Nay: Spend the money on advertisement tailored to the target market, both people with existing interest, and those who would want it if they knew we existed.

Yay or nay?

[Gyorgy]

If your ads have a lot of impressions but low CTR then your keywords will end up having very low Quality Scores. I would try using keywords that are relevant to your business even if they have low search volumes. The AdWords keyword tool is not 100% correct and your business needs only those few who are looking for these special services.

Maybe a more thorough keyword analysis would reveal keywords that have slightly higher search volumes.

If you use more generic keywords and your ads show that your service is special then:

• your ads will have low CTR
• your keywords will have low Q.S.
• if users click on the ads but realise the difference on the website then your landing pages will have high Bounce Rates and we're back to low Q.S. again

[DanielFreedman]

I say nay....at least for now...and at least on the basis of the limited information you were able to provide.

I have two clients in exactly this situation. Let's say one is in the health and wellness business and the other is in the gourmet food business.

I agree that tailored keywords are important. But I'd move heaven and earth on an organic search strategy for several months before even attempting PPC. By that I mean super-premium, high quality editorial content or interactive features  -- and a handcrafted link-building strategy that targets MSM outlets. We're talking commissioning articles from established writers or paying for interactive apps.

I'd also encourage your client's very top execs to grovel for links from their partners, suppliers, clients. The idea that approval can happen at the "web guy" or even marketing dept.  level is comical. You have to pretend you're just the "tech guy" -- even if the stategy is all yours. Then you fight like hell over "billing" -- a bit like Hollywood.

I'd also invest a lot of effort into reviews and recommendations, both on-site and on third party sites.

All that said, YMMV. It all depends on the industry and the client and the competitive landscape.

I have one client who offers a super-premieum service  -- for whom I've implemented an Adwords cmpaign. The CTR is miniscule. So is the cost. ...about $9 a day. And it's paid off big.

But I just use the CPC as a supplement to other stuff. My overarching point is you should try other stuff first.

[EGOL]

One challenge that you have is that insurance companies and medical groups already offer these services to control costs and direct patients to in-house services.

[5225Marketing]

Wow, I guess you're right. I'm gonna get started on moving heaven right about now.

Too bad, there are quite a few people between me and heaven.

Thanks for the in depth answer.

[5225Marketing]

True, about Google Adwords. Although, that isn't my only source.

I can always run a test campaign just to see the number of impressions I get on the keywords I've designated as 'zero search volume'.

And why is QS so important?

[DanielFreedman]

Higher QS means you get more clicks for the same amount of money. Too many people accept automated suggestions to up the buy. They should focus on improved QS first. It's all a matter of well the trigger words, ads, and landing page relate to each other.