Pay Per ClicK (PPC)  
 
Do you Think Google AdWords is a Waste of Money, Better Think Again. Read On »
By Tyler Dewitt December 6, 2010

Google Adwords TestingSome people are just scared of Google AdWords. I guess you can’t blame them to an extent. However, you have to realize Google AdWords is a profitable money making machine. I have created campaigns that have grossed millions. There have been many people out in the space that have created campaigns that resulted in major success. You never know, you could even be one of those advertisers that creates a campaign that results in millions (possibly even net income).

If you are not testing Google AdWords to it’s fullest. Chances are you could be missing out on a lot of opportunity. Do not be scared to test AdWords. Of course we are all scared of losing money. I really can’t blame them as I stated. It took me awhile to overcome my fears in reference to paying for certain ad networks. However, I overcame that which made me more intelligent on how I invest money today.

Even if Google AdWords doesn’t work out for you. Doesn’t mean you have to exclude all paid search advertising. Sometimes you could be failing because of lack of testing through AdWords. I still get advertising networks that are not economical for us or our clients. However, I still insist we need to test everything and anything. (more…)

Never Quit Testing in the PPC World Read On »
By Safiyyah Lanier March 3, 2010

The biggest mistakes PPC managers make is not successfully testing out their ads. This is an integral part of any ad campaign. Too many people think that just picking out the right keywords is all it takes to make a great ad campaign, but I beg to differ. The only way to improve your ads and ensure that you’re getting the best out of your campaigns is to test them out. Here are a few of the biggest mistakes you should avoid making for your PPC ads:

  1. Not planning to test: As mentioned above, it is important to implement tests in your PPC ads to see how effective they are. There’s no point in keeping around ads that aren’t generating enough CTR. If you fail to plan, you plan to fail.
  2. Not using the right metrics for testing: Okay, so some have attempted to test out their PPC, but they measure it incorrectly. Some people measure their ads performance based on the ROI, using CTR. The proper metrics to use are CPL for leads and ROAS for sales. Some may want to judge their ads overall, but the best way is to judge each individually, based on their success or failure. Knowing where to tweak each ad or whether to keep or delete them is your top priority here.
  3. Over testing is another problem PPC managers seem to have. Testing is good and should always be done, but there are limits. Testing too much could be strenuous for your budget. Through proper budgeting and usage of proven keywords or adscould help you to optimize your next cycle. Also, keep in mind that over testing can reduce ROI — each time you test an ad your ROI is lowered. It can also have a negative impact on the ROAS (hint: don’t test a lot of ads at one time).

How to Put Your PPC Ads to the Test

Now, that you know the common mistakes PPC managers make, it’s time to learn how to do things the right way. The approach you should use with your ad’s headlines is DKI, or Dynamic Keyword Insertion. You can do this during the first few rounds of testing for your ads. Don’t be fooled by some who say that your headline is what matters most, in fact your content is what helps you to sell yourself even better. Try different test offers, value propositions and calls to action — anything that answers the most important question a user has — “why buy from your site?”

With DKI, you will match your headlines with the queries inserted by searchers. So if someone is looking around for “wireless head set” or “cordless headset”, and you have ads for “wireless headsets”, your ad will adjust itself accordingly for increased relevance (the keyword must be in your Ad Group and it has to fit your headline). Now, if someone were to type in “I’m searching for popular wireless head sets”, which is a long tail term, the term “wireless head sets” will be displayed in your headline as long as it is broad or phrase matched.

Now, the first thing you will need to do during the first round is to create two to four different versions of one of your ads and then run them against each other. Make sure you use DKI for their headlines. For the content in the ads, ensure that it is your best and offers a unique value proposition — the top line can be your testing line and the second can be where the proposition is placed. The first line of your ad should make it stand out and bring the reader in. This can be a low price offer — whatever will improve your CTR. You can test out prices and then no-price ads to see which work better.

Then for the Display URL, you can also use DKI, but it isn’t mandatory. Some people place it at the end of the URL to help boost the relevancy of their keywords. There are some who even argue that the length of the URL has an impact on the CTR (shorter brings in more click through rates), but you can test this out yourself. Leave this for round two or three if you already have different variables in your test run (having too many variables will make it difficult to know why your ad is performing negatively or positively).

