Many people only focus on driving the highest volume of traffic when buying PPC paid search advertising as search engines are all about volume and most people only hone in on impressions, clicks and cost. However, remember not all traffic is worth paying for. Make sure you are paying attention to what your newly purchased traffic is doing once they get to your website. If you can’t answer the question, “What keywords are really converting?” you’re in trouble. This may take a little time to truly discover the trends but you should be able to identify keywords that cost you clicks but don’t amount to any business action.
That doesn’t mean you have to abandon those keywords all together. Perhaps a change in landing page content that provides the right information is in order. Make sure that your ad and destination URLs are relevant to the keyword you’re bidding on. Ensure that you have a plan for each stage in the buying process of your newly acquired user. If your paid click leaves your website without a take away never to come back there is simply no benefit to either party. You should never pay for traffic that doesn’t help your business.