An Introduction to Pay Per Click (PPC) - 2012 Edition
The flow of relevance between the components of your campaign is an essentially. 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.
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 you landing page is not relevant.
Keyword relevance is 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 an 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.
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.
We have a Keyword Research Tool here at WA to help you find keywords or you can use a paid keyword tool like Jaaxy.
The WA keyword tool will allow you to find a wide range of keywords within any industry. Google also offers a free keyword tool that offers the most current keyword data within their search engine.
I am going to elaborate on how to find and group keywords on the next page. These should be considered at the core of your campaign creation activities.