Once you have tested them out for however long, you will need to begin eliminating the losers. You can then replace them with new ads to replace them and test. Remember, once you delete an ad, it’s gone for good. Before moving on to each round, make sure you know which ads are performing the best. Keep re-trying different variations until you find winner(s).

Before you go, Here are some key points to keep in mind throughout the testing of your ads:

  • Never stop testing!
  • Have your limits, don’t test more than one variable at any given time.
  • Try using splittester.com to see if your test ad is winner or loser.
  • Only uses prices or other numbers in your ads if it makes sense to.
  • Double check…no, triple check your ad copy for errors. And make sure the correct landing pages are properly linked.
  • Try not to use brand names in your headlines unless your landing page and ad group is specifically targeting the brand.
  • Use your unique propositions whenever possible.
  • Don’t only look at click through rates, look at ad converts as well.
  • Capitalize the URLS and first letters of each word in your ad (strategy that has been proven to work).
Google Adwords Factors for Quality Scores Read On »
By Safiyyah Lanier March 2, 2010

Wondering what Google Adwords look for when grading your ads and landing pages? Well, there are a couple of factors that play a part in the quality scores that are handed out. If you’re wondering how you can get a better score or how you can stay on top, you’ll need to get familiar with the factors that play a role in how you’ll be graded the next time around.

First off, you should understand why you should care so much about the quality scores given out by Google. When you place your ads on their search engine, they use the scoring system (and max bid) to rank your ad, which can decrease or increase your position on the search results page. This means that you need to get your ad together, so that you can get the best quality score possible to stay high on these lists. Also, don’t think for one second that your ad can’t beat competitors who bid higher than you — this isn’t true. Keywords are still king here, so if you can get the right keywords, this too could boost your quality score.

Google Click Through Rates

One of the top key factors in quality scores for Google Adwords is click through rates, or CTR. Google not only looks through your recent CTR, but your all time history as well. Your CTR rate on Google is what counts — no other search network or content network is relevant here. Makes sense since Google.com is the only search interface they are able to measure and control completely. Now, the position of your ad can either make or break you. If you have a #1 ranking ad in the search results and you have a lower click through rate than an ad that is ranked #4, you could get penalized for it. Then ads that have a lower rank, like #5 and below, won’t face any penalties for low CTR because it is only common sense that they will have fewer CTR since they are lower on the list.

The predictions for CTR is determined by keywords. For instance if you pick a generic keyword like TV, which could be used for a variety of searches like TV installation, TV guide, etc, you would have a lower rate. So in this case, the CTR would be around 2 percent, which in some cases could be a good percentage, but not in the case of generic keywords. Your aim is to go for keywords that have an 8 percent CTR or higher. Now, although the all time CTR history counts, it’s not as important as your most recent history.

Copy for Ads

The keywords you choose should be reflected in your ad copy in a relevant way. Of course, all of the keywords can’t be placed in one ad, and that’s okay. Google is familiar with stemming, themes and latent semantic indexing. Just make sure that the ads you write are using the keywords in the user’s intent to ensure that you get more CTR. If your ad doesn’t have the closest matching keyword, ensure that it has the overall theme of the keyword. Just placing a keyword in ad copy doesn’t mean much without context.

Your Landing Page

This is where all of the users go when they click on your ad. When it comes to your landing page, you should ensure that it offers a good user experience, while still catering to the needs of your business. This is especially important since Google is more worried about their searchers having good search experiences. Just as with your ad copy, your landing page should have keywords and/or keyword themes. When users land on this page, do they get a unique experience? And are they getting the answers they are seeking?

For instance, if you placed an advertisement about a 10 year fixed mortgage loan, when the user gets to your landing page, they shouldn’t reach just a form to fill out. You should thoroughly explain the 10 year mortgage loan and the difference between that and a 10 year adjustable mortgage loan, along with any other relevant information they need to know.

Account

Your account will also receive a quality score. What happens here is, all of the keywords, impressions and clicks you have received, will all be rolled up into one quality score. Try to avoid under-performing keywords because this could have a negative effect on your quality score.

