25 January, 2009 by Categories :
PPC Classroom 2.0
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PPC Classroom 2.0 – module 2 review

This is now the second of 9 reviews of ppc classroom 2.0 and this second module is called “Keyword reseach – building a killer profit pulling keyword list”.

Straight from the beginning, there is an important concept to grasp regarding keyword research which is the number one reason most people fail with adwords and that is deep keyword lists vs broad keyword lists. This is explained below in an excerpt from ppc classroom module 2.0:

To illustrate this critical mistake, let me walk you through a simple example.
Back when I was a newbie I decided to promote a spyware remover offer from ClickBank. I cracked open my Wordtracker.com account and typed “spyware” in the search box.
I downloaded a total of around 500 keywords, which I believed would get the most traffic based on Wordtracker’s search volume estimates.Now, I thought to myself: “Okay, I’m going to create a super-targeted AdWords campaign. That way I’ll have an advantage over most other affiliates so I can make big profits in this market.”

I then proceeded to spend several hours painstakingly creating targeted ad groups for this spyware campaign. I separated all the “spyware remover,” “spyware download,” “spyware cleaner,” and other search terms into separate ad groups with tightly targeted Google ad copy.
Lo and behold, my ad was on the bottom of page 2. I barely got any traffic, at $0.50 a click!
So I increased my bid and started receiving more traffic. However, based on my conversion rate and the amount I was paying per click, I was losing money like crazy, so I paused my campaign.
At the time I concluded that the spyware market was “saturated” and I moved on. Does this sound familiar?
So here’s my question to you: Was “market saturation” the real reason my campaign failed? No. The reason my campaign failed is because I made that ONE mistake I talked about earlier.

The mistake was with how I did my keyword research. The spyware keyword list that I dug with Wordtracker was a Deep Keyword List. Every single keyword in my list had the same root keyword, “spyware,” in it. Finding longer phrase variations of one root keyword (in this case,
spyware) is what I call going deep. When you go deep, you dig down to find all the different ways people are searching with the word “spyware” in their search phrase.
But there’s a fatal problem with these deep keyword lists…

When someone is looking to remove spyware from their computer, they may type in a search term that doesn’t have the word “spyware” in it at all.

Think about this for a minute. What other terms might they type in besides “spyware”?
For starters, there are different types/names of spyware: trojan, dialer, keylogger, malware, adware, browser hijacker, worm, backdoor, etc. There are also, literally, thousands of different spyware agents and rogue programs, such as w32.

Given that, someone looking to remove spyware from their computer may be typing these terms into Google:

Remove trojan
Delete worm
Destroy keylogger
Erase w32

As you can see, someone who searches for spyware removal in this case may not necessarily use the keyword “spyware.”
If I were to launch an affiliate campaign in the spyware market again, I would start out with a keyword list that looks more like this:

delete adware
delete backdoor
delete browser hijacker
destroy dialer
destroy keylogger
destroy malware
destroy spyware
destroy toolbar
find adware
find backdoor

This is what I call a BROAD keyword list. Putting together a broad keyword list like the one above is what I call “going wide.”

A broad keyword list contains a diverse array of related, more specific, and lateral keywords. These keywords may include:

– Synonymous keywords (malware, adware)
– More specific terms and names (Trojan, browser hijacker, etc)
– Specific lists of terms (names of all the different spyware agents and rogue
programs out there, such as w32 etc.).

And this is just the beginning of ppc classroom 2.0 module 2. It then goes into talking about the keywrod tools you should use and believe it or not the main one to use is free and the other one is a must have so you can spy on your competitors keywords which gives you a great advantage in building a keyword list without all the heartache and testing.

I am very impressed with module 2’s content as it really shows where most people including myself beforehand were going wrong with keyword research. Broad keyword lists are the key and start using your lateal thoughts to generate keywords rather than going deep straight away – oh and by the way, the free ppc keyword tool that is recommended to use is made by none other than the owner of AdWords if you know what I mean!!!!!
Would love to hear your comments on pcc classroom 2.0 if you already have bought it or please ask me any questions you have and I will be happy to answer them. For now, head on over to ppc classroom 2.0 to sign up to be notified when they reopen starting with the relaunch from Febuary 1st.

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