Before you even think about creating a PPC campaign, you need to understand that building a campaign is not about getting lots of traffic, the main concern is the quality of the traffic and the relevance of your campaigns.

In this lesson we are going to discuss how to create high quality PPC campaigns that convert. Our main focus is going to be using Google adwords, but the common relevance strategy can be applied to Bing and Yahoo as well.

Let's take a look at one of the biggest issues people have with PPC and the most common reason they fail...

In an effort to get a lot of sales, people tend to aim to get a lot of traffic. This is typically at the expense of "relevance" because broad keywords get more traffic, while relevant keywords get less traffic.

Elaborating on this, we will analyze a few keywords:

In the Google keyword tool, the term "Internet marketing" yields close to 1,000,000 searches every month. This is a ton of traffic, however, this search term is also very broad. Someone who searches "Internet marketing" in Google likely does not know what they are looking for, and will likely continue on with their research (as mentioned in the last lesson).

If you continue your research, you will likely come across terms like "Internet marketing success". This term get much less search volume (2,300 monthly), however you could tie it into a much more relevant campaign. People are looking how to become an "Internet Marketing Success" at this point...they already have preconceived knowledge of the general term "Internet marketing". This term is much better although getting 1/500th of the searches.

Think of it this way.

"You are much better off getting 1 click per day from 1000 highly relevant keywords then to get 1000 clicks perday from 1 broad keyword".

If you follow this ideology within all of your promotions, you will be much more successful.

The Big 5 Rules to Quality PPC Campaigns

The are 5 rules you need to follow when creating successful WA PPC campaigns. They are as follows:

Rule #1: No more than 5 keywords per ad group

Yes, no more! This may go against what you have been doing in the past, but do not put more than 10 unique keywords per ad group for your Wealthy Affiliate campaigns.

Here is an example ad group (5 keywords all match types):

best keyword research tool
best keyword search tool
the best keyword tool
what is the best keyword tool
best keyword tool

"best keyword research tool"
"best keyword search tool"
"the best keyword tool"
"what is the best keyword tool"
"best keyword tool"

[best keyword research tool]
[best keyword search tool]
[the best keyword tool]
[what is the best keyword tool]
[best keyword tool]

This is an example of a good ad group. When we mention having less than 5 unique keywords, this does not include Broad, Phrase, and Exact match types. When these are included you could potentially have 15 keywords maximum. 5 unique keywords x Broad, Phrase, and Exact = 15.

Rule #2: The ad must be relevant to the keywords

In order to get someone to click on your ad, it not only has to be intriguing, but it has to be relevant to the exact keywords that you are promoting. The higher the click-through rate (CTR), the higher your Quality Score. It is important to spend some time understanding how to write a good ad.

In the example ad group above, this would be a good ad:

Keyword Tools Stink
What is the best keyword tool online?
It is not what you think.
YourSite.com/KeywordTools

Here are some good resources that will also help you out with your ad writing.

Ad copy writing:

Writing Ad Copy Tutorial

Google Relevancy

How to Be Relevant to Google

Rule #3: You must bid high enough to get listed

Bidding $0.05 on a keyword typically isn't adequate to get ranked on the 1st page (typically). Ideally, you want to have your ad displaying on the 1st page of the search results. You get more traffic and more conversions this way. Aim for positions 2-5 within the search results. We recommend starting with a bid you can afford and then adjusting from there.

On the opposite end of the spectrum, you do not want to bid too high. A starting bid of over $1.00 per click is too high unless you already have data indicating that it will be profitable at this price. We suggest your starting bid should be within $0.21 - $0.61 and then adjust from there.

Rule #4: Your landing page must be relevant to your keywords

This is critical not only to receiving a high Quality Score ranking from Google, but also to get conversions (the ultimate goal!). Ideally you should have one landing page per ad group. In the above example, you would create a landing page dedicated strictly to content surrounding "best keyword tools", have a catchy headline including the exact keywords, and also having a discussion of the best keyword tools within your content.

So, a relevant landing page will consist of a relevant (and catchy headline) with the exact keywords within it, relevant content within the page, and a relevant and subtle sales pitch promoting WA. For example, WA discusses how to become successful using keyword tools that do not cost you anything and are much better than ANY paid keyword tools. Plus we offer 5 different keyword tools within WA for free. This could be your marketing angle and your relation between the keywords and the promotion.

Rule #5: You need to try things!

Be creative. If you don't try new things, you will never have know whether or not they will work. This could include testing new headlines, creating "crazy ads", testing new keywords out, using varying bid prices, and testing out different styles of landing pages.

Nothing is set in stone, and the more you work at this and the more things your try, the greater your knowledge will become. Thinking inside and outside the box and both core components to a highly successful Wealthy Affiliate campaign.

Further reading you should take a look at before you move on:

Common Keyword Technique

Common Keyword Technique Tutorial

Top 10 Mistakes

Top 10 PPC Mistakes

Note: Turn off the content network unless you are planning on using it. You can make money with the content network, but we do not suggest using it when starting out with your WA PPC promotions. The traffic is much lower quality.

Google Quality Score

You have probably heard the term "Google Slap" before. This is when Google gives your keywords a low Quality Score and in the process, they do not show or display your ad. A low Quality Score is something that is 5 or less. If you follow the RULES we have provided above, you should have no problem achieving a Quality Score or 7 , thus giving you good positioning and a reasonable cost-per-click price.

It is important that you never have "lazy" tendencies within your ad groups or landing pages. One bad ad group or landing page Quality Score can affect your entire campaigns Quality Score! Be relevant, create landing pages for each ad group and make sure that your keywords within your ad groups follow the common keyword technique.

Find Keywords to Promote

There are a ton of expensive keyword tools out there, but to be honest with you, we would be doing you a disfavor if we recommend any "paid" keyword tool to you.

We have created an excellent keyword tool for members here at WA:

WA Keyword Research Center

The Google keyword tool is also excellent (and it is free!).

https://adwords.google.com/select/KeywordToolExternal

You can literally find the smallest little niches with this tool. Their data is current and they reveal data and stats that no other keyword tool has access to. We don't care what others say, this is the only tool you need for your keyword research.

The following is also a great "how to" on how to find keyword niches by starting "broad" and then digging down. Check it out:

How to Master Keyword Research

Apply these same principles when searching for keywords related to Wealthy Affiliate and you will come up with a ton of ideas and new keyword niches to target.

Let's look at another example in terms of creating a quality ad group. In this example we did a search for the term "how to make money" in the Google Keyword Tool.

It brought up 200 relating "make money" search terms. One of them was the term "how to make money affiliate". We then plugged this back into the tool.

Here is what we got.

Keyword (Monthly Estimated Search Volume)

how to make money affiliate (1,000)
how to make money affiliate marketing (22)
how to make money being an affiliate (28)
how to make money from affiliate (not enough data)
how to make money from affiliate programs (36)
how to make money in affiliate marketing (320)
how to make money with affiliate (28)
how to make money with affiliate marketing (140)
how to make money with affiliate program (12)
how to make money with affiliate programs (320)

This in itself is a great looking ad group. You could easily create one ad that targets all of these keywords and create a landing page that targets "how to make money with affiliate marketing" and it would be relevant to all of the search terms.

Although the search volumes do not seem that high, the keywords are highly relevant and remember, RELEVANCE CONVERTS. 1,608 searches monthly is still pretty good for a single ad group. Imagine the potential when you have 10, 20 or even 100 of these running at once! This is how you build massively profitable Wealthy Affiliate campaigns!

Alright, now it is your turn. Below are your weekly tasks.