How to Improve Your Quality Score

Now, that you know some of the factors that play a role in the quality score of your ads, you may be wondering how you can boost it. Here are a few things you can do:

  1. Break up your keywords into small targeted ad groups
  2. Develop content that is relevant for each group
  3. Create various ads for each group (then test them all and see which performs the best. The weaker links get deleted)
  4. Try using exact matches for your keywords vs. broad match
  5. Place as many keywords as possible into the copy (without overloading it and making it unreadable)
  6. Make several landing pages to see which of them offer the best conversion rates
  7. Add pages that are essential, such as an “About Us”, “Contact Us” and “Terms and Conditions” page
  8. Make sure the landing pages you have are very related to the keywords you are using, to ensure that Google believes your site is relevant.

In order to help boost your quality score for Google Adwords, it takes lots of testing and eliminations. It is important that you know what to keep and what to trash to ensure that your ads and landing page are high in performance and best of all, high in the Google rankings.

Is it a Good Idea to Use PPC Engines? Read On »
By Safiyyah Lanier February 26, 2010

Many people have strayed away from the usage of Pay-Per-Click ad campaigns because they have gotten pretty expensive. A lot of the competitive keywords cost lots of money and unless you are a big brand, getting a return on what’s been paid for the high-priced keywords is less likely. If marketers were to create a more strategic and leveraged plan, they could actually get a good thing going with the use of PPC engines. So should we completely drop the idea of using PPC engines? I think not.

How PPC Ads Can Benefit Your Marketing Campaign

Pay-Per-Click ads first became popularized because it was a new avenue that allowed Internet marketers to pick and choose where they wanted their ads to be seen. Since a lot of people didn’t effectively leverage their campaigns, they didn’t bring enough revenue to make a sizable profit. Using PPC ads can benefit you in a multitude of ways. Choosing the right strategy and tools for your campaign is the only thing keeping you away from success. Here are some of the benefits of using Pay-Per-Click ads:

  1. Building mailing list. PPC ads are great ways to help build mailing lists for your company. A lot of entrepreneurs that are involved in affiliate marketing use PPC engines because they bring in a lot more potential customers and affiliates. Rapidly building a very large mailing list can easily be done with the use of Pay-Per-Click ads, which can allow affiliate marketers earn more commission via back-end sales. The key is to (a) build a high conversion rate squeeze page, (b) provide free bonuses with high value, (c) accumulate a large list of relevant keywords and (d) set up a strong back-end selling method.
  2. Selling affiliate products. Whether you’re tying to sell your own products or those of an affiliate marketer, you can use PPC engines. They have been proven to be very effective and easy to use. A lot of affiliate marketing entrepreneurs are still using this method to their benefit. The key is to build the keywords around the product name or author and accumulate keywords within the niche of your product, which will allow you to create an effective PPC campaign.
  3. Focusing on lead generation and ready-to-buy customers. PPC isn’t only good for generating a list of interested people, but it can also help you to change interested folks into ready-to-buy customers. A lot of marketers don’t have a focus on the ready-to-buy customers, which causes them to fail miserably in their ad campaign. To succeed, you will have to (a) focus your attention on converting your visitors to these ready-to-buy customers, (b) build an attractive conversion rate web page for generations of leads and (c) clearly set up the goals for your ads and lead generation page.
  4. Viral marketing. If there is a great way of spreading the word about your products, it’s through viral marketing. Although there are a lot of methods you can use for viral marketing, some marketers use PPC as a tool for spreading special reports (which are perfect for increasing reputation and business for the long haul). The key to success here is to (a) organize high special reports of high value, (b) give out fresh info and (c) motivate others to help you spread around the reports.
  5. Using PPC for your landing page. After you have effectively created great PPC ads, you will need to have an equally effective landing page to captivate the visitors that click on the ad links. Whether you’re looking to get people to sign up for a newsletter or buy a product, a landing page will help to push them to action. You’ll be able to customize each advertisement to measure their effectiveness (based on click-through rates). Pick between posting a landing page that is either offering reviews, comparisons or viral marketing. Some believe that review landing pages are the most effective. You should provide negative and positive comments for the affiliate products on the page. Simply research and review the products, give negative and positive reviews, build a conversion rate review page that is attractive and accumulate a large list of keywords for the review page.

