27 January, 2009 by Categories :
PPC Classroom 2.0
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PPC Classroom 2.0 – module 4 review – part 1

This is now the fourth of 9 reviews of ppc classroom 2.0 and fourth module is called “How to Set Up Your AdWords Campaign Properly“.

This is where the meat of ppc classroom 2.0 begins and I like it. It is an extensive module covering all the steps on how to set-up your adwords campaign. I have split this post into two as there is a lot of material to cover.

Filtering keywords and negative keywords

Module 4 starts off discussing filtering your keywords and negative keywords which eliminates a lot of wasted adwords spend and helps your click through rate which in turn helps your quality. Negative keywords is critical and you should spend as much time on this as your main keyword list.

Segmenting keywords

The module then moves onto segmenting your keyword list which helps you with your upcoming creation of your ad groups. What I like about this is really how important going broad rather than deep is first. you are given advice in how to do your segmentation with examples and the use of one particular tool to do the segmentation

Structuring your adwords campaign

This is the key to successful pay per click and is where you set-up your campaigns with the whole method aiming to be one keyword per one ad group per segment. The reason is as follows:

The key to success with PPC is to be as granular and as relevant as possible. The more tightly you can target your keywords to your ad and landing page the better.
Here’s how being super relevant and granular with your AdWords campaign will benefit you:
Your CTR will be higher. Going back to the Inhabitliving.com example, if someone types in “modern feather pillows” and sees an ad about “modern feather pillows,” then they’re more likely to click on it then a generic ad about bedroom accessories.
Your conversion rate will be higher. Think about it. If you’re searching for “modern pillows,” you see an ad for “modern pillows,” and you’re then taken to a page about “modern pillows,” will you be more likely to buy than if you were just taken to the home page of inhabitliving.com from a completely generic ad that didn’t even mention modern pillows??
Your Quality Score will be higher. If your ad is tightly related to your keywords (keyword in the headline), and your landing page theme is related to your keywords, then you’ll get an excellent Google Quality Score right off the bat.

Now you may be thinking: “Amit, this sounds great. BUT it also sounds like an impossible amount of work to setup one keyword per ad group and two unique ads per ad group. What gives?”
That’s a great point; if you did this manually through the AdWords GUI, then it would take you a good few weeks to set up even a modest campaign.

However, later I’m going to show you an automated way in which you can set up a highly targeted, one-keyword-per-ad-group campaign in a matter of 20-30 minutes, whether your campaign has 200 keywords or 20,000 keywords…

Google Adwords Ad Creation

Continuing this module you go into detail about writing ads and learning the key tips to writing successful ads – what phrases to use, what you should not do and some very good examples of effective ads. In fact one of the bonuses you get is 101 successful ads which is excellent to give you ideas.
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 to sign up to be notified when they reopen starting with the relaunch from February 1st.

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