Wordtracker 7-Day Video Tutorials
Day 5: Pay Per Click (PPC) for Testing and Profit
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Video notes
Use Wordtracker with PPC to generate instant sales and get the most from your organic search engine optimization (SEO) efforts.
Pay per click is useful for getting more people to your site, both for direct sales and more passive uses by list building and testing out new marketing ideas.
When you do a basic search on Google, organic (or free) listings are on the left while pay per click advertising appears on the right and on the top.
Pay per click lets you bid on advertising positions yet only pay only when a person clicks on your ad.
The beauty of pay per click is that you can get to the top of the results today rather than wait weeks or months for the engines to recognize and respond to your now beautifully optimized pages. But you
have to pay for the privilege.
The danger inherent in these instant access top rankings is that you can spend a lot of money without getting much return for your investment.
Locate niches on 'sport science' using Wordtracker's Keyword Universe. Examples of niches include 'nutrition', 'biomechanics' and 'strength training'.
We only want to focus on one or two keywords per niche. E.g. swimming ninche, swimming, swim and swimmer.
With PPC you can create individual ads for each closely related keyword group and direct how precise a users search must be to trigger your ad.
With a [broad match] on 'bodybuilding', any search that contains your keyword will trigger your ad e.g. 'how to do bodybuilding'. This is rarely a good idea because your sport
science ad copy will be poorly targeted for all those individuals. You'll end up with a lot of unproductive non sales producing clicks.
With an [exact match], Google allows you to place square brackets [ ] around each keyword so your ad is only displayed when your exact keyword is searched on.
Use negative match for filtering out those broad matches where you definitely don't want your ad to appear. E.g. -steroids. You can find negative keywords you don't want to bid on in the Wordtracker Keyword Universe related tool.
A more common negative match term is -free as you don't want to waste clicks on people who just want freebies.
Once you've got some ad copy in place just turn on for a set period of time, set a small daily budget ($10 - $20) and analyse the results. See which keywords generated a response. Use this information to refine your niche with more
bids on separate keywords and keyword groups.
Don't forget to pull up keyword researcher for misspellings and plurals. The bid price is usually lower for these terms.
PPC is an excellent research tool for organic SEO. Since achieving a high ranking takes time and money so use PPC to test out a keyword's
profitability before investing in organic search engine optimization.
Actions
Group the keywords you want into market niches.
Use the related keyword tool to find somewhere between 10 - 20 niches to target.
Set up a pay per click account and use broad and specific match keyword bids and negtative keywords to stay from undesired niches.
Test your bids, refine them and test again until you have 10 - 20 separate bids which are all profitable.
Use related keywords tool to find newly emerging or previously missed niches.
Keep in mind that good keywords themselves are nothing without benefit driven copy and landing pages.
Split test your ads before scrapping a poorly performing bid entirely.
