Module 15 Pay Per Click - SFIGO2019/07/15 · Module 15 - Pay-Per-Click 3 Let‟s begin by...

Module 15 - Pay-Per-Click

1

Module 15 – Pay Per Click

Important Learning Advisory:

To experience better learning, it is recommended that you print and follow this transcript

while listening to the MP3 audio. There is ample space at the bottom of every page for

you to write your own notes and jolt down ideas. Happy learning!


2

Hello and welcome to Pay Per Click. In this course, you will learn how to get laser

targeted traffic to your website. This means that you will be able to generate the exact

kind of traffic that you want to achieve whether you want to have buyers, shoppers or

information seekers coming to your website.


3

Let‟s begin by explaining what PPC is all about. While there are numerous ways to

generate traffic, the fastest way to get results is PPC. PPC simply stands for „Pay Per

Click‟ and it is a traffic generation method, which is paid for. However, there is no fixed

cost to have your ad placed, as your cost depends on how many people „click‟ on your

ad.

PPC might be intimidating as it a traffic generation method, which requires money to be

spent. However, PPC is also a science. This means that risk can be calculated and you

can measure whether the traffic that you‟ll be investing will be worthwhile or not.


4

Now let‟s take a look at an example to see what a Pay Per Click advertisement would

look like. If you go over to the Google search engine and type in the keyword, “Make

Money Online”, Google will return two types of results. The results on the left column

below the yellow zone are known as organic search results. Organic search results are

displayed for free and normally are a consequence of search engine optimization.

Whereas search results on the yellow zone and right hand column, these are sponsored

links. These are Pay-Per-Click ads and are only charged to the advertiser each time a

user clicks on the ad. How much this would cost depends on how much the advertisers

bid on the term that the surfer typed into the Google search bar as well as other factors,

which will be discussed throughout this course.


5

We are going to talk very briefly about what is Google Adwords and why it is the best

advertising network to run your ads for your business.

Google has been winning more web users over the years. Today, Google is the No.1

most used search engine on the Internet. Google receives hundreds of millions search

queries on a daily basis.

With no doubt, they are the most powerful advertising network on the Internet and most

Internet marketer‟s preferred network to run their ads on. Why this is so is because

Google Adwords Cost Per Click pricing are easy to control cost. No matter what your

budget is, Google only charges your ad when a person clicks on your ad.


6

Adwords ads are also displayed when a surfer query specific keywords. This means that

you‟ll be advertising to an audience who are already interested in what you‟d be able to

offer. As a result, you will get highly targeted and quality traffic for your websites.

PPC networks are places that you may choose to have your ad placed or shown. There

are 3 main types of PPC networks:

1. Search Network

2. Partner Network

3. Content Network


7

Search Networks are search engine networks like Google Adwords, Yahoo Search

Marketing and MSN.

Partner Networks are made up of Google Partners which are normally large website

directories. Some examples are Ezine Articles, About.com and Lycos.

Content Networks are websites or a collection of websites that provide information in

various forms such as articles, audios, videos, etc. Some examples include sites like

blogs, squidoo lenses or even independent web sites.

Pay-Per-Click works by starting with an advertiser bidding an ad space with specific


8

search terms from Google. Each time a web user makes a search query, which contains

your keyword, Google will then show your ad for the specific keyword you bid for.

However no charges will be incurred to you for having your ad shown. You will then only

be charged each time someone clicks on your ad.

Given an example for the niche, „Dating for Men‟. You would want to advertise and bid

on search terms such as: „seduce woman‟, „attract woman‟, „how to talk to girls‟ and

„how to flirt with women‟. So each time any web users makes a query on one or more of

the following keywords, your ad will be displayed on the sponsored links column of

Google. You will only then be charged when the user clicks on your „Dating for Men‟ ad.


9

As an Internet marketer, you do not need to be intimated by Pay-Per-Click despite it

being a paid method and numerous stories you might have heard on how people have

lost their money on Pay-Per-Click marketing.

The fact is PPC is a science and once you acquire this skill, you can experience more

success than failure. Pay-Per-Click marketing also offers many benefits that other forms

of traffic generation methods do not.

