Sometimes, when you are dealing with clients, since they are paying you the money, you need to do what they say.
I had a client insist it would be a good idea to bid on Nissan terms as part of a “bad credit car financing” paid search campaign. They were advised against it, but insisted. The results? :
Google then gave us the old:
Keyword(s) are currently inactive for search.
These keywords are marked in the Status column of the Keywords tab below. Improve their quality through optimization, delete them, or raise the keywords’ bids to the minimum bids indicated. (Raising the bids to at least the minimum will activate the keywords.)
The lesson behind this is pretty simple. If you forget WHY search engine marketing works, it will never WORK for YOU! Search engine marketing works because people have intent behind the searches they make. If you can match your ad with the users intent, you now have a good campaign. The intent behind a search performed on a Nissan related keyword is not to find someone who will give them a “bad credit car loan.” The intent behind that search is to either find information about a Nissan, Nissan pricing, Nissan Dealers etc.
Step 1: Match your ad with the searchers intent
Step 2: Profit