2 builders who never spoke to each other

Buy narrow keywords for fewer, better visitors

A tightly scoped paid search campaign brings a fraction of the traffic paid social does and a better qualified fraction: one tool ran a test on free credits, got few clicks because the terms were expensive, and still saw that traffic convert better than social. In a category with entrenched competition where organic search is effectively closed, targeted advertising alongside thought leadership and partnerships is the realistic route. Small volume at high intent beats large volume at none.

The method

1. 01

   Paid search brought fewer visitors than social but a better qualified set of them, so a small ad budget can still convert when the keywords are narrow.

2. 02

   In a market with entrenched competition, put the budget into targeted advertising, thought leadership and partnerships rather than into organic search.

What it returned

• A test campaign run on free Google AdWords credits produced few clicks because A/B testing keywords are expensive, but the traffic converted better than social traffic did.

• Cloud services is given as the example of a category where conventional SEO underperforms.

Sources

• ABBY: Here’s What Andy Has Learned from an A/B Test ToolAndy Goldschmidt · failory.com · How did you grow ABBY? · undated
• Rethinking SEO in the age of AI | Eli Schwartz (SEO advisor, author)Eli Schwartz · lennysnewsletter.com · 2024-09-19