Pay-Per-Click campaigns are rather easy and very quickly to set up. A new Adwords

account can be opened within seconds with a $5.00 activation fee. You can then put

together an entire campaign by setting up your ads and keywords and have the


10

campaign up and running with traffic coming to your site within 45 minutes.

The main jest of PPC is that it is result oriented. All your keywords and conversions are

trackable so you will be able to know which keywords are working and which ones are

not. Those that are converting, you can scale them up by adding more related terms of

that keyword or bid more for higher ad positions to get more traffic. Alternatively, those

that do not convert, you can simply delete them from your campaign. Overall, your risk

can be totally calculated.

PPC is also extremely targeted. You can bid on selective keywords. This means when

web surfers click on your ad, they are already interested in what you might be able to

offer them. PPC also allows you to target on specific geographical areas. You can

geographically target them to the dot of the worldwide map. Say for example you‟re in

the real estate business of Beverly Hills. You can geographically target your ads to be

shown within a 10-kilometer radius of Beverly Hills. Sounds pretty powerful right? That‟s

exactly what Google advertising network is all about.


11

With PPC, you can also gain competitive intelligence by spying on what your competitors

are doing. Find out which keywords they are bidding on, where they are placing their ads

and what their landing pages look like.

On top of that, your PPC campaign can also be refined on the fly. If you know what‟s

working and what‟s not, it will only take a couple of minutes to scale up certain keywords

or delete those that are not converting. You will be gathering lots of data through Google

Adwords and you will be able to make intelligent business decisions based on them

because you will know exactly what the market wants.


12

While there are many benefits to PPC, there are some disadvantages to it too. Firstly,

PPC is not free. As mentioned earlier, it‟s a paid method and unfortunately it is a fact

also that you can lose money if you don‟t know what you‟re doing. Which is exactly why

you need to go through this course so that you will know what to do.

PPC also requires experience to be good at it. It takes time to learn and understand the

complexities involved. However by experience, it does not mean you need to have years

of experience to make money with PPC. By experience, it could be as little as 2 – 3

weeks to become an expert at it. It all depends on the number of campaigns that you set

up and how much you learn from each and every one of them.


13

However, at end of the day in PPC, you are really in absolute control. You determine

what works and what doesn‟t. All you have to do is monitor your data closely and make

business decisions from there.


14

So how do you succeed in PPC? First and foremost, you need to be patient. No doubt

PPC is the fastest form of traffic generation, but you need to be patient with PPC.

Sometimes in the beginning, things might not go as planned. Your ads might not show

because you may be bidding too low. You might start spending a lot of money on your

keywords and start panicking. Most people bail because of these reasons. So, let your

campaign simmer and focus on collecting data in the beginning.

The second thing is to always do the math. You need to calculate and forecast your

traffic cost and conversions. Weight these two out to make sure that your revenue will

offset your advertising cost and that you‟ll be profiting.


15

With PPC, you don‟t need to reinvent the wheel but you need to stand out by innovating.

So do your due diligent research by seeing what other advertisers are doing and if they

are still advertising the same ad over a 2 weeks period, then that goes to show that their

campaigns are most likely working.

Remember that ultimately in PPC, the key point here is relevancy. So in everything you

do with PPC, always remember that relevance is the key.

Here are some of the terms that you need to be familiar with in PPC. You will encounter

these terms over and over again in your campaigns.

CPC stands for Cost Per Click


16

CTR stands for Click Through Rates, which is calculated by:

Clicks/Impression

Conv. stands for Conversion Rate, which is calculated by:

Sales/Clicks

QS stands for Quality Score, which will be rated between 1-10

ROI stands for Return of Investment, which will be calculated by:

(Revenue - Cost)/Cost


17

Now that you‟re familiar with most of the terms that will be used in PPC, let‟s move on to

the campaign settings that you should be using for PPC marketing.

When you sign up for Google Adwords, make sure you set your time zone according to

the geographic area or the tracking time zone that you‟ll be targeting. For example if you

were setting a campaign to target Singapore, you would want to set your time zone to

Singapore. If you were tracking your stats with an affiliate network such as Clickbank,

you would want to set your time zone that follows Clickbank‟s time.

This way you‟ll be able to track and monitor your stats in a timely manner. Also one thing

to note is once you set your time zone for your Google Adwords account, it is fixed and

you cannot change it again.


