Hi Adriana, I was just reading your blog post about how to Make Money With Adwords, and have a few questions for you...
It's been years since I ran campaigns on Google Adwords (pay-per-click advertising) but I've taken a renewed interest in it. In your post, you talk about Quality Score. This is new since the last time I ran campaigns. Can you explain what it is, and how it's calculated?
For this one, I couldn't say it any better than Google itself, so here is their definition:
The AdWords system calculates a 'Quality Score' for each of your keywords. It looks at a variety of factors to measure how relevant your keyword is to your ad text and to a user's search query. A keyword's Quality Score updates frequently and is closely related to its performance.
In general, a high Quality Score means that your keyword will trigger ads in a higher position and at a lower cost-per-click (CPC).
In addition to the Quality Score of the merchant's landing page, if you're promoting a direct affiliate link, you need a good Quality Score on your own landing pages if you're sending traffic to your own domain first, right?
Any tips for creating a good affiliate landing page that will get a good Quality Score?
Absolutely. Creating a good affiliate landing page is all about quality, relevancy, value and user experience. As long as your pages provide good content, which will eventually impress your visitor to take action, you are on your way to a good Quality Score.
Most people want to write a couple short paragraphs and give an affiliate link: that that won't cut it most of the time. One of the best ways to create a great landing page is to involve your visitor with a well crafted "story" that uses your keywords and involves them emotionally.
The link(s) on your landing page need to take your visitor to a page that's closely related to the keyword/key phrase they entered through. And of course, an easy and explicit navigation that takes your visitor straight to the item they were searching for helps too.
Don't forget to include a link to your privacy policy.
I like that you discussed price points in your blog post. While higher price points bring larger affiliate commissions, I used to choose some of the "low hanging fruit" or lower priced products/offers - and some of those had great conversion rates.
I had one campaign years ago that offered an 80c payout but it converted at over 30% so it was a nice little profit-maker.
Is there a minimum that you work with, or do you analyze campaigns on a case-by-case basis?
That's right: some of the low hanging fruit will give you success much easier, since your key phrase is more targeted, the cost is lower, and not everyone bothers with them.
With that said, I usually try to look for products that will give me a commission of $10 or more. The work involved in starting a campaign is the same regardless of how much or how little you'll make, so I might as well shoot for larger commissions.
In the mean time, I don't shy away from promoting a lower priced offer, if I think it will convert well.
What are some of the first things you do when you notice a campaign tanking, or not turning a profit? Do you immediately give up on it, or are there other things you try or test before quitting?
It depends: if I had 300 clicks for that campaign and no conversion, I usually give it up. But, if I made a sale in the first 300 clicks, I'll try and see how I can improve it.
For example if I see a lot of clicks for a certain keyword, but no sales, I'll pause that keyword and let the campaign run.
If a campaign has been doing well, and all of a sudden tanks, I'll immediately look at the merchant's page where I am sending traffic. More than likely, the merchant removed the page, or made another change (like add AdSense or other advertising), and that's the reason for the "tank".
I used to track my campaigns VERY closely - even with a daily budget set up. Do you turn your new campaigns off if you're going to be away from the computer for the day, or even while you're sleeping?
I try to stay away from starting new campaigns at night, since for the first few hours I keep a close eye on all my campaigns.
But if the campaign has been online for a few days and it's somewhat predictable, I don't turn it off. If the campaign has been online for a while, and I know what to expect, I don't worry about it even when I go on vacation.
But, if you are worried, you can either stop it completely, or you can schedule when to turn it on and off. Google has an ad scheduling feature, where you can schedule when you want your ads to run.
Thanks, Adriana - very helpful! 😀
Be sure to read Adriana's original blog post on how to make money with Adwords, and feel free to leave her questions about PPC below in the comment section.
Best,
p.s. Perry Marshall has a brand new 2010 Edition of the Definitive Guide to Google Adwords. He has long been THE authority on mastering Adwords with higher CTR and conversion rates. A wise investment if you're considering PPC advertising, and a guide I'll be studying again myself before I dive back in with my campaigns. 😉
About Lynn Terry
Monitoring is definitely key for PPC!
I once ran a campaign that was doing nicely and then suddenly nothing. Upon checking the merchant's page, I discovered they'd materially changed the offer in a way that made it virtually unsellable!
I also used Perry Marshall's book right from the very start from setting up my GA account and every step thereafter. In a medium that can run up costs quickly if you're not careful, it's a lifesaver!!
Dan
Lynn and Adriana,
Very interesting interview. In the last several paragraphs you both mention tracking your campaign closely. From the context, it sounds like you mean it's almost in real time. Does Google Adwords really show you campaign information with such immediacy (and frequency of updates)?
Thanks guys (umm, gals),
Bill
There is tracking of impressions ans clicks, which is given to you by AdWords, and there is tracking to the keyword level which you set up yourself when you start your campaign.
Stats on AdWords are delayed up to 3 hours, but nevertheless, if one of your campaigns gets really active really fast, you'll get a "feeling for it" by watching your campaigns in the beginning.
Tracking at the keyword level helps you know which keywords/key phrases are making you money, and which ones are wasting your money.
Good interview.
Beside Google AdWords, would you consider using or have you used another PPC company that may bring in better conversion at a lower cost?
I have tried AdWords in the past, but have not had too much success in conversion.
I tried several options a few years ago when I was also using Google Adwords, and nothing came close to the results I got with Adwords. What about you, Adriana?
I tried MSN AdCenter without any results.
I'd like to hear some commments about the relaunch of the ppc classroom. I started with the class last year, but I was a complete newbie and had no idea what I was doing. I decided to quit and learn more before investing more energy on that. I know a lot more this time, but my experience with PPC has left a sour taste in my mouth. I've had mixed results. Comments?
I've never studied or reviewed the PPC Classroom, so I can't speak on that. I have studied Perry Marshall's guide, and am anxious to dig in to the latest edition - definitely good stuff, and very easy to read & implement.
Great tips. My first round on google adwords I learned some hard lessons and lost a couple hundred dollars in a few hours. Slowly working my way back to them. I'm having some ok results right now with yahoo as I learn more about PPC.
I did the same thing. Then I spent $47 on Perry's original Adwords guide. From that point forward I always recommended it - because you'll easily blow that much or more trying to figure it out on your own! 😛
Adriana said that tracking on keyword level is very important which i can only support. But how do you track which keyword made sales? Could you please gie an example for a) clickbank and b) other merchants
Quick note to let everyone know I have answers for your tracking questions. I interviewed my AdWords mentor and have a series of posts just about tracking. Here is the first one: http://www.myonlinebusinessjourney.com/85/google-adwords-tracking-interview-with-matt-levenhagen/
adwords and ppc are something I haven't really got into for the simple reason that there's too many resources telling you one thing and another, before you know it, your out of pocket. I'd like to see soe concrete adords/ppc structure with less risk, especially for the beginner. I know it's alot to ask but it's an avenue where failure can be very very costly.
Excellent questions and answers. Clicked on the link to Adriana's blog and subscribed. What a valuable resource; looking forward to reading her online communications.
Haven't yet purchasd Perry Marshall's "Definitive Guide ...", but certainly will. Started reading his "Ultimate Guide to Google Adwords" available through Amazon and other retailes - and am most impressed. In addition, he's created an online supplement to this book which inludes and abundance of worthwhile educational information. When done studying this book, will definitively write a very positive review on Amazon's. He has earned my confidence and I higly recommed his material.
One of the most important things for Google is page content. If your affiliate page has well written, good keywords density and it's directly related to the keywords you advertised, you are sure to get good quality score on that page.