PPC Training

Dear Friend,

If you are here then you are obviously interested in either starting your first Pay Per Click (PPC) Campaign or you are interested in researching ideas to help you fine tune your current PPC and maximize conversions.

Am I right?

If you would like to read about how to start a WordPress website, please click here. If you would like some extra training on PPC campaigns, please click here to go to Wealthy Affiliate.

In the Search Engine Pay Per Click (PPC) world there are lots and lots and lots of different search engines that you can choose from.

The top two at the moment are

Google Adwords, which are run via Google.

Google currently performs around 2 Trillion (yes Trillion) searcher per year and controls around 75% of the search results in America. This makes them #1 for Search Engines Worldwide.

Source: Expanded Ramblings

Bing and Yahoo (who have combined) and are run via Microsoft.

Bing currently has around 19% of the search engine market in America.

Bing also powers Yahoo searches. Yahoo comes in at around 10% search engine queries. This gives Microsoft Adwords access to around 29% of all searches performed in English-speaking countries.

Source: Quora

I am sure you would agree – THIS IS A HUGE MARKET REACH.

Of the two market leaders in this space, I will focus the article on Bing / Yahoo Adwords which is run by Microsoft Adwords. The reason for this is that many people consider Bing is little easier for first time users to set up and run with.

The second reason is that Google and Microsoft have built a bridge between the two advertising networks and you can now import / expert existing campaigns across both networks quickly and easily.

The main advantage here is that if you find one campaign that is working well for Bing, you can easily mirror this campaign over at Google without having to rebuild everything from the ground up. This is a great time saver and can get your business off and running successfully very quickly and easily.

Common mistakes with PPC advertising

Problem #1 Mistake People Make with PPC Advertising.

Many people when they first start building out a PPC advertising campaign make the mistake of selecting one overall keyword or topic that they want to target and then create a MASSIVE campaign list of every corresponding keyword that even remotely relates to that overall keyword.

The thinking here is that “more keywords = more traffic = more sales”.

Some of these campaign keyword lists could have 20, 30 or even 40 keywords underneath them.

Does this sound familiar to you?

It does for me, because that’s exactly what I did for my very first Bing Adwords campaign. The word I chose was “Wealthy Affiliate” and within that campaign keyword I actually went through and selected around 35 keywords / phrases that contained the words “Wealthy Affiliate”.

Do you know what happened……. NOTHING. That’s right. This campaign did not work at all.

It failed on two levels.

#1 I did not get any impressions, so I did not get any traffic.

#2 because I didn’t get any traffic, then I did not get any conversions.

So the final result was… ZERO.

But I was not discouraged. I view every situation as a learning opportunity, so I took the lessons learnt in this exercise and kept going.

Solution #1 Way To Fix The Campaign Keyword Grouping Error

The #1 way to fix the problem of having too many keywords grouped under the one master campaign keyword is to limit the number of keyword per campaign to only 5-10, with 5 being better than 10.

The greatest positive outcome to come from this is, by having such a narrow keyword focus, you skyrocket the level of your campaign keyword RELEVANCE.

The #1 key to success with PPC advertising is to have a

1) RELEVANT headline,

2) with a RELEVANT landing page

3) followed by a RELEVANT sales page.

Hot Tip - Use your SEO Keyword Selection Tool to Help You Choose Your PPC Campaign Keywords

When you have a keyword that you think will be suitable as a campaign keyword, why don’t you run it past your SEO Keyword Selection Tool and see how that keyword is performing with major Search Engines?

An example would be with the campaign keyword “Wealthy Affiliate”

There are different answers coming back for the SEO keyword search term “Wealthy Affiliate”.

For example, some search query results we get are…

1) Wealthy Affiliate

2) Wealthy Affiliate Review

3) Wealthy Affiliate University

4) Wealthy Affiliate Scam and many others.

Do you agree that these x4 different answers could result in x4 different blog post topics?

What this means for PPC advertising campaigns is that is REALLY hard to write ONE AD that would cover ALL of these very different needs that people are looking for.

If you attempted it, your Ad would be so broad that you simply would not meet the needs of 10, 20, 30 or even 40 different search terms.

Wouldn’t you agree?

A much better way would be to select ONE of these master topics and then create an Ad group based on that need only. For this example I will select the keyword topic “Wealthy Affiliate Review” and create keyword campaign groupings from there.

