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Pay Per Click Mastery


									           Pay Per Click Mastery
                              The Black Ink Project
                                             Jeremy Palmer

Generate instant and laser-targeted traffic to your site with PPC. Learn how to get the best return on
your investment and efforts with paid search.
Session at a Glance:
   Keyword Research – Going deep vs. going wide
   Problems with “going deep” too soon
   Advantages of “going wide"
   Strategies for going wide, then deep
   Key compete overview
   Setting up an AdWords campaign
   Setting up keywords in AdWords
   Setting up ads in AdWords
   Conversion tracking in AdWords
   Campaign structure in AdWords
   Bidding strategies in AdWords
   Super affiliate mindset
   80/20 rule of PPC marketing
   Testing
       o Why you need to test
       o How to properly test
   Landing page quality score
Session 11 Resources
Downloadable Webinar (Windows):

Streaming Webinar (low-bandwidth):

PowerPoint Presentation:

Support Forum:

Recommended Resources:

Section 3 and 6 of High Performance Affiliate Marketing

Search Marketing Videos Google AdWords

Search Marketing Videos Yahoo Search Marketing

Search Marketing Videos Microsoft AdCenter
Action Items:
Step 1 – Perform Keyword Research

  1. Read Section 3 of High Performance Affiliate Marketing – “Keywords the
     Foundation of Your Success”
  2. Make a list of all the product and service names you will be promoting on
     your site – e.g. Lenovo Thinkpad, Asus EEE
  3. Make a list of words that describe the products and services you promote –
     e.g. ultraportable notebook, ultraportable laptop, small notebook, small
  4. Use the Google Keywords Tool – to find related keywords and variations.
        o Make sure you check the box “Use Synonyms”.
        o Review “Additional Keywords to Consider” at the bottom of the
        o Look for potential negative keywords to suppress your ads from
            being displayed
        o Save the keywords to a text or CSV file
  5. Use the Google Keywords Tool – to harvest keywords from your
     competitors and merchants.
        o How would you like to generate keyword ideas? –Select “Website
            content” radio button
  6. Add your keywords to the Keyword Research Template
        o Assign each keyword to a logical ad group
        o Assign each keyword to a campaign
        o Determine what part of the keyword buying cycle this keyword fits
        o Note the keyword volume and competition
        o Note the match type (broad, phrase, exact, all, or negative)
        o Each ad group should have its own landing page that follows through
            on the ad copy from the ad.
  7. Sign up for a free WordTracker trial -
        o Use “Keyword Universe” to perform a lateral and related search.
   8. (optional) Sign up for a 1-day trial to gather keyword
      intelligence on your merchants and competition -

* Note you can copy and paste the keywords from this spreadsheet into Google
AdWords Editor.

Step 2 – Create Ads for Your Ad Groups

   1. Download the Google AdWords Editor (if you haven’t already) -
   2. Use the “Pay Per Click Ad Template” to create ads for your ad groups -
   3. Copy and paste your ads from the Pay Per Click Ad Template to Google
      AdWords Editor.
         o Copy the first line of your ads (don’t include the column titles)
             through the last line
         o From AdWords Editor - Select Data > Text Ads > Add/Update Multiple
             Text Ads…
         o When prompted for “Destination:” be sure to check the radio button
             that reads – “My text ad information below includes columns for
             campaign and ad group names.”
         o Paste your ads into the text area in AdWords Editor
         o Follow the instructions and prompts provided by AdWords Editor

* Note – your campaign and ad groups will automatically be created when you
copy and paste your ads

             TIP - To simplify this process I recommend using an
             application like Speed PPC to automate ad group and
             ad creation. For my review of Speed PPC please visit
             this link:
Step 3 – Estimate Bid Prices Using the Keywords ROI Estimator

   1. Download the Keywords ROI Estimator -
      *Note if you don’t have Microsoft Excel I recommend using a spreadsheet
      program like Open Office - or Google Docs -
   2. Enter your keywords into Column A of the Keyword ROI Estimator
   3. Enter your maximum cost per click into Column B
   4. Enter the daily traffic estimate - *get this data from the Google Keywords
      Tool -
   5. Ignore columns D, E, and F. These are automatically updated by the values
      placed in the first two columns.
   6. If you’re being paid on a percentage of sales enter your commission rate
      into Column G and enter the sales price of the item into column H. The
      value in Column I will automatically be updated. If you’re earning a flat
      dollar amount, just enter that value into Column I
   7. Review the break even conversion rate, and clicks to conversion ratio in
      columns J and K. Column J is the minimum conversion rate you must
      achieve to break even on your keyword. Column K is the number of clicks
      needed to achieve a break-even return on investment. If your conversion
      rate is higher (or you earn a commission in fewer clicks than your break
      even point) – CONGRATULATIONS – you’re profitable!!!

*Note – I’ve included four rows of sample data. To copy the formula down, just
copy and paste the selected cells into new rows on your spreadsheet.

Step 4 – Enter Your Keywords into the Google Keywords Tool

Once you’ve estimated your maximum cost per click and break even point, you
can copy and paste these keywords back into the Keyword Research Template.
After you’ve updated this spreadsheet you can copy and paste the values from
the Keyword Research Template into the Google AdWords Editor.
*Note – When you’re copying and pasting data back and forth between the two
spreadsheets pay careful attention; you don’t want to inadvertently copy or paste
into the wrong columns.

Here are the steps to follow to get your keywords into the Google AdWords

   1. Click on Data > Keywords > Add/Update Multiple Keywords
   2. Select the radio button option that reads “My keyword information below
      includes columns for campaign and ad group names”.
   3. Copy the Campaign, Ad Group, Keyword, Keyword Type, Max CPC, and
      Destination URL columns from the Keyword Research Template – don’t
      include the header row – just your data.
   4. Paste the content into the text area box within Google AdWords Editor.

Once you’ve pasted your keywords (Step 4) and creatives (Step 2) into the Google
AdWords Editor, you’re ready for a final review.

    Tip: Review Your Work

    It’s important that you review this information carefully before uploading
    or submitting it to Google. The smallest mistake can cost you a lot of

    For example, let’s say you meant to put 25 cents into your bid column,
    but you accidentally put 25 dollars in that column. Now imagine you
    received 1,000 clicks your first day. That could be a $25,000 mistake – so
    just be careful and review your work.
Additional Reading and are both excellent
resources for in-depth pay per click training. Here are a few additional guides I

The Ultimate Guide to Search Engine Marketing
by Bruce C. Brown

Ultimate Guide to Google AdWords
by Perry Marshall

Super Affiliate Mindset Blog
by Amit Mehta

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