Video 8 – Setting Up the Adwords Campaign

Adwords Campaign Goal

• Test this “campaign” as quickly, easily and cheaply as possible
• Pick only enough of the top keywords to get us 200-500 clicks per day
• Start small, add keywords to get traffic
• You want to see if this combination even converts at all!

Adwords Campaign Goal

• Each keyword into its own adgroup
• Each adgroup will run two ads
• Bid on all three match types
• Detailed conversion tracking

A Word About Ads

• Follow the story – Our goal is to make sales, not drive traffic!!!
• Speak to the buying experience
• Organize by themes

More About Ads

• Repeat keyword phrase in the ad
• Dynamic insertion doesn’t work for QS (although with SpeedPPC it does)
• Put keyword phrase in front of display URL : KeyWord.DisplayURL.com
• Capitalization
• Use ?, TM symbol, %, numbers, -
• Don’t continue a thought from 1 line to the next

More About Ads

• Emotional response words: free, cheap, sale, special offer, time limited offer,
• tricks, you, tips, enhance, discover, fact, learn, at last, free shipping, now
• Look at the competition, most just repeat the keyword as the headline

A Word About Bidding

• Set broad match to bid you identified during keyword research
• Sanity check Google’s numbers
• Advanced bidding strategies – Bid high, then reduce over time
• Set exact and phrase matches to 2x the bid identified during keyword research, set broad to .5-1x

A Word About Bidding

• BUDGET for these tests so you’re not tempted to just bail
• I usually like to budget $500 / opportunity
• My “rules” will be documented in Video 9 – Managing the Campaigns During the Test

A Word About Campaign Settings

• Daily budget
• Show ads as quickly as possible
• Rotate evenly
• No content network
• Countries – US, CA, AUS, UK

Tracking

• Unique URL for each keyword
• Passes a TID to Clickbank with the keyword and match type – Discussed in Video 7, 9, and 11
• Remember to always check the affiliate resource page – some publishers will allow you to pass Google conversion information.
• You can also contact them to ask!

Here’s where the tires meets the road as the saying goes, you get to set up your AdWords campaigns. Setting up Adwords campaigns could be a bit confusing and a bit technical for beginners.  Just watch it a few times to get the idea.

In fact, the point he makes about “making the sale, not getting tons of traffic” is probably the most significant lesson you’ll learn in the Adwords campaign creation.

I wished he could have covered some other PPC advertisers, such as Yahoo and MSN, and not just Google Adwords, although Google Adwords is probably best PPC program.

Anyway, the methods taught in this section are solid and well teach you how to run effective Adwords campaigns.

If you have studied other PPC courses, then you probably already know everything you need to know about creating PPC ads. However, if you have not been making any money then this is a great section that covers the essentials of PPC campaigns and ads.

If you follow Steve’s method, then you will save a lot of money and significantly improve your PPC campaign success.