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Beginner at PPC with $12,000usd monthly budget.. Yikes!

Discussion in 'Adwords' started by Lickalotpuss, Jan 26, 2011.

  1. Lickalotpuss

    Lickalotpuss Registered Member

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    Hey everyone,

    I am new to PPC. I know what it is and have read much about it but have never actually used it. I was recently given the opportunity to run a $12,000usd PPC budget for two months totalling $24k.

    Does anyone have a suggestion as to how to approach this?

    My current plan is to have a redesign on the site with the intention to get a high conversion rate (any recommended people/companies let me know)

    Then find as many long tail keywords that are buy oriented that have an average CPC of $.05 (info from google adwords keywords tool)

    then divide the $12k over 30 days to get the daily budget allowance and start going.

    Then use the info from the keywords such as traffic and conversions per keyword and SEO HARD for them to get top rankings.

    Any other thoughts or suggestions?

    Thanks ahead of time for the help!
     
  2. teeniegenie

    teeniegenie Supreme Member

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    $24k? Jeez. You better start doing a lot of reading on this website!!
     
  3. Lickalotpuss

    Lickalotpuss Registered Member

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    Hah. I have been here for months buts not in the PPC section. I'm looking here because immediate traffic is the goal.
     
  4. soniqv

    soniqv Newbie

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    The one fault in your plan that I see is that you seem to be holding out for "hidden gem" keywords. That may have been a good strategy a few years ago, but the gold rush is pretty much over. And any good ones that are still left probably aren't going to be found in the Adwords tool.

    Really a big budget is nice but you're still just going to have to put your nose to the grindstone and split test, split test, split test until you're profitable. Not gonna lie, it's arduous work. Read the Nickycakes Newbie Guide if you haven't yet. He also mentions another marketing forum that I'm almost positive I can't mention here. But that's another huge resource you should be reading.

    If it's Adwords you're thinking of starting in, might I recommend trying to master something simpler first like facebook (if it's relevant to your niche).

    Good luck, enjoy the cramming and testing, hope you're not too attached to your sleep!
     
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  5. reinie

    reinie Elite Member

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    thats a lot of money for ppc

    I might get someone reputable on here to help you with the keyword selection.
     
  6. blackhatdavid

    blackhatdavid Regular Member

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    Having that much money to spend also means that you have that much money to LOSE! Is it your money or someone elses?

    I would take a big chunk of that money and invest in some of the software/PPC training that is out there before you just jump into it. You can lose a lot of money very fast in Adwords if you don't know what you are doing?
     
  7. Lickalotpuss

    Lickalotpuss Registered Member

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    I have the dedication to make it happen but just need to make sure I'm running in the right direction.

    It's an investment made by someone else. Basically it comes down to I have $24k to spend to make this company grow and fully sustain itself and profit $9k-$10k monthly. That will then sustain the marketing budget and continue growth.

    I calculate that $12k at $.05 per click is 240,000 visitors. Is this wrong to assume?
     
  8. Dn100

    Dn100 Regular Member

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    Although you can set your maximum CPC, the price you pay will be dictated by your overall quality score for the keyword, ad group and account.

    For example, you can set a maximum CPC of 0.05, but your average CPC may be 0.03 for example.

    Also bear in mind your positioning of the advert is based upon both your max CPC and your quality score for that keyword. If anything, my advise would be to ensure you have all your keywords split across many ad groups, with other related words in each ad group only, to keep your keywords and the ads in each group highly keyword targeted and relevant.

    Like if you sell widgets, you may want one for blue widgets (and all blue widget words, such as buy blue widgets, blue widgets online), red widgets, etc. Also split up buying keywords and general search keywords.

    I would also keep very high volume keywords seperate from your longtail (and typically higher converting) keywords. Reason being is the very high volume keyword may have a much lower CTR due to how broad the term could be (for example - people searching for just the word widget will trigger your advert, but they might be searching for widget information, buy widgets, online widgets, hire widgets, widgets in their local area, widget repairs etc. Keeping your ads highly targeted to your keywords will ensure a high quality score for the keywords in their groups, and a high CTR for the ads also.

