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Old 15th July 2004, 02:23 PM   #11
Lynn Terry

Join Date: Jul 2004
Location: TN, USA
Posts: 13

For "do it yourself PPC", GoogleCash is a great 'getting started' guide. Perry Marshall's Definitive Guide to Google Adwords handles more advanced strategies, and doesnt focus strictly on promoting affiliate programs (but also talks about landing pages, conversion - promoting your own products/services/website).

I am currently doing a Live Training Module on Google Adwords (this particular module is on promoting a pay-per-lead affiliate program), and have quite a bit of personal experience... so if I can help you in any way, answer questions etc - post away!

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Old 10th September 2004, 05:11 AM   #12

Join Date: Sep 2004
Posts: 15
Default Managing A PPC Campaign

I couldnot resist myself from responding to this rather "old link".

My suggestions to a small business owner for managing PPC Campaign(tested over ample number of campaigns with success):

1. The entire PPC Campaign process can be broadly divided into three stages:
a.the keyword stage
b.the bid management stage
c.the performance measurement stage

Our experience has been a well managed campaign requires sufficient focus on all the three stages.

2.Keyword stage:
2a.Industry research: Competiton websites - PPC benchmarks - rough spends - offers by comeptition - industry trends (avg.CPC,comeptition intensity ,etc,)

2b.Analyzing your website: You need to chart out your focus areas - what is that you want from the PPC Campaign and which sections of your site(s) address the "NEEDS OF THE TRAFFIC/VISITOR" who come to your site from PPC ads. After this you should clearly draw up a list of strengths - the areas you would like to focus - and finally have some sort of an idea as to which are the keywords you would want to focus on for PPC campaign

2c.Keyword Research and Generation: Now that you have some idea "what you want to do" you can use tools like PrioritySubmit(arguably the best tool available currently),WordTracker,Overture Suggestion tool and Google SandBox. There are some tools like keyword tumbler that give you the combinations and misspelling tools like SearchSpell.

The idea is to generate a comprehensive list of keywords from which you can select the optimal list .

2d.Keyword Selection - Now you have a bunch of keywords...you need to select the most optimal set...can be tricky

The ideal way is to "quantify your objectives" and "assign a weight" to each objective....whoa! To make it look simple, suppose you have a campaign budget of $100, and have three objectives: achieve a CPA of $x, get y clicks, get a CTR(Click Through Rate) z. Now you need to decide how much money would you allocate to each of these objectives.Keywords can be divided into three objective oriented sets.Seems simple...not really, because there will be "overlapping kw's" that address multiple objectives.

After you have decided the above you have:
1. A clear "boundary condition" or a constraint : Budget - number of clicks - CPA
2. Using the tools mentioned(Overture is easiest) get the list of kw's that address each objective and select the "list that seems to fit most optimally".
3. Now you would have: Say,three sets of kw's each with a defined objective and bounadry condition. And in each set you would have say n number of kw's.


2e. Now comes a part that's difficult for most and easy for some

Writing ad copy:
This is one time consuming job and calls for expertise. You may have selected the best set of kw's,but if the copy is not effective, what's the use?? No one would click your ad...and a strict SE like Google would give you a poor score on relevancy (CTR) and push your site down in the listing

The other week my copy writing team went berserk writing ad copy for a client who had 10,000 keywords and wanted 3000 unique ad copies.

2f. You have written the ads
Now you need to specify the "effective destination page URL's". Its of no use leading a visitor to a page that doesnot contain the stuff she wants. We have observed that 80% of the sites DONOT specify the appropriate landing URL and thereby lose out. Who has the patience to search your site for info? Its not for nothing that Amazon started and to great effect the "one click" concept.

3.The Keyword BidManagement Phase
3a.You have defined keyword sets/groups and for each group you have specified the objectives - CPA, clicks et al. Now you need to monitor your bids closely for all the keywords so that the objectives specified are attained. In a competitive category like travel the bids can change thereby affecting your site's position on the SERP, maybe even 300 times in a day!!! Your site might have been in top position at 10am CST but at 10.30am for the same CPC it might not be there in the top 10!!!! Gosh Keep a round the clock vigil especially for the competitive sectors.

3b. The menace of click frauds - I mentioned in a post in the same forum yesterday that 15% of the budget on an average goes down the drain because of fraudulent clicks. You must have sufficient capability to capture instances of fraud and bring them to SE's notice. Also, you must keep a very close watch over the logs and take immediate action.

Carrying out bid management in a rigorous manner is painful- in competitive industries you have to maintain a 24 hours vigil - no breaks - no off days(the visitor does not recognize off - days ).However, if this stage is carried out meticulously it can result in substantial savings and qualified clicks.

I read this somewhere: about 75-80% of marketers DONOT make a profit using PPC.

Take control over your campaign...its your business!

4. Performance monitoring - Do you know how effective your campaign is? Are u making money? How many additional conversions have you received? How many visitors are visiting your site? What pages on the site are they visiting? How much time they are spending per page? Which links are they clicking ? Whats the conversion ratio - click to sales? what's the cost per lead? Whats the CPA? Are you "in the range" compared to competition?

