One Keyword for Your Entire PPC Campaign

| Posted: 08-05-2008 | Comments: 0 | Views: 3 | Rating: (50)

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After reading several eBooks on AdWords, listening to the “Google AdWords Professionals”, and hiring ad agencies to run my AdWords account, I found these “experts” were using a predictable and flawed approach to AdWords Campaign set-up. Many will advise you to create a list of hundreds or thousands of keywords, group them together by likeness into several AdGroups, and place them under a handful of major Campaign categories. One company that I hired created over 18,000 keywords for me and achieved terrible results. I believe this traditional approach to setting up AdWords Campaigns is laborious, wasteful, and unfocused. With my proven methodologies, you can reduce your costs, increase your click-through rates, and drive more traffic to your website while spending less time managing your AdWords Campaigns. In fact, I am so confident with my approach, that even today, I am able to get 200-300 clicks per day and run one of my businesses from a single keyword! (It doesn’t get much better than that).

So how do I do it? Here’s how.

Keyword Selection – If you haven’t done so already, I suggest that you develop a starting list of 25-50 keywords for your business. Use Google Keyword Tool and Google Suggest (found under the Google Labs section) to compare popularity and relevancy. These keywords should be included in your current or future website and define the value proposition of your business in the eyes of your customer. Put yourself in the customers’ shoes when developing this list and ask yourself, “What would I type into a search engine if I wanted to buy something from my company?” Place your keywords into the Google search engine and see if you find your competitors. If you do, then you’re on the right path. Review your list and go to the root of a word whenever possible. For instance, if you sell “china dolls”, I would test the keywords, “doll” and “dolls”. Though this may seem too broad and you may be concerned about a high expense, you can just place “china doll” or “china dolls” in the headline and body text of your Google Ad to ward off anyone looking for a “Barbie”.

Ad Group Set-Up – This is one of the most critical “UnPublished Secrets” about AdWords. When setting up your Campaigns, only use one keyword under one Ad Group per each Campaign. Let me repeat – one Keyword per one Ad Group per one Campaign. Place that one keyword as keyword = broad match, [keyword] = exact match, and "keyword" = phrase match. This gives each Campaign an extremely high relevancy factor in the eyes of Google and does not dilute your Campaigns with multiple keywords.

Finally, I recommend that you start by testing up to 30 keywords across 30 Campaigns. Place your bids high and lower or raise the cost of each Campaign by $.05 each day until you’ve optimized each keyword cost. Statistically speaking, once you reach 30 clicks on a particular Campaign, you can determine, with a 95% confidence level, whether or not to replace a keyword. Swap out any underperforming keywords that are not converting well and those whose cost per conversion is too high to generate any profits.

Using these “UnPublished Secrets”, you can focus on a handful of keywords and eventually test your way to success. In my business, I tested over 100 keywords before I realized that 6-7 keywords were converting the best. Even better, I found a single keyword bringing in 75% of my business. Talk about a time saver. Now, that my friends, is another holy grail for AdWords advertisers.

About the Author: With over 20 years of experience in direct marketing, database analysis and pay-per-click advertising, John Pfeiffer helps small business owners succeed with Google AdWords, Yahoo! Search Marketing, and Microsoft's adCenter. As a Google AdWords Professional, he is also the author of numerous articles and books on PPC advertising and search engine marketing. John can be reached at http://www.PPCforSmallBiz.com

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About the Author: With over 20 years of experience in direct marketing, database analysis and pay-per-click advertising, John Pfeiffer helps small business owners succeed with Google AdWords, Yahoo! Search Marketing, and Microsoft's adCenter. As a Google AdWords Professional, he is also the author of numerous articles and books on PPC advertising and search engine marketing. John can be reached at http://www.PPCforSmallBiz.com

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One Keyword for Your Entire PPC Campaign

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