The Importance of
As you're working to build your
PPC business, you're probably
looking for ways to get the
information you need without
spending a lot of money.
And when it comes to market and keyword research, you know this is research you
need to grow your business. The great thing is, there are a variety of online tools
that offer free trials. Some of them are completely free!
Whether you're a beginning or a more advanced PPC affiliate, the tools and tactics
you'll learn in this course will help you understand where your biggest opportunities
lie and where you can improve your return on your ad spend. With this information,
you can optimize your campaigns and grow your business.
Google Keyword Tool & Search-based Tool
The first tool is Google's Keyword Tool and Search-based tool. You’re probably familiar with
these tools, but this video will show you some things that you may not know.
You’ll also learn some tricks and tips to help you use these tools to your full advantage.
Video Lesson: Introduction
to the Google Keyword Tool
This screenshot below from video one shows the initial screen to find related keywords using the
bodybuilding niche and the keyword phrase ―build bigger biceps.‖
This keyword tool allows you to:
Automatically create synonyms for the keyword phrase(s) you enter.
Generate keywords using an existing website in your niche.
Create a filter to filter out negative keywords or keywords related to contraband or illicit
The keywords data results, as you’ll see in the screenshot below, include:
Additional keywords, including related keywords like ―build bigger pecs‖ or ―build bigger
arms.‖ These are critical to find and use in your campaigns.
AdWords keyword match types for exact, broad, phrase, and negative keywords.
In thE next video, you’ll see the best features in the excellent Google Search-based Keyword
Google’s Search-based Keyword tool gives you keyword results based on:
Actual Google search queries.
Keywords that match the content for specific pages of the site URL you enter.
Keywords that are new to your AdWords account.
Video Lesson: Google
Search-based Keyword Tool
This AdWords tool is good for finding keywords to develop a broad keyword list as covered back
in our PPC Classroom course on keyword research for PPC. The screenshot below shows the
keyword results after entering the URL ―TruthAboutAbs.com.‖
You can analyze your own site pages, or pages from competitors in your niche, with this tool.
Take a look at an example in the screenshot below:
This last of our three Google videos shows how to use the Google search tool to do a search
based on website content. This Google Keyword Tool feature is not as powerful as the other
previous examples we’ve covered, but you’ll find it useful.
Video Lesson: Google Website
Content-based Keyword Tool
The Content-based Keyword Tool finds more keyword ideas using the URL from your site or a
competitor’s site in your niche. Google analyzes the text content from the page URL entered or
the whole site, and finds new keywords options for your campaign.
You can see the Content-based tool below:
The results for Google’s Content-based Keyword Tool give you Google’s evaluation of
what the page or website is about. The keyword results aren’t as broad as the Search-
based Keyword Tool. However, for researching a new offer you’re unsure about or a new
niche, you’ll get a good idea of the keywords that will work.
Here’s an example below of keyword results for VinceDelmonteFitness.com:
Many affiliates consider
Keyword Spy the most
powerful competitor research
tool you can buy.
This isn’t a free tool, but it’s
worth the money — and if
you’re on a budget, Keyword
Spy does have a time-limited free trial available.
Keyword Spy includes a number of research tools, but this lesson will cover the ones that are
most beneficial to PPC. Feel free to check out the others when you get a chance.
In this first video, you’ll learn how to search for and get specific information from a particular
Video Lesson:Searching for
Domain Information with
Keyword Spy provides information based on a specific domain name; some of this
keyword intelligence includes:
The keywords the advertiser is bidding on.
The clicks per day.
The ad position.
The cost per click the advertiser is paying.
The ROI per keyword.
The number of AdWords competitors per keyword.
The first screenshot below shows you KeywordSpy’s screen layout and keyword data results for
a domain search, using ―VinceDelmonteFitness.com‖ below. As you can see, the tool found 985
keywords, and it provides very useful data for each one – for instance, cost per click and ROI:
This next screen shows the keywords that VinceDelmonteFitness.com’s competitors are using
and all the ad variations this site has showing on AdWords as well.
In this next screenshot from KeywordSpy, you’ll see results for competitors targeting the
keyword phrase ―build muscle.‖ The results show the top competitors, their ad in AdWords, and
specific data showing competitors’ numbers of keywords, daily clicks, and ROI. For a PPC
affiliate, this information is pure gold.
In this next video, you’ll learn more ways to drastically increase your keyword list searching your
competition in Keyword Spy. Also, you’ll see how you can find who the competitions' affiliates
are, what traffic they are driving to those competitors’ sites, and what keywords those affiliates
are bidding on.
with Keyword Spy
This next screenshot is amazing. KeywordSpy’s Affiliate tab shows you the top products for top
affiliate networks, including Commission Junction, ClickBank, and LinkShare – based on the
number of keywords (and affiliates) used to promote those products.
But you can take this information to another level. The next graphic is a screenshot from
KeywordSpy showing a chart and a list of ClickBank’s super affiliates based on the number of
keywords and products each super affiliate promotes. KeywordSpy also has this information for
the other affiliate networks shown in the previous screenshot.
As you can see, the top affiliate is ―appc3.‖ Next you’ll see the details on ClickBank's affiliate,
appc3, in the screenshot below.
This section shows a lot of detailed information on this affiliate, including the offers they
promote, the ROI, and the keywords they use.
Tracking Module and More Ways to Search
The third video in this section is about the new Tracking module built into Keyword Spy. This
feature is a good way to analyze your competitors' activity. You'll also access other interesting
data that will help you find hot products and niches.
Video Lesson:Keyword Spy
Here’s a screenshot from KeywordSpy showing the Tracking Tool tab. Using this tool, you can
track specific competitors to watch their campaigns or keywords over time.
In this section, you’ll learn
about the tools in Microsoft
adCenter Labs. These are
fantastic free tools that allow
you to keyword search by demographics and commercial intent.
Video Lesson: A Tour
of Microsoft adCenter
The first screenshot shows the adCenter Labs ―Demographic Prediction‖ tool. This tool predicts a
user's age, gender, and other demographic information, based on their online behavior. You can
type in a keyword or a website URL to research what Microsoft's predicted user demographic is.
The next screenshot from adCenter Labs shows their ―Commercial Intent‖ tool. This tool detects
whether a user is looking for additional information or wants to buy a product based on their
search query or sites they’ve just visited.
Enter a keyword, and you’ll get a prediction on whether the product keyword will convert. The
tool gives a numeric result, and anything over 0.5 is considered a strong result.
The next video covers other keyword search tools in adCenter Labs. You’ll see what users type
into Microsoft searches, and what tools you can use to find a hot niche or product for your
Video Lesson: Keyword Group
Tool and Mutation Tool
The first screenshot shows the adCenter Labs ―Keyword Group Detection‖ tool. It’s similar to
Google’s Search-based keyword tool that we covered earlier in this course. The tool results
provide you with a broad keyword list that is great if you’re targeting the Google Content
The last Microsoft keyword tool that we’ll cover here is the ―Keyword Mutation‖ tool. As displayed
in the screenshot below, the Keyword Mutation tool takes any keyword and returns the common
alternative spellings or misspellings users really type into Bing. These keywords will make great
additions to your campaign keywords in AdWords.
Microsoft adCenter has many other tools — all of which are free — which you might
want to try out at some point.
How to Keep Your
Business Going and
At this point, if you’ve been
consistent, many of you are
seeing success. When you first attain success in this business, you're going to face some money
Why is that? Because you may find it difficult when your credit card is maxed out, and you have
to pause a profitable campaign.
The Spending Limit Crisis
Consider this scenario:
You find a hot, profitable campaign that's making you $300 per day in profit, and you’re
spending $500 per day to run the campaign on AdWords.
Now, let’s say you have a $7,500 credit limit on your credit card. This means you can run this
campaign for 15 days before you hit your limit. Then you have to pay down your credit card bill.
Even if you have $5,000 in your bank account, you won’t make it to the end of
the month! And let’s not forget that during all this time, you're waiting for your
affiliate check to come in.
Now you’re in a tight position, because you’re rushing to get money to pay
down your card. At this point you’re not even thinking about how you can buy
more traffic to increase your profits.
You don’t want to be in this position.
