On 30/03/2009, at 9:13 PM, Audra wrote:
Hi Cameron,
I will do a lot more research on WMI and the M2 level whilst I am
away. I will be recording lots of stuff on my MP3 player and taking
some notes whilst I’m lazing on the deck chair by the pool!
This may be a difficult question to answer – but what sort of budget
should I look at when I start PPC. I’m trying to map out a bit of a
plan of action.
Thanks – Audra
On 30/03/2009, at 10:13 PM, Cameron wrote:
Hi Audra, great question re budget. I’ll give you a couple of tips.
You will hear these from the Urban Cowgirl. I suggest you listen to
all of her stuff that’s in the back-office. She’s also got her own
website theurbancowgirl.com. Make sure you start listening at the
basic info and work your way up.
Now here’s some tips. Keep these up your sleeve until you’re ready to
go. Don’t worry if it doesn’t make sense yet. It will after you get an overall
grip on everything.
1. Start small, say $25 a day. Why? Save money. More money won’t make it work better.
2. Only run the campaign in the USA (for starters). Why? The less variables the better.
3. Only run the campaign on these days, in order of priority …
Tuesday, Monday, Wednesday and Thursday. Why? These seem to be the most responsive days.
So if you can afford $100 a week I’d run it $33 a day Mon-Wed.
If you can afford $40 a week, run it only on Monday.
If you can afford $200 a week run it $50 a day Mon-Thursday.
Why? The reason is because you get more serious clickers on Monday-
Thursday. I’ve found Monday and Tuesday especially good. This is
because people have Monday-itis and they are p’d off and looking for
something different. Sound familiar?
.
4. Only run the ads from, say, 6am-midnight. Why? After midnight is crappy
traffic. You get a lot of looky-loos.
You can alter these settings in “campaign settings”.
5. The good news is it’s important to start small and build your
campaigns up. Why? A Google campaign in its infancy is like a little bonzai
tree. You have to water it and fertilize it and weed it and prune off
the stuff that’s not working. You have to tend to it regularly and at
short intervals, to make sure it doesn’t get away from you.
Generally things will happen very slowly. If things are going too
slowly (eg low click through rate) then you change the ad and see if
you can keep the CTR above 1%.
6. If you use the Coffee House Letter and the following ad, you will
almost certainly have a CTR above 1% …
I Left Herbalife
After I Read The CoffeeHouse Letter
And Found A Lucrative Alternative.
www.YourWebsite.com
or
I Struggled at Herbalife
Then I Read The Coffee House Letter
And Found A Lucrative Alternative.
www.YourWebsite.com
Keywords: herbalife, herbal life, herbalife com, www herbalife, etc etc.
But make sure you bunch these keywords in their own single adgroups
with all match types. Or another suggestion is just [exact] and “phrase”.
That is don’t necessarily use broadmatch. Some people (including David Schwind) suggest
this because it negates, to a large extent, the need for -negtive keywords.
Gives more exact results.
For example.
Herbalife AdGroup:
“herbalife”
[herbalife]
Herbal Life AdGroup:
“herbal Life”
[herbal Life]
7. Don’t put a whole bunch of non-related keywords all in the same
group.
eg: Don’t do this … Herbal Life AdGroup:
MLM
home based business
herbal life
[herbalife]
Each of the above should be in their own ad group, for search. Why? Easier to manage, more specific and measurable results. Simpler for Google to find your keywords and “know” what you want.
8. Bid $1.01 or more early on (Herbalife is an expensive word. Other MLM’s
are a lot cheaper). You can try other MLM companies with the same ad
but just change the keyword.
For example …
I Struggled at Monavie
Then I Read The Coffee House Letter
And Found A Lucrative Alternative.
www.YourWebsite.com
9. You can bid a little higher early. Why? That’s so you get a high ad position
1-3. That way you get more lazy clickers. People who are a bit
click-happy. But that’s okay because in the early days what you are
trying to do is prove to Google that your ad and page are “relevant”
to the searchers. High CTR (click through rate) is basically what
Google is looking for. Once you get a high CTR (and 1000 impressions)
Google says … “cool you’ve got a good ad that is liked by our
searchers. You have passed the test. Here are the keys to the
kingdom”. And they will generally give you more traffic for less. Then
you can drop your bid and drop your ad down to positions 4-7 and still
get excellent traffic but with cheaper bids.
10. Oh and one more sneaky trick. Herbalife is a trademark so you can
use HerbaIife with a capital “i” for the L in HerbaLife. This is so you
trick their spell checker. It thinks the word is Herbaiife. This trademark
stuff applies mostly in the USA.
best wishes, Cameron.
