PPC Classroom 2.0: Breadth On Keywords, The Magic Pill?

This was with regards to PPC Classroom mentioning going “breadth on keywords.”

Hi Amit and Anik, KeyCompete offers many keywords.

The thing is, even if we bought all these keywords, we need to optimize a PPC campaign such that the bids are below $0.15 for ALL the keywords.

Otherwise, these keyword can't be effectively used, without building 300 over different landing pages for 300 keyword.

I've seen some token PPC software that dynamically insert keywords into the landing pages. These methods don't work.

The bids are still around 0.30 to $1.50.

What's your view to solve this?

Reason I mention this is only if this Adwords Quality score problem can be solved will purchasing 1000 keywords from KeyCompete be useful.

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Hi Sherman,

From my experience you don't need a separated landing page for each keyword to get a good quality score, and google knows about dynamics keyword insertion on the landing page, they will NOT reward you for that (as you've already discovered).

Break your keywords into 5-10 major themes (I talk about this in Module 4) and make a landing page for each theme.

This method has worked for me consistently, with 75-80% of my keywords getting a good quality score.

Keywords also have conversion rates that can vary dramatically, so it may make sense to have certain keywords below 0.15, but other keywords you may want to bid up to 0.25 or higher.  Setting up Google conversion tracking will help you determine this.

Hope this helps!
Sincerely,
Amit

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I’ll fill in the gaps. My personal Adwords practice is to automate the landing page creation process with token insertion. That means, I create 10000 landing page with keywords inserted in on the fly. When the Google bot visits the site, the site already has content based on the keyword.

If im going for sponsored search, this isn’t the best method, but it can work for $0.01 clicks from the content network, depending on the niche and competition. So testing is required. Its a carpet bombing style of Adwords approach that has built me list of 1000s for $0.01 per click.

Coming back, because I knew this method of going breadth wasn’t the shortcut to PPC riches, thus I asked Amit and Renee to explain their views.

Renee from Speed PPC and Amit from PPC Classroom 2.0 concur that we need themed landing pages.

So what are themed landing pages?

Themed landing pages relate to the keywords in some way. The content on this page does not need to be exactly what the keyword is, but it does need to relate to the keyword in some way. I wanted to avoid this method, because it takes extra work, and you may spend all the time to create a themed site and still get a crappy Adwords Quality score, because of:

• The poor layout of the landing page on the top level domain
• Too many affiliate links, too little useful content to searches
• Plus sponsored search can cost more, and does not always return a good ROI compared to content matching.

Example:

Say you’re into promoting Traffic Exchanges with Adwords. Your main domain and the 1st page on your website needs to be associated with the theme Traffic Exchanges, then you can have sub listings linking to Instant Buzz landing page, Traffic Swarm landing page and so on.

Keywords:

• Instantbuzz
• Instant buzz
• Instant buzz reviews
• Instant buzz feedback
• Traffic Swarm
• TrafficSwarm
• Traffic Swarm reviews
• TrafficSwarm reviews

So if you’re sending PPC traffic to a top level domain called TrafficExchangeProfit.com and the destination URL is TrafficExchangeProfit.com/instantbuzz, with this destination page containing good content about Instant Buzz, you can expect a good sponsored search score.

Care:

If you’re going to build an opt in list, I recommend not inserting this at the very top, you will get slapped with high bids as well because if an opt in box is what Adwords sees when the Adwords bot 1st hit your page, expect to be slapped. If you check Google TOS, Opt ins, Affiliate bridge pages are low on their list and often do not rank well with Sponsored search.

So in essence:

1. Build a themed landing page for the top level domain.
2. Have sub themes for the keywords. The keywords can have many variations, spelling errors, spaces etc, Adwords can recognise the general theme.
3. You may also want to build a niche site just for the purpose of getting cheap traffic, build your list, before funneling the traffic to a money site via an autoresponder. This means giving searches free useful readable content (satisfies Googles need for content), getting them to opt in, then sending the subscribers to a monetized site that offers a product they need.

If you can get a good quality score for Adwords, you’ll be able to rank and pay the minimum for the sponsored search. Still one needs to take into account that competitors might be bidding $2.00 for a certain keyword so you would not be able to pay $0.08 for that keyword even though you got the minimum price for it.

Hope this post benefits you. More useful and tricks with PPC to share when time avails. Cheers!