Using PPC Engines

The reason why so many people can’t resist using PPC engines is because it delivers quicker results than through organic search results. With Pay-Per-Click ads, you are able to easily adjust bids, keywords and ads, along with the landing pages connected to them. You receive instant feedback from the ads you have put up, making it easier to track your campaign. You’re top goal is to ensure that you’re attracting the right audience (you can even turn on and off ads for the different countries you are advertising in) and getting the results you want. By making the right approach to PPC marketing, it could be a very cost effective strategy. Just remember to start slowly and build experience before making any large commitments.

The most popular PPC engines out there include Google Adwords, Microsoft Adcenter and Yahoo! Search Marketing. All have great features and rates, but it’s up to you to choose the right keywords for your campaign. Keywords cost differently based on their popularity. The more popular it is, the more it will cost. Try to find the halfway point between affordability and relevance when picking out keywords for your PPC campaign. Using the PPC engines will offer some guidance in helping you choose keywords (by providing search volumes). Before you begin your campaign, make sure to create a budget and try your hardest to stick to it. It may be tempting to up your daily limits to help drive in more traffic, but if you aren’t able to cover the costs, don’t risk it!

Choosing the right PPC engine all depends on what you’re looking for. Although Google Adwords is the most popular, it can be more expensive than others (Yahoo! Search Marketing and Microsoft Adcenter. Of course, the others won’t offer you the coverage, management and reporting facilities Google can. If you want, you can mix things up with a variety of engines to see which do your campaign the most good. Start with one and slowly begin working with

Microsoft and Yahoo! Announce Search Alliance Read On »
By Safiyyah Lanier February 22, 2010

Last Thursday, it was announced by Microsoft and Yahoo! that they have received the go-ahead to implement their new search alliance. This means that the two will be clear to continue their plans for their search agreement, without any restrictions from either the European Commission or the U.S. Department of Justice. Now, their full focus will be on launching this new deal.

It’s been said that within the next couple of days, they will begin the transition of Yahoo!’s algorithmic and paid search platforms to Microsoft. Yahoo! will exclusively be the sales force for the two companies’ premium search advertisers around the world. After the transition, the two unified entities will have a search marketplace that will deliver enhanced innovation for customers with better volume and proficiency, and opportunities that are monetized for Web publishers via a platform that has a larger selection of search queries.

“This breakthrough search alliance means Yahoo! can focus even more on our own innovative search experience,” said Yahoo! Chief Executive Officer Carol Bartz. “Yahoo! gets to do what we do best: combine our science and technology with compelling content to build personally relevant online experiences for our users and customers.”

The CEO of Microsoft, Steve Ballmer, agreed with the statement Bartz made, saying that at the beginning of this process, they have reached an exciting milestone; and that he believes the union between Yahoo! and Microsoft will enable them to promote choice, better value and innovation to their customers, advertisers and publishers.

Bettering the Experiences of the Consumer

The terms and agreements between the two companies was announced in July of 2009, stating that Microsoft will offer Yahoo! with the same search results that are available on Bing. Around the search results, Yahoo! is going to integrate their rich content and enhance listings while offering conveniently organized info for tools and key topics that are tailored for the Yahoo! users’ experience.

Yahoo! will also have a focus on offering search experiences that are innovative and compelling, allowing individuals to explore and find people and websites that are important to them. Microsoft will be supplying the underlying platform, but both companies will be creating different experiences that are progressive and compelling; competing for clicks, engagement and audience.

Timeline for Transition

Both Microsoft and Yahoo! have plans to collaborate with advertisers, developers and publishers to draw up a customized plan that will be designed to make an efficient and smooth transition. They will both be working closely with many of their partners well before the execution of the transition to the Microsoft platform, and they will be communicating important info about the transition to the partners via phone, webinars, email and a new site called Search Alliance.

First, the two companies will begin the algorithmic search transition and setting goals to have it completed within the U.S. by the end of 2010. They have hopes of making the transition to U.S. publisher and advertisers before the holiday seasons begin this year, but it could take place in 2011 if they feel that it will be more effective after the holiday season. By early 2012, it is expected that global customers and partners will have received the full transition.

After the transition has been implemented, Microsoft and Yahoo! will provide support and representation for various advertiser segments. On Yahoo!’s end, they will be supporting and representing high volume advertisers, SEM and SEO agencies, along with resellers and their clients. On the other end, Microsoft will be supporting and representing self-service advertisers.