18

Next is to set the currency that you would like to use for your account. What most

marketers would use is the US$ currency. However, this option is entirely up to you.

Ideally, you would want to set your Google Adwords currency the same as the currency

that your sales and profits will be generating.

As for your geographic target, set the countries or regions or specific places that you

would want your ad to be shown at. On the Internet, the more popular geographic

targets are US, UK, Canada and Australia as this is where the bulk of most Internet

sales come from. However the geographic target is flexible and can be changed anytime

in your campaign settings.

For networks, choose „Search‟ and „Partners‟. Always remember to keep the „Content

Network‟ off unless you decide to do a placement campaign. Content Network can be

extremely costly if you do not target the right sites to place your ads in. However when

you start out, just use the Search and Partners and keep the Content Network switched

off.

For devices, select „Desktop‟ and „Laptop‟ computers.

Delivery method, select „Accelerated‟. When you select „Accelerated‟, this will allow your

ads to be shown as quickly as possible. This way you will be able to gather data and get

traffic as quickly as possible.

For ad rotation, select „Rotate‟. This is to rotate your ads between 2 or more ads. This is

a split testing process that will help you optimize your campaign.


19

Now let‟s talk about costing. With Google Adwords, you can control your advertising

costs through a daily budget and bid prices. Google also rewards you for having a high

quality account. This means that if you have a high Quality Score, you pay a very much

lower Cost Per Click.


20

By setting a daily budget, you will not spend anything more than what you‟ve set for your

daily budget. This means that if you budget per day is $5.00, Google will make sure that

you will only be spending a maximum of $5.00 per day.

How you set your daily budget per day really depends on your own risk appetite. You

can start even as low as $1 per day if you wish. Ultimately, the bigger your budget, the

more data you will be able to collect from your campaign to make profitable decisions.

If you have small budgets, you can still be successful in your campaigns. The only thing

is that it would take a little more time as you are stretching your data collection over a

longer period of time.


21

What you should note also is that normally you will spend significantly less than, usually

half of what your daily budget is. For example if your daily budget is set to $20 per day,

you will most likely only spend about $10 per day.

When it comes to determining your bid price, this is where it‟s very important to always

do the math.

The two very important variables you need to determine are your:

Conversion Rate

Break Even CPC


22

To calculate your Conversion Rate, the formula is:

Number of Conversions x Number of Clicks

For example if only 1 person purchases your product out of a hundred clicks, then your

Conversion Rate is 1%


23

Next is to calculate your Break Even CPC. The formula is:

Conversion Rate x Payout

So once you‟ve determined your Conversion Rate, all you have to do is multiply it by

your Commission Payout and that‟d be your Break Even CPC. For this example carrying

forward your Conversion Rate of 1% and say your commission payout for the product

you‟re going to market is $30. Then the break even CPC would be:

1% x $30 = $0.30

This means that you can afford to pay up to $0.30 for each Cost Per Click. Of course


24

your objective of marketing is not to break even. You would want to make a profit right?

Then all you have to do is to make sure that your Cost Per Click is less than $0.30 and

you will start profiting. If your Cost Per Click was more than $0.30, then you will be

incurring losses.

One more formula you should learn is how to calculate your Return On Investment. The

formula is:

(Revenue – Cost) / Cost


25

For example, if you generate $1000 from an ad cost of only $700, then your profit would

be $300.

Your ROI will then be ($1000-$700) / $700 which equals to 43%.

Ideally, the ROI to aim for is 100% or more. If you are not getting 100%, then tweak your

campaign until you achieved that.

What you should know also is that Google rewards you for having a high Quality Score.

The reason for this is because relevancy is the key in PPC. Users want to see relevant

ads so advertisers should present relevant ads. Google on the other hand wants a good

experience for both the users and advertisers so that they will come back and use


26

Google. This explains why Google places such an importance in relevancy and rewards

you for having high quality ads.

There are 3 components to Quality Score:

1. Click Through Rate

2. Relevancy

3. Landing Page

Click Through Rate is the biggest component to Quality Score. Click Through Rate is

determined by how many people click on your ad over how many times your ad is shown.

This is a feedback from the millions of users themselves that allows Google to determine

which ad is the most relevant for ad serving.

