The "Magical Formula" to PPC Success

In PPC, you are handsomely rewarded for helping people to find what they are looking for. If you want to be successful in PPC – keep that in mind.

When you fail to satisfy your visitor (ie. your campaigns suck and you are going broke), it’s usually because:

1) Your ad promised something that you didn’t have (ie. you used the keyword as the title of your ad, which was inaccurate)

2) You failed to provide visitors with the information they were searching for (ie. poor or untargeted landing page/post click experience)

3) They are confused. They don’t know who you are or why they are on your website (ie. your ad or landing page was misleading or confusing).

4) They are not ready to take action or buy (ie. you targeted someone at the wrong stage of the buying cycle)

5) Your offer sucks.

These are common problems to every PPC campaigns. You can learn to reduce these errors by:

1) Have an outsourced person from the Philippines write custom ad titles for every keyword

Use 1 to 3 keywords per ad group. Do not use the keyword as the Title of your ad (yes, I used to advocate the “keyword as the ad title” approach when launching a campaign, but I’ve realized this is lazy and undermines your success).

2) Test multiple versions of your landing page.

Don’t be afraid to have your designer create 3 different landing pages right off the bat.

Start collecting split test data the second you launch your campaign. Make sure to have 2 ads in each ad group.

Make sure Google analytics is installed AND GOAL TRACKING IS IN PLACE**. Don’t wait until after you launch your PPC campaign to do this stuff or you will be losing valuable information.

3) Provide custom copy on each landing page for all high volume keywords (this is the future of PPC/affiliate marketing).

Custom copy means a unique headline and intro body copy. Dynamic keyword insertion on your landing page is not enough.

3) Make sure you start your campaigns (and focus your time) on keywords that are highly relevant to the product/service you are promoting.

For example, if you are promoting a product on weight loss, it’s not necessarily a good idea to advertise on “recipe” keywords (ie. ‘chicken recipe’).

I suggest starting with 1000 to 5000 highly relevant, directly related keywords.

These are the top 20% of keywords in your niche which get 80% of the traffic as determined by the Google Traffic Estimator.

Once you get these keywords converting, expand outwards to cover a broader (less relevant) keyword base to see how it converts.

4) If you are an affiliate, split test your offer.

You can do this by rotating the offer on your landing page evenly, so that you are split testing the same offer across different affiliate networks. Or you can rotate in very similar offers.

Anyway, following these simple rules will improve your PPC success rate by 50% or more.

8 Responses to “The "Magical Formula" to PPC Success”

  1. Marc Says:

    Hi Josh,

    Would you say that you make most of your money on adwords search or content?
    Also, do you promote actual products, or do you promote mainly ebooks and things like acai berry etc.

    thanks ,
    Marc

  2. Juice Says:

    he revealed some of those answers in interview with Andrew.

    outsourcing, relevant, targeted, testing, etc…… so much work involved

  3. RvG Says:

    Great post – concise and boiled down to what really matters

  4. Ad Hustler Says:

    Good stuff here. It’s amazing how many people do search and don’t really understand the reason that people are searching in the first place. Help a user FIND what they are looking for and you will be handsomely rewarded.

  5. Mary Green Says:

    Wow Josh, this is great stuff. Im really impressed. Thanks so much for sharing. I opted into your lists as well. I really enjoyed the bit about writing custom headlines for each keyword. Oh, and the information about why we fail. Do you have anything about choosing CPA offers to promote?

  6. Jake Says:

    Hi Josh,

    I found your blog from one of your posts in ppc-coach. Would you mind sharing with me some your outsource contacts in the Philippnes? I’m just starting out in ppc but I do see the need to scale my campaigns in the future. Thanks.

  7. Ron Says:

    ..”1) Have an outsourced person from the Philippines write custom ad titles for every keyword

    Use 1 to 3 keywords per ad group. Do not use the keyword as the Title of your ad (yes, I used to advocate the “keyword as the ad title” approach when launching a campaign, but I’ve realized this is lazy and undermines your success).”…..

    This is what Amit Mehta does with his spreadsheet in PPC Classroom 2. Could you go into more detail on your reason here. You say it undermines.

    Thanks

    Ron

  8. Ron Says:

    Josh,

    Oops disregard my last comment. I think Amit made the Adgroup name the same as the keyword.
    Sorry about that. But could you still go into more detail?

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