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本帖最后由 几何黑店 于 2011-5-24 12:39 编辑
Module 13 PDF
Welcome to module 13! This module is all about setting up low cost Pay Per Click (PPC) campaigns to bring in even more money. If you want to see results from your site right away, this is the method you’ll want to go with while you wait for your site to rank! I use Google’s Adwords for this style of site.
(Note: Please See Screenshots of the campaign in Adwords below)
First, I want to explain my philosophy about using PPC for these mini product-based sites.
Your Ad, Keywords, and Landing Page (your site) Need to be Highly Relevant
It’s all about relevancy!
- Your keywords are going to be highly relevant
- Your Ad is going to be highly relevant
- Your Landing page is going to be highly relevant
Think about it this way…
Would your conversions be higher if:
a) You sent your ads based on product X to a landing page about product X
or
b) You sent your ads about product X to a general page about products W, X, Y, and Z?
You guessed it! If you send your ads based on your product to a page that is related to your product, and only your product, your conversions are going to increase. That’s why it’s so important to keep things tightly related.
Your “Landing Page’ Is Your HomePage, in This Case
So, I’m going to be sending traffic to you landing page, which happens to be my homepage.
http://gr-4ngriddle.com/
Use Exact Match Keywords
My keywords are going to be:
[GR-4N griddler]
[Cuisinart GR-4N griddle sale]
[Cuisinart GR-4N griddler]
[Buy Cuisinart GR-4N griddler]
[GR-4N Griddler on sale]
[GR-4N]
[Cuisinart GR-4N]
Notice the brackets around my keywords — that means I want Adwords to only display my ad for these exact terms and nothing else. Leave it at exact match until you’ve tested and determined your ad is a winner.
The Ad I’m Going to Test Is…
The first ad I’m going to test is going to be:
Get the GR-4N Griddler for Less!
Free Shipping on the GR-4N Griddler
49% Off, Order the GR-4N Today
http://GR-4NGriddle.com/Sale
There are a couple of important points about this ad. As you can see, I’ve included my keyword, or parts of my keyword on every single line. This is important, because it will catch the eye of people who are searching Google for your product.
I’ve also included text that sets my ad apart from others on the page. I mention getting free shipping and the percentage off. I also give a call to action by saying “order today.”
Note that in my display URL I have added /Sale. This is not an actual page on my site, but it allows me one more way to demonstrate that I (through Amazon) have a great sale price. This can increase click throughs.
Another important point is that it’s very clear my ad is for those who want to buy this product. You do NOT want people to click through your ad just to click through your ad. That’s going to cost you money unnecessarily. You want people who are interested in buying this product to click on your ad. You’ll find that your conversion rates are very high if you follow this method.
Most importantly, you’re not focusing on a bunch of related keywords that may or may not convert for you. At these early stages (you can certainly test and add more later on) you’re only trying those that are most likely to be winners for you. This cuts down on your costs and helps you earn money, fast.
You won’t get as many clicks and displays as you would if you were focusing on more general keywords (for instance, if I added keywords like “griddle” it would be very untargeted). But, your traffic will be far, far better.
If you do this correctly, your bids will generally be very low (unless you’ve chosen an extremely competitive product where there are a lot of Adwords advertisers). I’m talking 5-10 cents per click! You can make some excellent commissions without spending a fortune to do so.
Remember to set your daily budget at a level you are comfortable with. You can increase it later, at your discretion.
Things to Monitor
As you run your ad, monitor:
- Whether it’s being shown — check its impressions
- Your click-through rate (if it’s super-low, you may want to tweak and test your ad)
- Whether you are making sales (remember, Amazon doesn’t report sales on the same day you’re running the ad. So, proceed with caution the first few days until you’re sure you’re going to make more money than you are spending
If your ad is not being show, try adding more keywords. If it’s not being shown because you’re not bidding enough, consider whether you want to increase your bid price.
Pay Per Click can be a lot of fun, though a lot of people find it intimidating — but it really doesn’t have to be. That is especially true if you use the right method!
Screenshots of my setup:
My Ad Now Appears!
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发表于 2011-5-24 12:37:24
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