If you don't, either you are not serious about your marketing... or probably you just don't care...

Get one of the numerous analytics tools available in the market TODAY.

However, this is just the basics - the same process has to be repeated everyday - the campaign optimized based on performance data - set objectives - its trickier in Adwords with the importance given to CTR(relevance).I was discussing this with a Senior Personnel in Google Adwords the other day: one of my advertiser's sites suddenly got a flurry of impressions but no clicks - as a result the CTR went down and as Google listing depends on CTR*CPC , the site went down in listing!!! This was a case of impression fraud

PPC is arguably the most powerful advertising mode available to a marketer today (the average cost per lead is just 45 cents compared to 55cents for emails and $1.2 for yellow pages), however, with increasing competiton and entry of bigger players in the fray , it has become extremely important for the campaigns to be managed well.

Have fun and wish you success with PPC

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Old 10th September 2004, 09:18 AM   #13
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I think PPCPro just got the award for longest post!!!!

PPCPro...truthfully, that was a great, well thought out post and I greatly appreciate it!!!

Shopping for all your needs:
Diversified Showcase, Decorated Diva & Crafters Vision
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Old 10th September 2004, 11:21 PM   #14

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Default PPC for small businesses

Thanks Lisa....

Its just that I returned from an awesome vacation that charged up my writing instincts...

Best wishes

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Old 11th September 2004, 12:08 AM   #15
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PPCPro ~

Where was vacation????? I'm so jealous!!!

Shopping for all your needs:
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Old 11th September 2004, 11:47 PM   #16
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Location: Los Angeles
Posts: 604

Indeed, outstanding, PPCPro. I also benefited from neofelis' posts. What a talent pool!

Although we are not a "small" PPC advertiser, I would like to throw in a couple of cents regarding PPC overall, and some of the things we have learned about it.

Let me say right off the bat that our business (defense law) is an "emergency need" business, which puts it in an interesting category. People don't think, "hmm, maybe I'll get a defense lawyer today", like they might in most retail businesses. Nor do they call us over and over again, like many other service (plumber, etc.) businesses are blessed with. I'm gonna comment, anyway!

So, our campaigns look a little like this: regionally (omaha lawyer) targeted (70%), criminal offense (dui arrest) targeted (20%), and "hot topic" (operation candyman) targeted (10%) terms. Google and Overture, bidding for the top 3. Aggressive competition. We do very well in the algorithm positioning.

In our type of category, we find that people who visit and do business with us pretty much follow the studies we have read when it comes to the purchase process. In analysing our traffic, we see interesting patterns, around which we build our bidding and term strategies.

Just like in "meatspace", people follow a pattern to arrive at their selection. This pattern is highly dependent on their past experience. For us, one of the best ways we can relate to these patterns is to recognize the patterns we use, ourselves when looking for certain items.

Of course, it is not enough to think like ourselves, so we use many of the tools already mentioned here, combined with log analysis and term development algorithms (take a bunch of potential words and mix them together using a program to form lots of variations). The most important of these are the algorithm ("natural"/"organic"/"spider") referrers.

The algorithm referrers show us that people "funnel" into business with us. They start out with broad, expensive terms. At this point, they are looking for information. They move to move targeted terms, still looking for info, deciding between contenders. Finally, they use very targeted terms, like they would in a phone listing search to find their target.

99% of the time, for us, this last hunt provides the profit.

This means we can optimize our pages for the broad, expensive terms, and let the algorithm (free) results educate our customers to who we are.

When it comes down to the final yard, our lists of highly targeted (4-5 words) terms get the purchasing clicks, and we end up paying around a dime for the click that brings in the cash.

The moral is: Don't blow your budget just as you are getting started. Use some of it to get started, try to give yourself the time and an analysis budget to observe your target market, and get a feeling for their search/buy behavior. Get your tracking systems in place. When you have an idea where your money would be best spent, THEN kick into high PPC gear, and make your move. That is the time to commit to the click resources.

Just a couple of cents ...

(Great thread, up 'til now )

James Butler - "Do no weevils"
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Old 13th September 2004, 10:44 AM   #17

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Posts: 15
Default PPC for Small Businesses

Great Observations James. Its all about observing the patterns. The entire world of online marketing moves around that. We have been doing some work for some verticals just trying to detect trends in the keywords people type in to find the sites.Though we are restricted in our research by the amount of data available,still, the patterns that arise are interesting.

Good to hear a law firm followup the "best practices in PPC".

PPC can be interesting..very interesting

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Old 4th December 2004, 10:09 PM   #18

Join Date: Dec 2004
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Default Finding Keywords

I am rather new to all this but what I have been doing to get keywords. It may sound like alot of work but it can be done in less than an hour.

1. Got to the "other guy's" site.
2. Check his keywords.
3. Run them through the Search Engins.
4. Note the top 3 or 5 sites.
5. Check their keywords.

In one case I came up with 11 sites that ranked in the top 5 of 4 different SE's and over 100 different words. I just picked the most used.

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