Everyone wants to rank for those broad two or three word key phrases because they tend to have high search volumes. The problem with these broad key phrases is they are highly competitive. So competitive that you may not stand a chance of ranking for them unless you devote months of your time to it. Instead of spending your time going after something that may not even be attainable, go after the low-hanging fruit of long-tail key phrases.
In a very crowded, noisy space – entrepreneurs and small business owners with a ton of “experts and influencers.” How do I get “above the noise?” I have built up a great brand and, I think, some great content based on a boatload of practical, real-life experience. I also have some products and services that I’m trying to sell, but I remain, “all dressed up, with no place to go.” Thoughts?
And finally – ask them what their list’s average response rate is. You want to know what the average open rate is and what the average click-through rate is. If you can, try to find out what the typical conversion rate is for, say an email opt-in squeeze page. They may say “Hey – every landing page is different. Every email is different. I can’t help it if yours is terrible.” And that’s true.
For our client: We rolled out numerous new pieces of content onto their blog and news section; we aimed to make the content creative and funny. As the client was in the careers space we made use of “funny interview questions” and “technical interview questions” style articles. It was amazing that one of the articles even made it to the first page of Reddit. We also pushed out content which was related to various holidays in that year and also specific to the client’s industry and also current trends in the market. 
Expanded text ads are eligible to show for all the keywords in your ad groups all the time, but you may want to hold off on pausing your old ads, at least for a bit. As with everything in paid search, just because expanded text ads are new doesn’t necessarily mean they’ll outperform your old ads immediately. Some advertisers saw their first try with expanded text ads have lower CTRs than their old ads.
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This example illustrates why marketing metrics such as web traffic cannot be viewed in a vacuum. Two contrasting websites achieve the same outcome, where they are failing to capitalize on what they do well. By focusing on the one metric where they excel, it fails to acknowledge the area for improvement. By studying the whole picture and optimizing areas of subpar performance, ecommerce stores give their customers the best possible experience while maximizing revenue.
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