The Benefit in it for You

With the new search alliance between Microsoft and Yahoo!, a better and more competitive search platform will be available. It will drive innovation in searches and search ads. It will also enhance user experiences that are personalized and appealing, and will create better value for Web publishers and advertisers.

Although it won’t take affect just yet, it will in the future offer advertisers the ability to do a variety of things, such as reach out to more customers. With the alliance, advertisers will be able to reach out to 150 million searchers, receiving search volumes that are 62% higher than using Yahoo! alone. It will also offer innovative features for the world’s popular online destinations, Web products and content, that are utilized by consumers by the millions (hundreds of millions to be more exact), that will be connecting with people and things that they care about most. Microsoft plans to continue developing technologies that deliver high paid search results and algorithmic, and offering resources that provide enhanced advertiser and consumer search experiences.

Advertisers will even be able to save time and effort with the alliance. After the transition, they will be able to blog using one platform and manage their campaigns with enhanced proficiency and higher return on investments. Marketing to Yahoo! and Microsoft website users and premium partner sites will be seamless.

It is expected that there will be benefits for all — consumers, publishers and advertisers — when it comes to the new alliance between Yahoo! and Microsoft. Publishers will also benefit from monetized and stronger innovations. The paid search marketplace will be a more competitive venue for advertisers and the end user will receive benefits from experiences that will be more appealing and personalized especially for them. The companies plan to do a high quality transition for all, so there will be no changes made to anyone’s accounts.

7 Strategies that will dramatically change your PPC Campaign Performance Read On »
By Tyler Dewitt July 1, 2008

Google AdWords is a vicious system, and if your someone wanting traffic with fast conversions then AdWords is the way to go (or PPC in general), but there again keep in mind most generally you will not profit right off the bat. Which granted there is some markets out there where you will break even as soon as you launch your campaign. Then you got markets that are totally saturated therefore you have to optimize like a freak to get it profiting some of these markets are insurance, dating, and other similar super competitive markets.

Let me discuss some strategies that will help you get your PPC campaign into profit mode. Keep in mind though PPC is about testing, the more you test the better of you will be.

  1. Keyword Matching Options: Always pay close attention to your keyword matching options I can’t explain to you how important this is. When you first launch your campaign make sure your using exact match, then maybe slowly take it down to phrase match and then start eliminating negative keywords that would usually show up in your phrase match. Just make sure your Ads are highly targeted.
  2. Landing Page Optimization: I see sites all the time where people are never testing their landing pages. You should always test your landing pages. I have had affiliate sites that have converted 2-4 times higher by just removing certain elements or by moving the elements around into other areas. When the user hits your landing page that exact product their searching for should be right there in front of their face. If the product is not directly on the landing page it can tremendously have a downfall on your conversions becuase most generally if the user doesn’t find what their looking for as soon as they hit your landing page they just hit their back button.
  3. A / B Testing: Always make sure you A / B test your ads, this is vital for any campaign. Which granted you might find that sweet ad that just keeping driving clicks like crazy therefore out performing your competitors. If you find an ad like this keep it, but then again maybe do some more A / B testing.
  4. Stay Away from Click Happy Positions: Test your ads in different positions most generally you can get a 50 percent decrease in click cost by bidding down to positions 5-8, but at the same time getting higher conversions. I don’t know what it is, but it always seems that the people who are clicking on the number one-position are always click happy. Which I’m not saying position 1 is a bad position at all, but if you can get dramatically cheaper clicks with higher conversions from a lower positions then do it. You just have to test it and see how it works for you every market is different.
  5. Bidding to Low: Some people will bid so low that they bid on the 2nd page that is a huge mistake. The reason being for is because you never get any clicks therefore never getting any conversions or data collected for your AdWords Campaign. You got to know how to work them top positions almost 90 percent of all click traffic is going to that home page. And yes position 1-3 gets the most, but keep in mind sometimes bidding on them positions can result in a lower conversion ratio, but at the same time your paying 2 times as much for clicks as what you would in positions 3-8.
  6. Search Query Reports: You should always run a search query report through AdWords the reason being for is because it gives you an idea of what negative keywords you should eliminate. This is highly important to use specially on broad matched keywords. You could have a keyword in there that is drawing 500 impressions, but no clicks therefore resulting in higher click cost. Taking care of little precise elements like that can dramatically help your campaign out. You have to treat it like your baby.
  7. Not tracking Conversions: Always make sure you are using your conversion tracker. This will tell you exactly what keywords are converting and what keywords are not converting. The keywords that are drawing a ton of clicks, but no conversions get rid of them. Keep in mind though to make sure the keyword is relevant to the landing page. The reason I say that for is because you could have a great keyword, but your just optimizing it for the wrong page.

