The Early Stages Of PPC

Internet Business Opportunities

By now you have launched a campaign on Google Adwords, so lets look at your keywords. Ideally your keywords should have a high quality score, Google will determine your score based on the “relevance level” your keywords.

If you are selling a product you should try and find “money” keywords. For example any keyword phrases that include words like:

get

rid

buy

buying

purchasing

purchase

how to

how

cure

fix

repair

order

ordering

help

treatment

solution

etc etc etc. You get the idea.

Acknowledge the amount you are prepared to spend. Choose the amount for your default keyword bid, this amount covers all your keywords. This will establish your rankings in the paid search results. Your keywords will begin to get impressions, that’s when you should start adjusting you keywords individual bid. I’ll cover more on that topic later. Don’t forget to set your monthly and daily spend limit.

The amount of advertiser competition in your chosen niche will help to determine how much your clicks will cost. However, this is not the only factor that affects the cost per click (cpc).

PPC marketing is not really a set and forget way of advertising. In the early stages of a campaign you should be checking stats daily (pending on the amount of impressions and clicks) You’ll find that you need to adjust individual keyword bids and other factors to optimize your campaign.

Not long after you set up a campaign you should start seeing impressions. Impressions are the amount of times your advertisement has been served by the search engine. Once you start getting impressions you will see where your ad is positioned in the sponsored link search results for each keyword. This is the figure in the avg. position column. You can then start to adjust your bid amount for each individual keyword depending on your campaign strategy, and what position you want your ad to be in.

If your ad is not shown on page 1 of the search results your wasting your time. If one of my keywords has an average ad position of 7 or higher I either stop bidding, or increase the bid on that keyword. I apply a similar theory for keywords that have an average position of 1 to 3. Now, I don’t stop bidding on those, but more often than not, I find it more cost effective to lower the bids in an attempt to rank slightly lower. Average ad positions of 3 to 5 have most times been the ultimate for my campaigns. You can also change the ad position preference in the campaign settings tab of your Adwords account.

Try coming up with an ad that’s catchy and to the point! Google has limits on what words you can use in your ad copy and the size of your ad. Trial and error is probably the best method when writing an ad, you will be prompted to make the necessary changes if your ad is not within Google’s guidelines.

I’m not a professional ad writer, so to get the best out of my ads I always split test, and you should to. I run a minimum of two ads at a time to get an idea of what ad converts into clicks. Keep an eye on the click through rate (ctr), the higher, the better.

One of the more common ad writing methods is to capitalize the beginning of each word in the ad. Have a look at how the capitalization technique makes the ad stand out.

Buy Roses Online Buy roses online The Freshest Roses Online The freshest roses online Buy One Rose Get One Free Buy one rose get one free YourDomain.com yourdomain.com http://www.yourdomain.com http://www.yourdomain.com

Give your campaign at least a week to run, then judge your ads. As mentioned you want to have a high ctr on your ad. Let’s say you have two ads, now write a third ad that you think will beat your highest ctr ad. Leave ALL three ads active for three days before deleting your worst performer.

Assuming that your ad is all set up and already on the way. Now you can return to Google, log into your account and see how campaign / campaigns are performing.

As an example, lets say your account had the following statistics… KEYWORD: xyz IMPRESSIONS: 2000 CLICKS: 100. KEYWORD: wxyz IMPRESSIONS: 5000 CLICKS: 10.

You will begin to get an idea of what your customers are searching for and also what ads they are clicking on. You want clicks, clicks are good. But conversions are better. Now we need to take your stats and work out what they mean.

Keyword “xyz” has way more traffic, in fact ten times more traffic than keyword “wxyz”. Great, now lets assume we have tracking in place (a subject for another day) you then see that keyword “xyz” has no conversions but keyword “wxyz” has generated 2 sales.

Even though the keyword “xyz” had a 5% ctr compared to 0.2% ctr for “wxyz” the results show us that “xyz” is not a profitable keyword. It would then be a case of deciding weather to delete the keyword “xyz” or not, and focussing on increasing the ctr of “wxyz”.

KEY POINT: Assess your campaigns thoroughly, you don’t want to be running a “blind” campaign. You need to be able to see keyword conversions so you can manage your costs. Unfortunately PPC marketing is not black and white, let your keywords get at least 100 clicks worth of data to get an idea of performance.

As we all know Pay Per Click marketing is a cut throat business. To succeed you need to level the playing field between you and the super affiliates. If you don’t have the right tools, you will struggle to make it. You can save yourself hundreds of dollars by making use of tracking and “spy” software. Google Cash Detective 2 is one of the latest and greatest “spy” tools on the market. With Google Cash Detective 2 you can quickly identify your competitors profitable campaigns and replicate them.

Be willing to spend money to make money when it comes to PPC advertising. Find info products and get “spy” and tracking software to really improve your chances of success. Pursue your goals, be focused and don’t give up.

Good luck, Lynne Carey

Twitter This

Usuario: Password: