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OK, the title of this post is completely oversimplified. BUT you get the idea. The Super Affiliate Strategies session (Day 3) at ASW had a lot of discussion around PPC, which got my mind spinning. In internet marketing, you’ve got to do as Nike says…

Anyway, when “doing” PPC, make sure to test all of your options, if for nothing more than to know if something doesn’t work. Here are some tips off the top of my head as I sit here lacking sleep, reflecting on ASW.

Go Through the Google Learning Center

You don’t need a Google AdWords Pro badge to prove you know PPC. (Which reminds me I need to put up mine.) However, the Learning Center will provide you with the basics you need to build a well-structured campaign in Google or any of the other major search engines. It’s the principles of building a solid campaign that matter.

Don’t Always Try to Be First

One of the most important things to keep in mind in paid search is whether or not your campaigns are earning a positive return. If your ad is in the top spot and losing money, but makes money in spot 3, what do you think you should do?

But Doesn’t Spot 3 Mean Less Clicks (or a Lower Click-Through-Rate?)

Yes. Remember, the top spot may garner more unqualified clicks just because it’s the first listing, driving up your CTR (costs) and lowering your conversion rate. That’s not a good thing, especially if you’re trying to be cost-conservative, or if you’re running a direct response (conversion-driven) campaign. Unless your ad really stinks or is completely irrelevant, you should still be able to get a decent CTR at spot 3. This is regarding search listings, not content listings. CTR has no bearing on those.

Use Google’s Website Optimizer

For multi-variate testing. It might not be because you’re getting unqualified clicks that you’re not converting — it could be that your landing page is really bad. The Website Optimizer will help you determine which sections of your landing page perform better by allowing you to rotate different variations of the different sections, and measure overall performance.

Spend Some Money

You won’t have any data unless you test some campaigns. And if your keyword’s minimum CPC is between $0.40 and $10.00, keep optimizing until you get it under $0.10. [Note: minimum CPC bid does not mean you will pay that amount. It is the lowest you can bid while still making it possible to be listed in the paid search listings.]

Do Your Math and Know Your Numbers

If you’re not good at algebra, you’ll have to get good. PPC involves a lot of calculating. Know your basic formulas and you’re good. Memorize them forward and backward. You should be able to do estimated calculations in your head. If not, I suppose you can use your calculator

What is your max CPA? Your max CPC? For newsletters, your average subscriber value? Etc… You will be able to keep optimizing your campaigns when you know these numbers. Remember, you can always do better, make more money, spend less per action, increase conversion rate, and so on and so forth. Maybe this is why online marketers don’t sleep…

Test All Your Options

When it comes down to it, test it all until you find what works. Keep doing what works and stop doing whatever doesn’t work. Wonder what day-parting will do to your campaigns and your traffic? Try it and find out. But monitor your changes. What will replacing a “.” with a “!” in your ad copy do? Test it and see. Just remember to monitor the changes you make and if something doesn’t work, revert back to the previous step.

The PPC mantra is much like SEO. Test. Measure. Tweak. Repeat.

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