There is so many variables to PPC, but the main idea behind  PPC it to test, test, and test (and spend money). I think a big majority of people give up before they actually even start testing the thing is it can take a good 3-4 months to get a solid campaign going. Which don’t take me wrong you can launch a campaign and start profiting right off the bat, but most generally the competitive markets are not like this.

You have to test and find out what separates you apart from your competitors through out your Ad Copy. Creating high quality ads will keep pushing your Ads up, but at the same time ultimately bidding down, but then again the ad will move back up–it’s a strategy, but well worth the time because when you get a campaign running you can just let it roll.

Another thing is with PPC is that you have to put a ton of money into it just to build up your historical data specially on new accounts. I had one new account I used and I was paying around 3.50 a click for one particular market and never even touched the Ads well I did a bit, but the thing was my AVG. CPC cost dropped down from ~3.50 to around ~1.50 after 2 1/2 months of just spending. That is a ~42.8 percent drop now tell me if spending don’t decrease your click cost ? I think it does huge time which there again keep in mind to test your Ads, so you can get the fullest out of your campaign.

Building a Profitable PPC Campaign Read On »
By Tyler Dewitt June 29, 2008

Building a profitable PPC (Pay Per Click) campaign can take time which granted you can profit off PPC right off the bat, but generally that’s not the case. From what I have noticed through out the social networks on the web is that a big majority of people do think their going to profit as soon as they activate their campaign, then when they turn it on their losing money thinking their doing something wrong.

Guess what their doing nothing wrong nor are you doing anything wrong. See the idea behind PPCis to test, test, and test. You have to make sense of it which I’ll get into deeper discussion about that through out this blog post, testing is the key factor. When you test your on-your-way to build a profitable campaign it can take time – sometimes it can take at least 3 months to get a campaign running really good, but then again you still have to keep testing and seeing what you can improve.

Let me get into some of the key factors that will help your campaigns tremendously.

  1. A / B Testing: I can’t even say how important this is you should always A / B test your Ads along with your landing page don’t be lazy and just do it. The reason i say don’t be lazy is because a lot of people over look this type of stuff (small changes will make huge changes).
  2. Create Laser Targeted Ad Groups: That’s right create laser targeted Ad Groups don’t put 100 keywords under one Ad Group try to limit your keywords 1-3 keywords per ad group. Honestly I don’t ever do more then 3 keywords per ad group most of our ad groups we create are no more then 3. If your wanting to expand your search capabilities then learn to use your keyword matching options.
  3. Negative Keywords: I can’t say how important this is make sure you are always searching for negative keywords. If you find a negative keyword through your search report take it out. Negative keywords are keywords that are irrelevant that do not drive clicks nor sales.
  4. Conversion Tracking: Make sure you track all your keywords, see which ones are converting and which ones are not converting. This would fall back under the category of adding negative keywords you can also use the conversion tracking tool to see what type of ROI your getting through out each Ad Group and Keywords.
  5. Content Network: We generally always disable the content network if we do enable it we enable it on a very CHEAP click cost bases. The content network does not convert very well which I’m not saying you can’t make money from it because you can, but keep in mind your conversions will be extremely low. Also always make sure you separate your content network from your search network.
  6. Landing Pages:Landing pages can help with your QS which granted a lot of the PPC systems are algorithmically done, but then again keep in mind AdWords editors review the accounts in person too. If they don’t think you have a great landing page their liable to smack your scores I’ve seen it done many times. Try to create landing pages that are relevant as possible to what the user is searching for I mean I hope you would that only makes sense.
  7. Keywords Direct to Page: You know this is one thing I see a lot of people doing they drive all their keyword traffic from AdWords into their home page. Matter fact we had a client doing that and I just couldn’t get him to understand why he needed to drive the traffic to his landing page with the actual product, but no he insisted that he was right on driving his traffic to the home page. You should never do this any experience search marketer will tell you this test it and watch what happens your landing page will convert way higher, but at the same time you’ll get a better QS score.
  8. Testing to fast: Don’t test to fast try to collect at least 200-300 clicks per campaign before you actually make any changes. I know this can be a hard thing to do sometimes I get the tendency to play with my campaigns too soon. Don’t ever do this wait until you’ve collected enough data before you start changing things around.

