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Author Topic: Setting up a PPC campaign.
Alwyn
Pro
Posts: 282
Post Setting up a PPC campaign.
on: January 10, 2012, 06:03

HNY Moe,

Here are the steps as you had described before :

(a) A person searches on Bing for “___ treatment”
(b) They see my ad, then click on it (I get a 2% – 5% clickthrough rate on my ads)
(c) When they click on my ad, they’re taken to a page that offers them a free e-course, and asks them to provide their first name and email address
(d) Once they enter their name/email address and click “Submit” they’re taken to my sales page
(e) On average, 2% – 3% of people will buy my ebook right away.
(f) I then follow up with those people via my autoresponder series

You can only use Bing for this tactic these days – Google is banning accounts that try to use an email opt-in page as a landing page.

I like this plan a lot. Today I want to know how much I should spend on this endeavor? Is there a way to quickly determine a spend limit? My eBook is priced at $47 beans. At what point do you stop the campaign? I vaguely remember seeing some examples of PPC ads that you had provided back when I was running the survey ad. What was that link again? I tried looking in the forum but came up stumped.

Is the procedure the same as outlined in video, Module #7f: How to Set Up a Pay Per Click Campaign?

Thanks, Alwyn

mmuise
Administrator
Posts: 387
Post Re: Setting up a PPC campaign.
on: January 10, 2012, 14:40

Hi Alwyn – I think it’s best if you watch the video for Module #7f, then let me know the questions you have that weren’t answered in the video.

Moe

Alwyn
Pro
Posts: 282
Post Re: Setting up a PPC campaign.
on: January 11, 2012, 02:00

OK, will do. I have been locked out of my Microsoft adCenter account so will get to this in a few days.

Alwyn

Alwyn
Pro
Posts: 282
Post Re: Setting up a PPC campaign.
on: April 6, 2012, 05:38

Evening Moe,

When we are setting up our PPC campaign to send traffic to our salespage using the steps a-f above, do we follow the same steps as when preparing for the survey set up as outlined in the videos? Are there any changes that we would have to make?

Starting with the video, “Module #7a: Building a Seed List of Keywords”, you show us how to create a seed list of keywords. With the big list that is created you then group the keywords using the Niche Sherpa Keyword Tool. This step is covered in the video, “Module #7b: Keyword Organization”.

And with this process, in video #7a of building the list, how big is too big? My niche is very popular with lots of different search terms, like, cure, treatment, prevent etc. Each “qualifier” + niche word garners a list of over 300 keywords when put into the Google Keyword Tool so I could get a massive list. Would this help with my PPC campaign to have a massive list made of not just one qualifier, like ‘cure’?

I’ve got about 950 keywords (fairly targeted to my niche) so far, is that enough? Can easily get more.

What is the reason why you want to get a broad list of keywords? Is it because then you will have more long tail keywords on your list? And the advantage of this is then your advertising costs go down and you have a better chance of finding an under served keyword?

I can see the advantage of having long tail keywords for SEO but for PPC it’s a bit different. To me the best keyword for PPC would one that is as close as possible to your domain name and have buyer intent in it.

In the video, “Module #7f: How to Set Up a Pay Per Click Campaign” where you show us how to create our ad, how do we do the “Create text ad” part, like Ad Title and Ad Text(this will be different than the survey)?

Thanks a bunch, Alwyn

mmuise
Administrator
Posts: 387
Post Re: Setting up a PPC campaign.
on: April 7, 2012, 16:42

Hi Alwyn,

– Yes, you follow the same steps as preparing for the survey

– With a keyword list, bigger is not better – targeted is. You should be using keywords that imply intent to solve a problem (e.g. “cure”, “treatment”, “remedy”, etc.)

– Having said the above, you MIGHT want to start with a broader list of keywords – simply because you don’t know which keywords will convert for you. A generic keyword (like “acne”) might convert – but in my experience that’s unlikely.

– “To me the best keyword for PPC would one that is as close as possible to your domain name and have buyer intent in it.

Precisely.