    It can be quite confusing if you have many keywords, but putting in the effort now will reap big rewards over the coming months. A prime example would be 1 keyword I was targeting, upon initially starting out with Adwords, the average CPC for the word to be position 1 was around £2.50 per click. After building up account history, and pro-actively monitoring the account daily (all high searched terms), the keyword had a QS of 10, and reduced to around 0.60p for the same position per click.

    Each week run reports on the account to see what other keywords you adverts appear for, some you may want to add as negative words if you don't want to appear for them, and others you may want to add to a new group to target them more for a higher CTR etc.

    If your anticipating a big spend like you mention, Adwords really should take up most of your time for the first few months, and will require constant tweaking to ensure you get the maximum clicks/actions for your money.

    Last piece of advice, create a seperate campaign which targets the google content network only, and load with both image and text ads. This allows you to easily see impressions, clicks and performance for both, and to track it better.
     
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  9. Lickalotpuss

    Lickalotpuss Registered Member

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    Thank you Dn100!

    That was what I was planning to do. I expect long tail buy keywords to convert well so I was going to start there. Then start doing SEO on them so we can allocate the PPC budget to other terms.

    ANY other ideas/thoughts/suggestions? Everything helps.
     
  10. boo blizzi

    boo blizzi Regular Member

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    look for the "definitive guide to adwords" by perry marshall...dont know if 2011 version is out yet...but the 2010 is a good read
     
  11. Bross

    Bross Senior Member

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    Money for PPC is like money to the trash.

    With so much money one should invest in SEO and not paying google for competitors clickfraud (50% and on).
     
  12. blackma

    blackma Power Member

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    But how can you quickly tell which keywords convert for you and which ones don't?

    SEO is a game you play after you have mastered PPC.
     
  13. meathead1234

    meathead1234 Moderator Staff Member Moderator Premium Member

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    No offence - but whoever gave you this "investment" is about to lose all of it.

    PPC is not a game for beginners. It takes a lot of time testing, tracking, tweaking to get a campaign profitable. It's not quite as simple as "bidding on 5c keywords" unfortunately. If it were, we'd all be millionaires inside of a month. I would spend at least a month reading every book you can on Adwords, making notes, and testing tiny campaigns.

    If you really want to test, start with a budget of ~$500 and see what you can do.
     
  14. boo blizzi

    boo blizzi Regular Member

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    to be honest...sometimes having alot of money for a project can be a curse...u dont exercise as much discipline and control in spending as someone who doesnt have the money for slippage and waste
     
  15. mrsix

    mrsix Power Member

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    send it all to me and punch yourself in the face. It'll save you/your investor the trouble.
     
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  16. Bross

    Bross Senior Member

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    True. PPC is a the best research tool but is a losing long run strategy, not to mention a lot less stable.
    You should master PPC to master SEO but you don't spend so much money in the mastery process.

    I wish someone was here to tell me this 4 years ago. (Probably someone did and I was just playing Mr. know-all like all beginners do).
    I also hope for all the beginners who will read this understand and apply what both of us wrote.

    And as a finale I personally think SEO is science and not a game because if you don't know what you are doing you may find yourself losing a lot more on SEO than PPC.

     
    Last edited: Jan 27, 2011
  17. damnwtf11

    damnwtf11 Junior Member

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    the best i can suggest is,
    to invest on Google adwords.
    Try loosing few bucks in start. you are gonna learn in few days, and you are gonna get profit very soon.
    For me, i can invest 100 to make it 300 very easyly with adwords.
    and i love the traffic.
    Always converts without any problem
    cheers mate.
    wish you all the best
     
  18. Lickalotpuss

    Lickalotpuss Registered Member

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    I think the plan at this point is to run with the mini campaigns idea. Learn which keywords convert more than others.

    Also just because its someone elses money or because its alot of money doesnt mean im just going to go blow it all away. I got one shot to make this site/company work and I need to play my cards right.
     
  19. iziah01

    iziah01 Newbie

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    Great advice, do you have a preferred tool for tracking keywords?
     
  20. gsf134

    gsf134 Registered Member

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    Does anyone know of any PPC software that automates the add creation and helps track the split testing, keywords, etc? I also remember hearing of a program that did some predictive modeling for PPC ads. anyone? I think one of them is keyword rockstar.
     
    Last edited: Jan 30, 2011