There is so many variables to PPC, but if you start paying attention to the strategies above everything else will fall into place. PPC is very profitable if you work with it right, it just takes time to get a campaign going. Which granted you can profit on a new launch, but then again that depends on the market and etc. If you go into a new market that’s in need of a certain service or product and you have no competitors then most likely you’ll make a ton of money well speaking you set your campaign up right.

Another thing is with PPC is that your cost will go down after time (historical data). The more you spend along with testing, the cheaper your clicks will get. I have talked with people that have told me they have had PPC campaigns running for a solid 6 months and never A/B tested an ad one time, but their clicks dropped from an avg. CPC (cost per click) cost of 90 cents to 10 cents.

Which granted the guy was very famaliar with PPC and had a great quality score right off the bat, but he never tested he was spending around 6k a day on this campaign over a 6 month period, so that comes to tell you that spending will get your cost down along with many other things.

Tips for a Successful Adwords Campaign Read On »
By Tyler Dewitt April 16, 2008

google-adwords.jpgI wanted to write this post up because a lot of people seem to think there just going to jump into Adwords and start profiting right off the bat. Which granted it does happen, but if you have a new account or starting a new campaign it won’t always turn out like that.

See the thing is when you create a new account your going to have to spend a lot to get it going then eventually you will break even sooner or later, but like I said you’ll have to spend maybe a good 2k if not more to break even most generally on new accounts (if not more).

Here is a list of things below you should pay attention to:

Keyword Matching Options: I can’t tell you how important this is knowing how to match your keywords is a must. Another mistake that a lot of AdWords users make is going broad at the beginning on all keywords and that is not what you want to do. What you want to do is define a well set keyword list of maybe 100-400 keywords depending on your niche and use exact match. Therefore you’ll find out what keywords are converting and what keywords need improved or just straight out deleted.

Highly Relevant Keywords with Ad Copies: You should try to create highly relevant keywords to match your Ad Copies. Some people will go in and create 75 keywords under each ad, and really there no reason for that. The idea is to have very highly targeted keywords that are relevant with your ads; therefore, you’ll have a higher CTR level which will result in lower CPC (Cost Per Click) eventually after time (keep in mind time).

A / B Testing Landing Pages and Ads: You should always A/B test your Ads, let me reiterate you should always A / B test your ADS and landing pages at least your Ads for crying out loud. A / B testing your ads periodically is a must for a successful and profiting campaign.

Bidding To Low: Don’t bid low in the beginning stages, bid high as you can or at least bid in the sweet spot. When I say the sweet spot I’m referring to positions 5-8 because they usually convert better, but then again depends on the vertical your promoting. Just keep in mind to bid high on new campaigns (so your not on page 10) and also you might lose some money if not a lot specially when your testing a new account out with a new campaign.

Separate Content Network from Search Network: Make sure you always separate your content network from your search network becuase of course the content network will convert at a lot lower level. Out of all honesty I never even use the content network (I do, but not that much).

Not Setting Geo-Targeting: You should always use Geo-Targeting specially if your only shipping to certain countries or if your promoting an affiliate offer and they only allow US conversions then you better make sure you have your ads to only run on the US Google Search Network.

Not using the Conversion Tracking tool: You should alway use the keyword conversion tool specially on your own site. Now there is a few affiliate merchants that won’t allow anyone entering there tracking codes on there site, but honestly once you become good enough you will be able to fly blind no problem, but I still wouldn’t recommended doing this unless your very experienced.

Conclusion:
AdWords is like a black box, and you must know how to work it. If you use good sense you will be successful with using AdWords. The idea is to test, test, and test and if you can do that and have the patience then your heading in the right direction with it.