Relevancy is the second largest component of Quality Score. This is determined by the

relevancy to your keywords, ads and also users search query. This is done by Google

analyzing the context of the users search query to see how well it relates to the keyword

and ad.

Finally, the last component is landing page. Your ad is only useful to the user if the

landing page you lead your users to helps them find and obtain the information they

were looking for. It should be user friendly, easy to navigate, quick to load and have

relevant information to the user‟s search query.

The better your Quality Score is, the better ad rank and lower Cost Per Click you will be

paying.

A good Quality Score is between 7-10.

An average Quality Score is between 4-6.

A Quality Score that needs attention is between 1-3.

In fact if your Quality Score is 1, your ad wouldn‟t even be shown. So remember to

always check back your Click Through Rate, Keyword, Ad and Landing Pages to make

sure that everything fits together to produce a high Quality Score.


27

Now that you know how the math works, let‟s chart out how your PPC campaign‟s flow

should be.

1. Find keywords that you would like to target and bid for

2. Set up your campaign. Add your keywords, categorize your ad group and

write your ad copy

3. Once your campaign goes live, your traffic should be sent to your landing

page


28

4. From your landing page, send your visitors to the sales page offer.

Before you set up any PPC campaigns, you need to determine which one of the

following is your campaign‟s objective:

Are you using this traffic generation method to make a sale?

Or to generate leads for opt-ins and relationship building?

Or simply to gain competitive intelligence?


29

You need to determine your campaign‟s objective because you will be bidding different

types of keywords, write different ad copies and create different landing pages according

to each and every one of them.

If your objective is to make sales, the types of keywords you should bid for are „Buyers

Keywords‟. Some example types of buyers‟ keywords to bid on are:

Product names

Competitors product names

Book titles


30

Book Author names

XYZ review

XYZ scam

Buy product

XYZ E-book

If your objective is to generate leads or gain competitive intelligence, bid on „Shoppers‟

and „Information Seekers‟ type of keywords. Example types of shopper keywords are:

XYZ lessons (where XYZ is your niche)


31

Treatments

Natural remedies

Guides

Courses

Solutions

Information seekers keywords are very broad terms and normally these search queries

are with the intent of finding general or free information. Some examples of information

seekers keywords are:

Your general niche keyword

How-to

Free

Advice

Tips

Help

Download


32

Now that you‟ve identified your campaign‟s objective and understand the different types

of keywords, how to obtain your keywords is by using the Google Keyword Tool. While

there are many types of paid keyword tool out there which is the best keyword tool for

Google Adwords other than Google Keyword Tool itself? Furthermore this tool is readily

available and it is absolute free!

You can access this tool simply by typing in „Google Keyword Tool‟ on the Google

search engine and it will show up on the first page of the search query results.


33

There are 6 steps to obtaining and sorting your keywords.

The first step is to type in your general niche keyword into Google Keyword Tool and get

keyword ideas related to your root keyword.

Next, export the list to an excel sheet on your desktop

Third, to get more keywords, type in the authority site URL of the particular niche you are

in and then export it to your desktop as well. An authority site is the first website that

appears on the organic listing of Google search engine when you query for your root

keyword.


34

After that, export this second keyword excel sheet and compile it together with the first

one where you gathered keyword ideas from your root keyword.

The next step is to pick out relevant keywords for your campaign. When doing this,

remember that relevancy is the key. So make sure that you select the keywords that will

be relevant to your user‟s search query, ad copy, landing page and sales offer.

Finally, sort them to ad groups. How you do this is by grouping keywords which you can

display the same ad for.

Under keywords, there‟s also something called „Match Types‟. By using match types, it


35

will help you optimize your campaigns further. There are 4 different match types in

keywords:

1. Broad

2. Phrase

3. Exact

4. Negative

Let‟s demonstrate each of them more easily with a keyword example „Yellow Guitar‟.

Broad match is the default option. Your ad will appear as long as the user searches for

„yellow‟ and „guitar‟, in any order, and even along with other terms. For example if a user


36

searches for the phrase: „My yellow guitar is cool‟ or „John plays guitar and likes yellow

shoes‟, your ads will automatically appear. Broad matches are often less targeted.