– Regarding how to create ad text, there’s a lot to learn, and finding the right text requires testing. A good place to start learning about writing copy is here:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=1704392

Moe

Alwyn
Pro
Posts: 282
Post Re: Setting up a PPC campaign.
on: April 8, 2012, 03:35

Hey Moe,

OK, same as survey.

Targeted keywords are best but also go broad to keep your options open.

I will check out that link, thanks.

Regards, Alwyn

Alwyn
Pro
Posts: 282
Post Re: Setting up a PPC campaign.
on: April 10, 2012, 05:30

Good evening Moe,

When someone clicks on our ad they are sent to a page that offers them a free eCourse and asks to provide their first name and email address. How do we set this up? Should this page have Adsense ads on it? Or just a plain page? Is this initial page that they are sent to our actual sales page and the opt-in box is just a pop-up that hovers over it? And they can’t proceed until they put in their details?

Once they put in their details (to get on the list) they are taken to the sales page. Can I use the same sales page as the one I use for Clickbank? Should it be a dedicated sales page with no Adsense ads?

Merci, Alwyn

mmuise
Administrator
Posts: 387
Post Re: Setting up a PPC campaign.
on: April 10, 2012, 14:32

Hi Alwyn – answers to your questions:

“Should this page have Adsense ads on it? Or just a plain page?”

It definitely should not have Adsense ads on it. It should just be a plain page, with these elements:

– Headline
– Bullet points with benefits (i.e. why theu should sign up for the free ecourse or report)
– Email opt-in box (one for first name, another for email address)
– Call-to-action button (orange color, with the text “Get My Free E-Course!”, or something to that affect)

Note that you’ll have to test different designs to see which results in the highest email opt-ins.

“Is this initial page that they are sent to our actual sales page and the opt-in box is just a pop-up that hovers over it?”

No – the initial page is the email opt-in page. Once the person enters their email address and clicks the button to submit it, then they’re taken to your sales page (you can set up a redirect in aweber to do that)

“Can I use the same sales page as the one I use for Clickbank? Should it be a dedicated sales page with no Adsense ads?”

Yes, you can use the same sales page as the one you use for Clickbank (that’s what I do). As with the email opt-in page, you shouldn’t have Adsense on your sales page. On both of those pages, you want to focus the visitor’s mind on a single action, whether it be to submit their email address or buy your ebook.

Moe

Alwyn
Pro
Posts: 282
Post Re: Setting up a PPC campaign.
on: April 11, 2012, 06:02

OK, Moe, I will look this over.

Thanks so much-ski, The Alwyn

mmuise
Administrator
Posts: 387
Post Re: Setting up a PPC campaign.
on: April 22, 2012, 17:59

Hi Alwyn,

“If they MUST input their name and email in the form before getting to the sales page, is the reasoning for doing this so that you have a better chance of getting a sale? Do you set it up like this because as you have said in the past about one of the six types of persuasion, commitment and consistency – whereby if they bother to input their personal details in the form then they will feel compelled to finish the deed by buying something on the sales page?”

Exactly.

“With the ad text on Bing, is it best to make it clear that you are sending them to a sales page with the intent to sell something to them? Or would the best strategy be to say something like: “Get FREE report on X condition!” not mentioning anything about selling them something. Then when they end up on the sales page they might be a bit surprised/put off by the sales letter? Or doesn’t this matter? What has worked best for you?”

The best strategy is the latter, i.e. “Get FREE report on X condition!”.

When they end up on the sales page they won’t be put off by the sales letter, because they just signed up for a report on X condition. They’ll either ignore the page, or buy.

As I’ve mentioned before, this is the method that’s worked best for me. I would never send paid traffic directly to a sales page, because most people need to warm up to a person/product/company before making a purchase. That’s the point of getting their email address and sending them autoresponder messages.

“Rob Cornish advises against PPC ads. He thinks there are better paid traffic strategies, like solo ads (whatever they are). You on the other hand are gung-ho over PPC ads. Why the difference in opinion here?”

You need to try out different paid traffic strategies to see which one converts best for your product. PPC might be profitable for me, but not work for someone else. I’ve only tried PPC, but am in the process of looking into solo ads (which are ads in email newsletters), the purchase of banner space on individual websites, and other tactics.

Moe

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