Tips to Deal with Credit Card Limits
Tip #1: Get an American Express Gold Card
The first tip is to get an American Express Gold charge card with no preset spending limit. Now,
in reality, there is a limit — you can’t just charge $100,000 on such a card. However, that limit
goes way up in a matter of months, as you start spending and paying off your card consistently.
Tip #2: Borrow Money if You Have To
You may have to get a temporary loan to keep your affiliate business going strong during this
period. This could be a loan from a family member or even a personal loan, but it’s up to you to
decide the risk you’re willing to take.
Tip #3: Spread Expenses across Credit Cards
Another option is to consider using multiple credit cards to float all the charges. It's not ideal,
but it's one way to keep your business from grinding to a halt!
At this stage, the affiliate checks have started to roll in, and it’s a great feeling. But whatever
you do, be smart about your newfound windfall. Don’t start spending your profits on expensive
cars, a new home, or anything like that. Instead, reinvest those profits!
It’s critical that you reinvest every single penny of your profits into buying MORE
traffic. That way you can grow your business and your profits.
Before you build up your credit line with Amex, the profits from the previous month will be
funding all of your ad spend for the current month. This is why it’s so important to have a high
ROI, preferably 100 percent or more. Having that level of ROI will allow you to double your ad
spend month after month.
Now, you may be wondering how you can double your ad spend with 100 percent
ROI. You can do so by practicing a technique called ―shifting,‖ in which you
optimize your keyword bids by spending less money on your lower-converting
keywords and more on your higher-converting ones. We cover this technique in
greater detail in the PPC Classroom course on bid optimization strategies.
Now you may be disappointed that you won’t see a lot of money while you're ramping up your
ad spend month after month. But it’s not forever.
Here’s when you start seeing the money:
Once your ad spend levels off.
Or ,once you build enough credit on your Amex card to float all the
charges for an entire month and not pay it off until you get your
affiliate commissions in your bank account.
In the next lesson, we’ll show you a handy tool that, with just a few mouse
clicks, will allow you to project profits for periods of 30 days and an entire year.
Projecting Your Profits
For this lesson, we’ve created an effective spreadsheet that can help you project your profits.
You can enter any conversion rate, average CPC, affiliate payout, or even an ROI, and this
spreadsheet will calculate projected profits for a 30-day and 1-year period.
You can download the spreadsheet here: Profit Projection Spreadsheet
The following video walks you through using this spreadsheet.
Video Lesson: Profit Projection
Purchasing any keyword tool is
a personal decision based on
your budget and needs. We all
have a tendency to "buy first and ask questions later.‖ The tools and guidelines recommended in
this lesson uses criteria for buying keyword tools based on your affiliate experience level.
Recommended Beginner PPC Tools
For most beginners, it's best to start off with the free Google Keyword Tool, in
conjunction with some of the Microsoft tools.
Google Keyword Tool
Google's Keyword Tool is good for building an initial keyword list. It does a good job of going
both broad and deep in your keyword research. While Google will not tell you what keywords are
best at converting, you’ll still gain some insight into what keywords are effective by looking at
the advertiser competition.
The Keyword Tool can be used throughout all affiliate stages, from newbie to advanced PPC
marketer, but is highly recommended for beginning PPC marketers.
Microsoft adCenter Labs
Microsoft's tools are also ideal for beginning PPC marketers. Using tools such as the
Demographic Prediction and Commercial Intent Detection, you can gain useful insights into the
market that you will be pursuing.
These tools are also recommended because they are relatively easy to understand and use, and
best of all, they are free.
Intermediate PPC Tools
Google Search and Website Analysis Tool
As you progress through your natural evolution as a PPC marketer, you’ll be generating some
sales, or at the very least finding niches with large amounts of traffic and keywords.
At this point, you’ll also be getting a handle on how to use Google AdWords
Editor, and you’ll have become more comfortable with buying traffic.
Now’s the time to look at expanding your keyword lists with Google's search and
content tools. The Search-based Keyword Tool generates keyword ideas based on
your actual website. It gives you more data for each keyword, such as suggested
bids that you can use to try and get into the top three ad positions. It can also
suggest keywords that you may want to add to your AdWords account.
