Archive forPPC

Getting Related Terms from Google

One of the most important activities to undertake when starting to think about SEO or PPC is keyword research. One important step to do is coming up with a list of related keywords. If you start a site about mortgages, what other related keywords are there? Wouldn’t it be nice to know what keywords Google’s algorithm’s thought were related? I went to a Google AdWords Seminar last week (taught by Brad Geddes from bgTheory) where I learned a cool new technique for this.

Do a search for anything related to your keyword in Google (using the ~ operator) while also using the keyword as a negative term in the search (using the – operator). Then look for any bolded words in the results. These bolded words are what Google considers related. To get even more words, run the search again using all of the words you found as negative keywords.

So for example, if you want to find any words related to “mortgage” use the following search:

~mortgage -mortgage

When you run this you will notice that the words “finance”, “refinance”, “lending” and “bank” are are bolded. So Google considers these words related to “mortgage”. Now run the search again using the new words as negative keywords, like this:

~mortgage -mortgage -finance -refinance -lending -bank

This results in some new related words: “financial”, “interest” and “corp”. You can keep adding these to the negative keyword list until Google stops finding words.

You now have a new list of words that you might consider as keywords in a PPC campaign or for using as keywords in SEO.

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Starting a PPC Campaign

I have dabbled in using PPC advertising to drive traffic to my sites, but now I am getting ready to do it for real. This will be for the main site that makes money for us. 75% of that revenue comes from a single affiliate program. About another 20% comes from AdSense, and the remaining 5% comes from other affiliate programs.

I have been doing some reading about PPC and here is the plan I have come up with.

Set Up Tracking
I currently use Google Analytics for my stats. I am adding goals to keep track of affiliate clicks, AdSense click and email list sign ups. I am also adding code to modify the URLs of the affiliate links when the user has come from a PPC ad so I can see which sales are actually from the PPC campaign.

Keyword Research
I’ll start by creating a keyword list for a single product. (All the product are similar, so it should easy to extend the list to other product.)

Here are some sources for keyword research I have come across. I’ve played with most of these before, but this will be the first time I will use them seriously.

I plan to go mostly for mid to long tail keywords to begin with. Once I have a list I will group them into related keywords. Each group of keywords will be used for a different campaign.

Create Landing Pages
For each group of keywords I want to come up with at least 2 initial landing pages for with significant differences on them to do A/B testing.

Setting up Campaign
I’ll set up the campaigns in AdWords. I’ll need to come up with ad variations for each campaign to test out the effectiveness of the ads.

Monitoring and Tweaking
Now its time to monitor everything. Which campaigns are getting the best ROI? Which specific ads do best? Which landing pages get the best conversions? Based on the results, I’ll start tweaking things.

Finally, I can start the whole process over again for each different product.

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