How to Properly Setup an Adwords Campaign…Part III

If you’ve been following Part I & Part II at this point you should have :

1. A Keyword list broken into different categories or themes
2. 2 Ads (just the body copy) for each category of keywords
3. Your Google Conversion Tracking code on the thank you page of the affiliate offer

The next step is to use EfficientPPC to quickly setup your campaign.

Before I talk about the how, I want to talk about the why – which is just as important.

As I mentioned before, here how your campaign structure will look like once we’re done building your campaign with EfficientPPC :

1. One Unique Keyword per Adgroup – broad, phrase, and exact match types of one keyword
2. One Campaign per Keyword Category – with a different landing page for each category
3. 2 Ads per Adgroup – with the keyword in the headline

So why do I structure my campaigns this way? There’s a bunch of reasons :

1. Adwords highly rewards you for relevancy, and by structuring your campaign to have one keyoword PER adgroup and the keyword in the headline, you’re super relevant right off the bat. Just by structuring your campaign this way your quality score will immediately go up vs the alternative of throwing 20-50 keywords per adgroup.
2. By having a seperate landing page for each keyword category you are, again, giving your quality score a big boost. Google’s algo checks to see how relevant your keywords are to the theme of the content on your landing page.
3. Building a seperate campaign for each keyword category allows you to quickly glance at your campaign stats and immediately see which keyword categories are producing the most sales and conversions – so you know where to focus your efforts. This is the 20/80 principle in action. Don’t ignore this step, it’s VERY important.
4. 2 Ads per Adgroup – This will set you up so you can immediately start split testing your ads for maximum CTR. Once you start finding winner, replace the losing ads with another ad and continue to test. NEVER stop testing, this is the KEY to long term success!

BUILDING YOUR CAMPAIGN WITH EFFICIENT PPC

We’re going to use dog training for this example.

The first step is to setup a keyword token list for each keyword category, be sure to appropriately label each list :

As you make and save each keyword list (one for each category) you should see them appear on the sidebar :

Just as a simple example I’ve setup two keyword categories for our example : Dog – General and House Training

The second step is to setup your adgroup structure and bid prices :

Don’t worry about the destination url on this part, that’s only if your want to specify a unique destination url for each keyword.

Also, notice how I set the broad match bid 33% lower than the phrase and exact match bid. I always set my broad match bid 25%-33% lower, since it usually doesn’t convert as well as phrase or exact match.

Third step is to write your ads :

To put your keyword in the headline use : {Result: Default Headline} where ‘Default Headline’ is the headline to use if your keyword is above 25 characters. The capital R in Result will capitalize the first letter of each word in your headline.

I only wrote one ad for this example, be sure to ALWAYS write two!

Next Step is to duplicate this first campaign and just change the name and the keyword list to create the campaign for the second keyword segment, House Training.

The next step is to edit the ads for your second campaign so they correspond to the two unique body copies you made for the second keyword segment (remember? I talked about writing 2 unique body copies for each keyword segment).

The last step is to create your campaign and upload it into Adwords editor!

Yes, it’s REALLY that easy.

Few last points:

1. Set your campaign daily budget to something within your risk tolerance, which could be anywhere between $25-$200. I set my daily budget at $200 when I first launch a campaign. After I let it run a day and am confident that 1) it converts and 2) I won’t get a flood of targeted traffic, I increase the daily budget to $1000 or higher.
2. Turn off the content network, if you want to test the content network make a duplicate campaign using EfficientPPC and add -Content to the campaign name. Set this campaign for content network traffic only. I also recommend lowering the bid on the content campaign by at least 25%.
3. Countries : For offers that work worldwide DO NOT turn on all countries. Outside of the US I would add the following countries ONLY : Canada, UK, New Zealand, and Australia.

By properly setting up your Adwords campaign, you’ve laid a SOLID foundation – which in my opinion is the MOST IMPORTANT PART. You’ve now dramatically increased your chances of success, now all you have to do if find an affiliate offer that consistently converts and optimize it for profitability.