Hot Tip #2 - See What Your Competitors Are Doing.

All successful bloggers dream of getting that lucrative Page #1, spot #1 ranked position on a major search engine and this should be your goal as well.

A PPC advertising campaign can help you reach this goal because it brings in extra traffic to your website and the extra traffic makes you more interesting to search engines.

So, once you have picked a potential keyword based on your SEO Keyword Selection tool, now you can take that keyword and run it through your preferred major search engine. This is the best way of knowing what your competition are doing in this space.

So if we take the keyword term “Wealthy Affiliate Review” and type it in, I can see that there are 1.9 million results for this query and I can see that there are currently 12 paid PPC campaigns running on page #1 of my search engine.

Now I can take my time and look at the sorts of keywords that people are using to attract visitors to their website. I can also see what words the FREE sites are using to rank on page #1.

All of this market intelligence is really important to me because I want to attract the most number of visitors to my site as quickly as I can, and for as little cost as I can get away with.

Why don’t you take a minute and check and see what your competition are doing?

Hot Tip #3 - Be Unique With Your Ad Title

We all want to stand out from the crowd and get our Ad’s noticed so that our customers will click on our Ad and come over and visit our website right?

Well a major advantage of taking a moment to check out the competition is that now you can see what keywords in the title are working well for your competition and get a feel for what extra words you need to include in order to help your Ad stand out, get noticed and hopefully get more clicks.

So you have two equal goals…

1) Stand out

2) Be targeted (it’s your best way to get conversions)

Here’s an idea to play around with.

Sometimes it is more powerful NOT to use your chosen keyword in the title. It almost sounds crazy right?

Well, if EVERYONE else has those same keywords in the title, then if you put something else that is REALLY engaging or unique to you in the title instead – then you have a much higher chance of catching your readers eye….. and if you want them to click on your Ad, then remember step 1 is to get noticed.

So a really good idea to play around with it to have an eye-catching title followed by your SEO Keyword immediately below that in the “Ad Text box”.

What Bid Price Should I Set?

Personally, I like to set my initial Ad bid’s around the 25-50 cent mark. This was I can figure out how many impressions I get and how many clicks I can expect to get over the course of a longer campaign.

There is a tool that is part of Bing Adwords which is called

Bonus Tip

You can also increase and decrease your ad bid price depending on such things as location, gender and age.

Bonus, Bonus Tip

When I am setting what search results I would like to include, I tick the box that says Bing and Yahoo search results only. The affiliate network is just to broad / to many unknown influences at play, so I don’t do that.

Play around with the settings and see what your perfect combination looks like.

Want More Detailed Training?

If you would like more detailed training on this important topic, please click here to go to Wealthy Affiliate’s PPC training.

A Quick Word On Broad, Exact or Phrase Keywords

When you set up your campaign, you will be asked if you are looking for a BROAD, EXACT or a PHRASE keyword.

The different is:

If you select BROAD then whenever someone types in any query that contains your keywords they your Ad will show. An example would be “Wealthy Affiliate” (2 words) with a Broad search query selected so that if someone were to type in “Does Wealthy Affiliate Operate In My Country XYZ” (8 words), your ad will show.

Sometimes you want this to happen and sometimes the search query is just to broad and it doesn’t work for RELEVANCE. Remember you pay for each click with PPC so if you don’t think the person’s search query is a match for your answer, then don’t select Broad match because you are simply wasting your money and your client’s time.

A better approach would be to select EXACT.

With an EXACT match a person has to type in something that is an EXACT match for what you have selected. In the example above of Wealthy Affiliate (2 words), the advertisement will not display when the search query is “Does Wealthy Affiliate Operate in My Country XYZ” (8 words) because the query is too long (8 words) and it is not an exact match for the 2 word search term that be are prepared to pay for.

What does PHRASE mean?

The option PHRASE match is designed to be more flexible than exact match, but more specific than broad match. How it works is that you select your keyword, for example “Wealthy Affiliate Review” and put quotation marks around it like this “Wealthy Affiliate Review”. Now if anyone was to type in any of the options shown in the SEO Keyword results page which included the words “Wealthy Affiliate Review” your ad would show up. If someone was to type in any other sentence using the words Wealthy and Affiliate, then your ad would NOT show up.

