One of my mentors always talks about 80/20.
You already know that 80% of the profits come from 20% of your customers, right? If you dig deeper in to those 20% of your customers, you will find that 80% of those profit comes from 20% of them. That is, really, only 4% of your customers bring the most profits. What would you do when you find this out in your business? Wouldn’t you make sure that your processes, product benefits, services align to exact requirements of this 4%?
Now let us talk about keywords. There is a common saying in this industry that if you don’t have 1000 or more keywords in your pay per click campaigns “you are leaving money on the table”.
How many do you have?
I want to tell you a. if you don’t handle these 1000 or 5000 keywords properly, this will be a sure way to lose money in your campaigns. B. 80% of your visitors come from 20% of your keywords. If you dig deeper in to those 20% of the keywords, you will find that 80% of the visitors come from that 20%. So really the rain-making keywords are about 5%. That is it.
Of course, there are still companies advising to get 1000s of keywords and they are doing that. But if you want to get your campaigns and your visitors focused then identify the one keyword.
When you identify that one keyword (not by guesswork but through a process) then that keyword will expose your ad and your business to all the other relevant keywords. Search engines decide what to show to its ’searchers’ when a particular keyword is typed in to the search engine query box. You just need to identify that keyword. We have a developed a unique (and laborious) process to identify that keyword.