For the phrase match, your ad will only trigger if the keyword „yellow guitar‟ is typed in

this order. Your ad will also be shown along with other terms as long as the keyword is

queried in this order. For example if a user were to type „I want to buy a yellow guitar‟ or

„Acoustic yellow guitar and strings‟, your ad will trigger.

For the exact match, your ad will only appear if the user typed in the exact keyword. In

this example, your ad will only trigger when the user types in „Yellow guitar‟.


37

The negative keyword match type comes in if there are specific keywords that you do

not wish to trigger your ad for. This is normally the case for keywords like „free‟,

„download‟ and „rapidshare‟ because users searching with these keywords will most

likely not buy from you.

So if you were to insert a negative keyword „Free‟ in your campaign, when a user types

in „Free yellow guitar‟, your ad will not be shown at all.

When it comes to keywords, it is important to know when to get rid of particular

keywords from your campaign. This is to avoid continuous spending on keywords that do

not result in profits or positive return of investment.


38

There are only 2 rules to this measure:

1. When your keyword exceeds 100 clicks and not a single sale has been

made, then you should get rid of it.

2. When your keyword cost exceeds 2 times the potential revenue of your

product, then you should also get rid of it.

This makes it important to constantly check your Adwords account and monitor the stats

of your keywords, especially at the beginning of your campaign.


39

Now that you understand everything about keywords, let‟s move along to Ad Groups. As

talked about briefly earlier, an ad group is basically a list of related keywords for which

you display the same ad.

An example ad group would be: Seduce Women.

In this example, the keywords that will be categorized under this ad group would be

keywords like:

Seduce woman

How to seduce woman

How to seduce her


40

I want to seduce a woman

This means that all of these keywords would trigger the same ad. Ideally, an ad group

should have between 5 – 20 keywords. But of course the less keywords the better as

this will be more targeted to your ad.

Once you‟ve got your ad groups, it‟s time to write some ad copies. Spending time on

your ad copy is important because, your ad copy would be the one that will capture the

attention and trigger them to click.

The secret to writing good ad copies with high Click Through Rate is to write emotional


41

copies. Emotion sells and emotions grab attention. Your ad copy should start with pain,

state the pain and finally get into the pleasure. This is a pain vs. pleasure concept and

these are two main emotions that urge human beings to act.

For your ad copy, there are limitations to the number of characters you can use. In your

headline, you are limited to 25 characters. For description 1 and 2, you are limited to 35

characters. And in your display URL, you are limited to 25 characters.

The good news here is you do not need to write long of copies. They just need to be

short and concise.


42

Since Click Through Rates plays such an important role for your Quality Score, here are

some tips that will help improve your Click Through Rate.

Firstly, always highlight your unique or your emotional selling point. If there is something

unique about you, then tell them. If your product can spark certain kinds of emotions, tell

them too! At the end of the day, give customers what they want and tell them what they

want and need to know.

Next, put the keyword in your headline, as this would be bolded when the keyword is

typed in. Headline is the most imperative part of your ad as it is the first line that users

will read in any copy. For optimization purposes, make sure your keyword is in your


43

headline or at least in your description. Your keyword will also be highlighted in your

headline and description when a user types it in their web search.

Also use camel case that means to capitalize the first letter of each word.

Also use symbols in your ad. It has been tested and proven that symbols helps increase

Click Through Rates and it helps draw users to the ad. Use symbols such as:

Question mark (?)

Percentage sign (%)

Quotes (“”)

Star (*)

Slashes (/)

Finally in your ad, it‟s always important to have a call to action, simply by telling them

what to do. For example your call to action could be:

„Read My Shocking Story to See How‟

„Secrets That Gurus Don‟t Tell You‟

„Here‟s How to Lose 9 lbs in 11 Days‟

Finally, use a social proof point of view when you can. By using a social proof approach,

it will create a personal touch, which creates users trust. It will urge them to want to

know more because it is relatable to a personal experience.


44

Now at the fourth step of the „PPC Flow‟ process, Landing Pages. There are 3 main

types of landing pages:

1. Pre-sell page

2. Opt-in page

3. Product review page

A pre-sell landing page is basically a page which pre sells the customers into a solution.