Claim Your Free Searches Now

Skyrocket Your Results And Leap Frog Over Your Competitors Today.

See How A SEO Keyword Tool Can Turbo Charge Your Results NOW!

The best part about the SEO Keyword Tool – Jaaxy, is that is part of your Wealthy Affiliate Membership.

That’s right this great product is FREE for members’ of Wealthy Affiliate. Being a member of Wealthy Affiliate means that you also get to use a whole heap of other great time saving tools like Jaaxy the SEO Keyword Research tool, 24 / 7 web hosting, live technical support and some of the best internet training that you can find anywhere online.

The product training around PPC combined with a FREE SEO Keyword tool is just one more reason why you should take a look at Wealthy Affiliate and see if you can learn anything that will help take your online business to the next level.

Please click this link to go to Wealthy Affiliate and I will be in the members’ area waiting to personally welcome you as soon as you become a member.

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Want More Detailed Training?

If you would like more detailed training on this important topic, please click here to go to Wealthy Affiliate’s PPC training.

14 thoughts on “PPC Training”

  1. Hi there Glenys,

    Thank you kindly for creating and sharing this training with us all, it is appreciated, absolutely so!.

    Having just got started with Bing and doing, hmm lets say I can optimise my ads and keyword selection much better and be more targeted as well as getting more value out of my clicks (i.e email signups).

    Do you have a tutorial on conversion tracking – particularly with bing?

    1. Hi Derek

      Thank you for stopping by today and for sharing your thoughts with us.

      Well done on taking the plunge and starting out a PPC campaign with Bing.  I am proud of you because this milestone shows genuine career growth for you and your business.

      Well done on having clear goals and using Bing to help you optimize your ads and keywords.  There are great skills that will also help with your SEO keyword selection as well.

      Thank you for the suggestion of creating a tutorial on conversation tracking – especially in Bing.

      I have not created one yet.  I think I should get busy and start creating one.

      Thanks for the great idea and for visiting us today.

      If you are looking for extra affiliate programs to join in the insurance or travel space, please feel free to take a look at this article http://www.extramoneyafter50.com/best...

  2. Glenys,
    PPC Training is a great way to earn extra money! I have not tried this yet and think that possibly I am going to put your suggestions to work for myself. I would like to know however if you always go for the strongest keyword or perhaps is it best to use one of the spin-offs? Being an affiliate marketer at this time I am only using organic traffic for my website do you by chance have any advice on this?
    Susan

    1. Hi Susan,

      Thank you for visiting my site, I really appreciate that. Thank you also for sharing your knowledge and experience with us, together we all grow and learn faster.

      PPC is a great way to both make and lose money really fast.

      When I use PPC I am using it with a clear purpose of BUYING traffic I would not otherwise have gotten.  As a result of this I want to go after the MOST searched terms and leave the uncommon / infrequently searched terms for my SEO strategy.

      Ironically when I first started out using PPC, I tried to buy these low search term keywords under PPC and they said they were not searched often enough so I was rejected.

      Keep going with the organic SEO strategy until you can figure out WHY your target market is coming to your site and WHAT keywords are attracting them and WHICH keywords are your buying terms.

      Once you know this, then you can see about doing a PPC campaign to really scale up.

      So in short…. you are going great. Just keep doing what you are doing for now.

      Thanks again for stopping by and for sharing your knowledge and experience with us today, I really appreciate that. 

      Together we all grow and learn faster. If you are looking for ways to help improve your website rankings, please click here Top #3 Ideas of How To Improve Your Website Ranking

  3. Hello,

    Even though I am not over 50, I am very interested in making extra money to support my college education.

    Your suggestions are very helpful, so I will use them in my daily site making activity. Can you explain more the sentence that ”Some of these campaign keyword lists could have 20, 30 or even 40 keywords underneath them.”

    Thank you!

    1. Hi Stavros,

      Thank you for stopping by and for sharing some of your knowledge and experience with us today. I really appreciate that. I also like the fact that you are looking at extra $$ to help you out with your college education expenses. That is very wise of you.

      When it comes to SEO Keywords you will have a “strong” or a main keyword in mind, then underneath that there will be small variations of the keyword that other people are typing into the search engine query box.

      In PPC you could be targeting the “main” or the “strong” keyword, but you automatically be allocated to be displayed when people type in some of the “weaker” or less frequent keywords.

