Investing in PPC (pay-per-click) is easy once you know exactly which keywords or phrases you should be targeting. But how do you get to the bottom of which phrases to really invest your company’s resources in? Ken Courtright goes into SpeedPPC, the tool you should be using to formulate your campaign. If you’re really trying to build your audience, it’s the perfect start to blast you to the top of Google’s search results.
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Ultimate Split Test
I’m going to call this The Ultimate Split Test. We’re done doing a campaign to a new landing page of ours. Our chief marketing officer educated me on a tool called SpeedPPC. I’m sure there are other tools out there. This is the one that Dave Conklin chooses to use. The concept of this is, we were targeting a certain product so we built a landing page. What we want to do is test out what are the best phrases that we should write on in a blog roll, a future book, chapters in a book and Facebook lookalike campaigns. What are the phrases that people are clicking on in this vertical that we’re about to market into? What Dave explained to me is we fed this tool with 5 to 10 key phrases. It doesn’t matter what category we go into. It could be spine therapy, furniture repair or towel making. You’re going to plug X amount of phrases into SpeedPPC.Write blogs about the top 50 key phrases because that's what the world's looking for. Click To Tweet
He said, “Ken, we ended up generating 52,000 different phrases that we’re bidding on.” Let’s say the category we’re about to go market into is $1 a click. We don’t want to pay $1 a click to gamble and test 52,000 keywords. What we end up doing is bidding $0.05, $0.10 and $0.20. Sometimes it gets accepted by Google and it puts us on page two for that ad. Who cares? We’re testing. Fewer people are going to click it per day because fewer people go to page two of any search term, but the reality is they’re still going to eventually click on it. We’re still going to get enough data to see if that click sent people to a landing page. Here’s the most important thing, of the 52,000 keywords, we are paying Google’s pay-per-click program. There’s going to be data that shows us the top 50 phrases of the 50,000 that the world’s clicking on. That means that’s what the world is looking for. What does this tell us? This tells us that in our next 6 to 12 months, the campaign for this product or service, we want to make sure we are writing blog posts with these 50 phrases in the title.
If we’re going to do a show, I’m going to be doing these titles and topics. If I’m writing a book, I’m going to make sure I include the top 5 to 10 of these 50 as chapter titles. Why? There’s no theory. It’s because SpeedPPC gives us the physical evidence of exactly what the world is looking for in that given space. If you find it beneficial, do me a massive favor. Jump on a desktop computer and please go into iTunes, shoot me a rating or review. Keep me in the New and Newsworthy section. Without continual ratings, I will someday fade away into the oblivion of iTunes as many people do. I don’t want to do that. Thank you. You are awesome. See on the trail. Take care.
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