Thanks for all the responses.
@Redfly, yes, I appreciate that there may be lots more to do to improve the conversion rates. However, it’s a young site about 9 months old and I think there is a lot more “market share" to be had– i.e. clicks to win. The reason for this: 75% of the traffic comes from 6 keywords, so only 25% is coming from long tail keywords. Should this in fact be the reverse?
@Redfly, yes, I agree, the conversion rates for the PPC traffic will be a lot lower than the SEO traffic. We’d be more than happy to breakeven on the PCC campaign in order to build traffic to the site.
@Shaneod21, thanks for the feedback re. content sites. I’ve run Adwords campaigns before but I have not used the content option. 10,000’s of keywords? - I’d better read
Redfly’s blog entry on setting up an Adwords campaign properly from scratch.
Thanks all for the tip re. paying more at first to boost quality score. I had not picked up on that.