Remember, the purpose for buying traffic to your site using any Pay Per Click (PPC) system such as Google Adwords is to generate more sales…often called “Conversions”. Just spending money to have more eyeballs reading your pages without buying anything is likely not going to help your bottom line. You want to bring traffic to your site that converts into a sale.
You need to set up conversion goals within your site and monitor the direct relationship between increased traffic and increased sales. Often it is useful with companies that don’t sell directly on the web to engage in a few test campaigns. These test campaigns should be targeted to a unique landing page and utilize a unique phone number, email address or other contact method that can show a direct cause and effect between additional site traffic AND additional sales. By conducting a few of these tests, you can determine what type of traffic behavior can be considered a conversion…and even place a dollar amount to define various ‘better value’ conversions.
One ‘short cut’ method that can also help you bring more traffic that is likely converting into higher sales is to create a copy of one of your better optimized, higher CTR, campaigns and merely add the word “buy” to all your keywords. Obviously, if a searcher is placing the word “buy” on their search, they are likely very close to purchasing. Of course, the tradeoff is that there will likely be significantly less traffic using this additional word in searches. Here is a case where a lower CTR will still probably be a better revenue generator, and an overall cheaper set of keywords, than the one you selected. You may want to give this method a try if you don’t have the ability or time to do a true conversion campaign test. As always…monitor results.