Advanced PPC Tools
You know you're ready for a tool like KeywordSpy when you have at least one profitable
campaign, perhaps a team or a system in place for website development, and are very
knowledgeable about PPC.
Of course, you can always purchase KeywordSpy sooner, but you'll really get your money's
worth when you've already got some PPC experience under your belt.
One of Keyword Spy's biggest strengths is the ability to analyze a niche
in depth. Also, compared to many other tools, it seems to generate the
largest keyword lists. And, if you're a ClickBank affiliate, this tool returns
the best data on your ClickBank competitors by far!
Decision to Buy
Most of the time, deciding on a
paid keyword research tool, or
any other research or
productivity tool, is a pretty
But when you're new to PPC, or if you're at that in-between stage when the profits are just
starting to flow, you need a little more guidance.
We created a spreadsheet in Excel that you can use to help you decide
what tools you need now and whether or not it's a good idea to invest
your hard-earned profits in PPC tools. You can download it here: When
to Use Tools
Video Lesson: When to Use
Decision Charts for Purchasing Additional Tools
Below are some "buying decision charts" that you may also find helpful. Use these as models to
sketch out your own personal "pros and cons" when you're thinking about buying any kind of
The “Don't Buy” Decision Chart
Here’s a scenario where you’d probably decide against buying a PPC tool. This
assumes that you have a brand new Google account, you’ve not yet begun any
campaigns, are fairly new to PPC, and you’re unfamiliar with AdWords Editor.
These are specific "cons" that weigh against the pros of having access to a
development team to build sites, and having a day job for funding your PPC efforts.
For this scenario, it’s probably best not to buy additional keyword tools.
The "Maybe Buy" Decision Chart
Here is another scenario where you might consider buying a keyword tool. The following chart
shows the affiliate is new to PPC and unfamiliar with AdWords Editor. But this same affiliate has
managed to create a successful campaign and has a good web development team in place.
You can see there are two negatives and two positives. In this scenario, it's really a personal
decision and not an emotional decision to buy a keyword tool, after weighing the positives and
The "Definitely Buy" Decision Chart
Finally, here's a straightforward scenario in which you should definitely buy the keyword tool.
The chart shows a successful campaign, a good web development team, and some funding. It's
only logical to reinvest some profits into a keyword tool that could potentially help you scale
your business higher.
Before you move on to the quiz,
let’s take a few moments to review
some of the most important
information in this course.
Google’s keyword tools are not
only free, but very useful for keyword research, whether you’re a beginner to PPC or not. The
Google Keyword Tool will help you find new keywords for your campaigns, and the Search-based
Tool is excellent for finding broad keywords in a niche you’re unfamiliar with — or for a new offer
Microsoft adCenter has excellent tools — again, free — that will give you an idea of the
demographics and commercial intent of a given keyword. This tool is good for both the
beginner and the more advanced PPC advertiser doing market research.
Many affiliates consider KeywordSpy to be the best competitor research tool available.
It’s not free, but if you’re a PPC advertiser with intermediate-to-advanced experience,
you’ll find that KeywordSpy can help you expand your business up a level, faster.
Use the Google Keyword Tool to build lists based on AdWords match types.
A tool like KeywordSpy can show you exactly who your competition is, and also what the
top affiliates are doing
Use the tools in Microsoft adCenter to find a hot niche or product/
If you can, open a gold American Express account to help you manage your advertising
__Set aside some time to practice using and getting familiar with Google’s
__Start with the Google Keyword Tool to find related keywords to add to your
__Use the Google Search-based keyword tool to find keywords that match a
competitor’s website — or your own.
__If you are starting in a new niche or with a new offer, use the Google Keyword Tool, content-
based feaure to create a broad keyword list.
__Once you have your keywords, go to Microsoft adCenter to use their tools to see what the
user demographic is and the potential commercial potential your keywords have.
__Use the keyword tool decision charts or the Excel spreadsheet tool to see if you’re ready to
buy additional keyword tools.
__Open an American Express Gold charge card account to help you manage your cash flow.
__When you've advanced to the point where you want to expand your business, buy a tool such