A pre sell landing page should have a well-written story, which states the pains of the

problem and the benefits of the solution. You may approach it from a social proof point

of view where you have experienced the product before and achieved specific results

through the usage of the product you are about to recommend to them. Personal


45

recommendations are powerful and should be applied to marketing where possible.

The second type of landing page is an opt-in page. This type of landing page is used if

your objective is to generate leads, build a list and relationship with your prospects. An

opt-in page is very often known as a „Squeeze Page‟ as well. This is a very

straightforward page, which has an opt-in form where users can fill in their Name and

Email address. It is a very simple page where the user will normally have no other

options to navigate to except to only opt-in.

Finally, the last type of landing page is a Product Review page. A product review page is

a page, which provides a non-bias summary of a product. Normally the pros and cons of

the product are shared and a star rating is given to the product. This strategy can be

used to review on your own personal products or make comparison with similar products

of your niche.


46

Next, we will talk about split testing. In PPC, we must always split test. Split testing will

help increase Click Through Rates, lower your overall costs and increase conversions.

As we‟ve talked about Pay Per Click is result oriented. This is exactly why we need to

gather data and make decisions from it.

One of the areas to split test is your ad copy. Earlier in the campaign settings, we‟ve

talked about selecting the „Rotate‟ option for your ads. The reason for this campaign

setting is to split test your ad copy between 2 or more ads. You can do this split testing

with different headlines, descriptions and display URL.

Ideally, the Click Through Rate that you should aim to achieve is a minimum of 1%. Let

your ads run for at least 50 clicks before you decide to discard any ads. Constantly test

on different ads until you find the optimal one.


47

The next split testing area is your landing page. Inside Google Adwords, there‟s an

option called „Website Optimizer‟. Inside Website Optimizer, you can split test between

different landing pages. This means that traffic will be sent to two or more landing pages

and you can track which one converts better by inserting the type of action you want to

track. The action could be for the user to click through to another website or to opt into

your form or even to make a sale purchase.

With landing page split testing, test one thing at a time. Test between different header

copies, layouts, colors and fonts. You will be surprise that small tweaks in your landing

pages can create a huge impact in your Conversion Rate.


48

The final split testing is on your ad positions. Your ad position should always be on page

1. Page 1 of the sponsored links has ad positions between 1-8. Increase or lower your

bids to test which ad position gives the highest Click Through Rates.

So for the positions split testing, you‟d want to test between positions 1-3 and 4-8 to see

which one has the highest click-through rates for your ad campaign.


49

Before we conclude PPC, we will discuss briefly about Google Slap. If you have been in

the arena of Internet marketing and PPC, you‟ve most likely heard of the term „Google

Slap‟ before. A Google Slap is when your Cost Per Click suddenly increases to $5-10

and your quality drastically drops to 1 out of 10.

A Google Slap occurs when Google feels that your campaign is irrelevant and does not

provide a good user experience. This could be the case if you have extremely low Click

Through Rates, irrelevant ads and extremely poor landing pages. Your landing page

may be loading too slowly, have too many affiliate links and overall not user-friendly.

If a Google Slap ever happens to you, you can either download your entire campaign to

your desktop with a software called „Adwords Editor‟, make some changes to it and re-


50

upload it back to your Google account to see if it works.

If it does not, then what you may need to do is to delete the entire domain name and get

a new one.

Don‟t fret or ever get discouraged with a Google Slap. Try to find out which part of your

campaign went wrong and just do better the next time!

Finally, coming to the end of PPC. To wrap up, Pay Per Click is an extremely powerful

traffic generated method. It is easy to set up, laser targeted and decision-makings are

based upon your statistical data of your campaign.


51

PPC is a science and risks can be calculated. Approach it from a business and

investment point of view. Be confident and apply all the strategies you have learnt

throughout this course.

Test, test, test, refine your campaign and keep scaling up your campaigns.

Last but not least, remember that you are in absolute control of your PPC success. Good

luck and enjoy!

Module 15 Pay Per Click - SFIGO2019/07/15 · Module 15 - Pay-Per-Click 3 Let‟s begin by...

Documents

Transcript of Module 15 Pay Per Click - SFIGO2019/07/15 · Module 15 - Pay-Per-Click 3 Let‟s begin by...