Relevant Links Below:
10 Worst AdWords Mistakes
10 AdWords Mistakes from Ubber Affiliate
15 Tips for AdWords Beginners

Pay Per Click Tips Read On »
By Tyler Dewitt April 4, 2008

Ignoring certain things in PPC can take a total haul on your account and believe me there is certain things I have ignored at times well I wouldn’t considering it as I was “ignoring” them, but more then anything I wasn’t focused in completely as much as I should of been into that specific area.

What are important things you should really zoom in on?

  1. Keyword Matching Type: Pay attention to your keyword matching options and if you find any negative keywords  make sure you add them to your negative side and try to use exact match when you first launch your campaign then you can possibly (slowly) start going down to broad or phrase match, but make sure you pay attention to what your negative keywords are because if not your account balance could sky rocket over night with no conversions.
  2. Ad Groups: Try to split your keywords up into more relevant Ad Groups even if you have to create 1 keyword per adgroup. I mean it only makes sense if you have a keyword performing at a higher CTR (Click Through Rate) then why not. Also make sure your descriptions and titles are relevant as can be because this will improve your CTR big time I had one campaign go from 2-3 percent CTR to ~10 percent ctr by just creating around ~100 well defined ad groups with only 2-3 keywords per ad group.
  3. A / B Testing: Always perform A / B testing and never quite. You need to squeeze as much out of your campaign as possible, so always make sure your testing at all times (Note: Be sure to test your landing pages to with website optimizer).
  4. Keyword Conversion Tracking: Make sure you install the keyword conversion tracking tool this will dramatically help you. It will give tell you exactly what keywords are converting and what keywords are not converting, so therefore if you have any keywords that are not converting you can eliminate them.
  5. Decreasing Bids to Soon: If you ask me this is the biggest problem in Pay Per Click is that people decrease there bids too soon, you always want to bid super high in the beginning stages of your campaign to collect data.
  6. Landing Page Quality: Building the best landing page as possible and alway try to make improvements to it. I know some people say that having more content increases your ability to have a better QS (quality score), but I don’t really believe that which granted it might help, but honestly we have had affiliate sites and I know of affiliate sites that are performing very good such as having a QS of pratically great across the board.
  7. Ad Words Tools: Use the tools provided by AdWords to your advantage such as the Keyword Tools and etc they can be helpful when I firs started using AdWords out of all honesty I didn’t see much use in them, but then as I started to play around with them I come to find out they were very effective and can be used for numerous things specially if your wanting to build your keyword list up.

Conclusion
There are many factors in the Pay Per Click game, but the idea behind it is to test, test, and test then see what results you get if it works then keep pushing that direction and testing more. Just make sure you use the tools provided by pay per click programs and use everything to your advantage, but like I said the idea is to test, test, and test that right there is the magic recipe to being successful with PPC.

Use PPC To Build E-mail List, Sales, and Etc Read On »
By Tyler Dewitt February 23, 2008

I will have discussions with many of my clients from time to time about PPC (Pay Per Click) Vs Organic Search and some of them think that PPC is a waste of money until I explain to them the power of PPC and how it can be such as fabulous marketing model to use.

PPC is a very powerful marketing tool, so is organic search, but with contextual advertising services such as Adwords, Yahoo Publisher, and MSN Ad Network you can create very fast sales over night and when I mean over night I mean literally over night if you are a PPC guru then you know exactly what I’m talking about the thing is with PPC is that it takes skill and patience to get it going its not something thats going to happen over night.

Another big factor about pay per click is spending most generally the more you spend in the beginning the better off you will be for the future the reason being for is because you need to build your CTR (Click Through Rate) rate up then you can slowly start to decrease your bids also keep in mind they’re many other factors in the pay per click game such as account history and etc.

If your someone looking to get fast traffic over night or wanting to build momentum into a website that will be used to build e-mail lists and similar things to that nature then you will definitely want to use pay per click I have seen many website and companies grow from nothing to inc 500 companies with then a quickness.

I have seen many forums launch and build very fast by using pay per click networks for example v7n.com which has a user database of over 40k users was built through PPC and affiliate marketers including my self use PPC to generate revenue which I plan on promoting our affiliate websites through organic search, but right now my main focus is using PPC due to the quickness of traffic and sales that it can generate, so always keep in mind PPC is a very powerful marketing tool and don’t ever put all your eggs in one basket specially as strict as organic search engines are getting with paid links.

 
 
Get Email Updates
Get Email Updates