Maybe you can have too much of a good thing. As the Internet allows advertisers to slice and dice large segments of desirable markets into thinner, more defined slices it also creates something that is much less desirable: smaller profits.

How is that you say? How is it possible to make less on my advertising spend when I am advertising directly to the group that most needs or wants my products? Well, it’s simple supply and demand. While you are targeting a much more defined market you are not going to be alone in that quest to advertiser to just the people that will buy. Remember those pesky competitors? They want those people too because their claim is that they are better than you. Now you are going to find a price war that drives up costs for advertising and makes customer acquisition costs rise which in turn hurt the bottom line. So maybe there is too much of a good thing after all.

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Did you know that you can create a “Search Query Performance Report” from your Pay Per Click campaign? What is so special about this report?  Let’s say that you’ve been running your ads for 15 days in a very competitive market and you’re not getting any conversions.

With this search report you can see what visitors are searching that triggers your ad. Knowing this can help you make some changes in your ad or the landing page that visitors are viewing.  The position of the ad are shown with the click through rate percentage. The high percentage reading indicates the ad is a hit.

To view your search report for your Google Adwords, go to reporting and scroll down to reports.  This will take you to the report center, you want to create similar for the report.  Give the report a name like “restaurant consultants” and be sure to click on search query performance.

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