Understanding How The Flow Of PPC Works
Understanding how the flow of PPC works
The flow of relevance between the components of your campaign is important. This is the point where people either confuse the process or get too “stuck” in the process.
The first thing you need to understand is that there is a PERSON on the other side of every click. If you forget that you are marketing to someone and treat it like a process, then you are going to have a tough time selling anything.
At the same time you need to understand the process. You need a solid flow of relevance throughout your entire campaign, starting with the keyword, and ending with your landing page or website.
One of the most common questions new marketers ask is, “what niche is the most successful?” The truth of the matter is not the “niche” itself, but rather the understanding you have of the customer in that niche and the relevance of keywords you select to target that audience with.
So, regardless of the industry you enter, whether it is remote control cars, weight loss, make money, or baby sign language training, the real success of your campaign is determined by how relevant you are to the niche and the overall flow, rather than the actual niche you select. Any niche can earn you great money if you understand it.
Let’s start out with the keywords.
The first step is to find some keywords for the niche that you have chosen to promote within.
A keyword is only good if it is relevant to the landing page and product that you are promoting. You can always create pages to fill these voids, but a keyword will be far less effective if you don’t create the flow right through your landing page. If the keyword does not fit this criteria, Google will punish you by giving you a higher click price and lowering the position of your ads (quality score) and in fact, may suspend you if your landing page is not relevant. (That took my a while to figure out)
Keyword relevance takes away risk as well. If the keyword does not match the product or the audience you are promoting to, you will also be risking your money.
Keywords allow us to target very specific audiences in search engines and social networks. The great thing about PPC is that you can choose the exact keywords that you want to promote under and this control allows you to create quality campaigns. You can also remove keywords that are your low performers.
For example, a Google surfer types in the keyword “house train poodle”, you may choose to promote a product such as a dog training guide or service (there are many out there), emphasizing “house training poodles” on your landing page. This relevance to the exact search term will lead to conversions!
It just so happens that this and many other search terms have very limited competition in Google (QSR). Here are the results I got when using Jaaxy.
Jaaxy is my chose of Keyword Search Tool to learn more read my training on Jaaxy here.
You do not need your own product. You can sign-up to one of the many affiliate programs out there that would allow you to promote a variety of products relating to poodles, from instructional manuals, to grooming coupons, to food.
I am going to elaborate on how to find and group keywords. These should be considered at the core of your campaign creation activities.
Find Keywords & Generate Quality Ad Groups
A group of keywords, also referred to as an ad group, carries a very high level of importance when creating a successful PPC campaign.
Reason being, the more closely your keywords are related within a keyword, the easier it is to write a super relevant ad, and the easier it is to create a page that is relevant to all the keywords within the group. Google and Yahoo favor well created ad groups, so pay attention here!
Common Keyword Technique
Relevant grouping is also known as the Common Keyword Technique. This is exactly as it sounds, the grouping of common keywords to make up a tightly knit campaign.
When doing your keyword research, you need to understand what a common keyword is and what one is not.
Not Common Keywords
- poodle puppy training
- beagle puppy training
- house training poodle
- toys for poodles
- how to puppy train a poodle
- poodle puppy training
- puppy train poodle
- training poodle puppy
See how these all contain variations of “poodle, puppy and training”. These are all very relevant. This will allow you to create a very targeted ad, and have a targeted landing page geared towards poodle puppy training. This is what I call a nicely grouped set of keywords.
Properly Naming Your Ad Groups
When you set up an ad group, you need to name it with a name that will clearly identify it for you further down the road. Imagine when you have 100 ad groups in your campaign, naming them “Ad group 1, Ad group 2″…this will confuse the heck out of you. Instead name them so they are relevant to the keyword within them (ex. poodle puppy training).
Your ad group should contain between 1-10 keywords. The reason for this is that having an ad group with 10 or fewer keywords will allow you to create more targeted ads. More relevant ads, meaning higher click-through ratio (CTR). CTR is the ratio between the amount of times your ad is displayed (impressions) and the amount of times it is clicked (clicks). The higher your CTR, the better your ad is performing and the less you will pay per click & better your ad positioning will be.
So how do you find keywords to put in your ad group? You group keywords together according to “common” words. As demonstrated above in the Common Keyword Technique.