      An example of this is if you were to type in the word “iPhone” into your search browser.

      I can tell by using my SEO Keyword Tool – Jaaxy, that 2,345,765 per month are searching for this VERY popular term.  I can also see that there are around 40 different keyword spin off entries for things like “new iphone” or “iPhone case”.  In a PPC campaign I will automatically appear in some of these “spin off keywords” simply because you can’t buy the low traffic PPC keywords (I have tried in several niches and I just can’t buy them – perhaps you will find a way to do it).

      I hope that that helps you out.

      If you are looking for ways to help improve your website rankings, please click here Top #3 Ideas of How To Improve Your Website Ranking

  4. Its really hard to come up with the right set of keywords. All it takes is adding a “the” or “an” to switch up a keyword completely and have a completely different set of queries. But you are right, less is more and it is better to have 5 more relevant keywords rather than 10 sorta-kinda keywords.

    1. Hi Sophia

      thank you for stopping by today and for sharing some of your knowledge and experience with us. I really appreciate that.  Thank you for sharing some of your SEO experience with us.  You are right sometimes a tiny change such as adding a “s” some other small change can totally change the SEO rankings of your post.

      With PPC it is best to stay focussed and really drill down on something specific.

      Thanks again for stopping by.  If you are looking for help to improve your website rankings, please click here Top #3 Ideas of How To Improve Your Website Ranking

  5. I’m sure I will need this information in the future. Well written and understandable. I’m still in the low ranking on google, so there’s still a lot of learning.

    1. Hi Patti,
      Thank you for stopping by and for sharing some of your knowledge and experience with us today, I really appreciate that. Well done on getting your website up and running. We all have to start somewhere. Well done also for realising that this is a learning PROCESS and each step is a milestone to be celebrated. I wish you every success. If you are looking for some extra tips on how to improve your website rankings, please click here

  6. I’ve always liked the idea of attracting more visitors to my blog through paid means, but I’m terrified I’d get it wrong and waste money!

    When you first started out with PPC – what was your daily budget on it?

    As a learning slope how much did it cost you per day?

    On top of that, what keyword tool did you use to create your advert box?

    As I said – it sounds like a great way to get new people to my blog…but also an expensive mistake!

    1. Hi Chris,

      Thank you for dropping by today and for sharing your knowledge and experience with us. Together we all grow and learn faster.

      I agree with you! When I first started out I too was scared of burning through a HEAP of cash really quickly with nothing to show for it.

      How I got started was that I made a decision to “bit the bullet” and give it a go.  

      I did a search over the internet on “Bing Adword Vouchers” and then I picked on based on a country / currency that I liked.

      Then I put $25 down via pre-paid to open up the account (making sure that “non-recurring fee” was clicked so I don’t get auto top up’s on the account).

      I set my daily limit @ $20 per day.

      I used Jaaxy to select the keywords that I wanted to target – Bing also recommends keywords for you (they want you to buy PPC credits after all).

      I have around 50 campaigns running at the moment and my daily spend is still under $20 per day.  I am learning, so this pace suits me quite well.

      Thanks for stopping by and for asking your questions.  If you are looking for ways to help improve your website ranking, please click here Top #3 Ideas of How To Improve Your Website Ranking

  7. Thanks for posting this article it is great to know how to use specific words in a PPC campaign and saving all of us from making the same mistakes. I really have been considering doing a PPC campaign but afraid of loosing money with no return. Is it cheaper to use the Bing/Yahoo for a PPC program? Thinking about a PPC campaign, I am really stepping out of my comfort zone so trying to understand the best options before starting this adventure.

    1. Hi Dena,
      Thanks for dropping by today, I really appreciate that. Thank you also for sharing some of your knowledge and experience with us. Together we all learn and grow faster.
      A website owner who is hoping for more traffic (and therefore sales) sooner can either create content and wait (usually called the SEO method) or they can pay for a Pay Per Click (PPC) campaign to help try and skyrocket their sales sooner.
      I am glad to hear that you have been considering doing a PPC campaign – good on you. If you can focus down on any exact keywords that will help you, then you should be able to write a great post / with a targeting headline / with a targeted ad. This should help you convert more so that you don’t lose money.
      Give it a go… I would love to hear your results.
      Thanks for stopping by today.
      If you need help on how to get your website to rank faster, please click here

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