There’s a firewood delivery company that bids on keywords to find new customers. This fictional company, Smell Good Wood, specializes in aromatic firewood delivered right to your door.
Every ad click costs money.
The broader the keywords driving the advertising, the more traffic the Smell Good Wood website gets because more people search for general terms than very specific terms.
GOOD NEWS! If Smell Good Wood goes after broad keywords that many people seek, they’ll see more visitors to their website! This approach can help deliver a huge pile of folks in a much shorter period of time.
BUT, BAD NEWS! This huge pile of visitors includes many who quickly leave the website because they don’t see what they really want since the broad keyword cast such a wide net. And, Smell Good Wood pays for every single visitor who clicked whether the visitor leaves 5 seconds later or makes a purchase. That strategy can quickly burn up all the firewood profit.