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PPC Spending

Methods & Tips for promoting your website, or affiliate programs, on the major search engines with pay-per-click advertising. Google Adwords, Overture, FindWhat, Kanoodle & more...

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PPC Spending

Postby ephillips413 » Tue Apr 21, 2009 8:43 pm

I am new to this, so please forgive me if this question has already been asked. I am currently working through the Super Affiliate Handbook by Rosalind Gardner and Perry Marshall's Adwords Guide. I have a blog formatted website that I am updating regularly, I have selected my first affiliate product and wrote a product review. At this point I am ready to create my first PPC campaign, but I am a little scared to pull the trigger.

I'm having trouble finding good information on how to set my PPC spending and how to estimate my monthly spending. Initially I can spend about $100 per month on PPC. As I begin making money, I plan on pouring all of my earnings back into more advertising.

Perry Marshall says to leave your daily budget high and control your spending by adjusting your bid. Any suggestions on how to do this? I'm afraid to set a daily budget of $100 - $150 per day when I can only spend that for the entire month.
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Postby ephillips413 » Mon Apr 27, 2009 8:46 pm

Any comments from the full-timers out there? How much did you spend on PPC when you first started?
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Postby angienewton » Mon Apr 27, 2009 9:02 pm

Eric,
I sure hope you get some feedback on this. I don't do PPC so I can't help.
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Postby terrapin719 » Tue Apr 28, 2009 10:44 am

I'm not sure I understand what you mean by controlling the spending by adjusting the bid. I'm not really into PPC, so I've not read those guides. In my mind it would make sense to set your daily spend limit to what you can actually spend. I always hear that it's so easy to go over fast, especially with Adwords.

I'll Tweet this thread out on Twitter and see if we can get some fresh opinions on this for you.
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Postby ephillips413 » Tue Apr 28, 2009 10:53 am

That was my initial thought as well, but isn't what is taught in Perry Marshall's Adword Guide. He says that reducing your cost per click and showing up as number eight on Google is better than reducing your daily budget and only being shown a portion of the day.

I see the advantages of PPC, but am really hesitant to jump in. The last thing I want to do is blow my monthly budget in a couple of days.
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Postby ephillips413 » Tue Apr 28, 2009 10:56 am

Thanks, what's your Twitter username?

terrapin719 wrote:
I'll Tweet this thread out on Twitter and see if we can get some fresh opinions on this for you.
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Postby terrapin719 » Tue Apr 28, 2009 10:58 am

Oh, I think I see what you mean now. So, you want to bid on lower cost terms and try to stay in the game all day rather than go for the big top spots and only be able to be seen a handful of times?

I understand being hesitant. It's a big leap to take and often can be a big investment financially depending on your niche. I hope you get some good tips here. This is a topic I'm definitely curious about myself, but I've never been brave enough to invest in trying it out!
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Postby ephillips413 » Mon May 11, 2009 12:06 am

I'm really surprised that this hasn't gotten any responses? As much as PPC is touted as being the best way to promote an online business, I thought there would be all kinds of opinions.
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Postby onlineleben » Thu May 14, 2009 6:30 am

try to find keywords relevant to your niche with the google keyword tool. You can see how many searches it had per month and you see also how much was paid on average. You do not have to use high bids - just check out how many advertisers bid on that keyword and then try with a low bid to reach a position near the end of page 1. This gives you a good indication about the real traffic for that keyword.
For example i have campaign where I spend about USD 2 per day (max budget per day = USD 5) and I get clicks in the 8-10 cent range - all very targeted.

As you said you want to re-invest your earnings please keep in mind that affiliate programs don't pay out on a daily basis. CB for example pays out biweekly, but only when your commissions have passed a certain threshold and several different payment methods have been used. For starters sometimes difficult to accomplish.

Good luck
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Postby terrapin719 » Thu May 14, 2009 7:13 am

I tweeted again this morning to see if we could get some more opinions for you :)
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Google Adwords Tips

Postby Robert Avila » Sat May 16, 2009 7:32 pm

Hi Eric ...

Building PPC Campaigns can be a very fragile marketing strategy and also very profitable!

Congratulations on doing your homework and reading some of the Best information out there before jumping right in!

I would recommend getting started with a daily budget you can realistically afford to spend. Even if this is much lower than where you would like to be ... the key is getting started, learning the in's and out's of building and managing campaigns ...and not getting crushed eating up your entire bankroll in 24 hours!

Campaign Settings:

- Show your ads on Google Search.
- Don't use "content" until you are really running strong.
- Later when using content, keep those adgroups separate from those running on search.

Device Platforms:

- Go with desktops and laptop computers.
- I would stay away from mobile devices for now.

Keyword Match Types:

- use phrase and exact match.
- broad will drive a lot of clicks and go though your budget fast.
- once you do use broad, be sure to add negative keywords.

Adgroups:

Keep your ad groups tight with very targeted ad copy that contains the keyword you are targeting.

The more competitive the niche .. the more it's going to cost to compete.

Wish you the best!

Robert Avila
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Postby CPAAuthority.com » Sun May 24, 2009 10:32 am

Just curious why you suggest running search THEN content?

I think content would be a little easier to control with a smaller budget. Its gonna be less traffic, but you can work on things like copy writing and learn how to launch a campaign and adjust it and all the little stuff easier in a more forgiving environment.

So my suggestion is to start the other way do content then search. You will likely not even spend your daily budget at first anyway till you get a little history and you get better at attracting people to click your ads. Give it a shot id set bids like .20 and daily budget at 20 bucks or something with that ratio so you can get around 100 clicks for statistical analysis to make sure you dont have a loser.
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PPC - Search Campaigns

Postby Robert Avila » Wed May 27, 2009 12:53 am

Hi CPAAuthority,

Great Question ...

My experience has been higher conversion rates and stronger ROI's with search. Being able to track conversions at the keyword level, makes it easy to identify high converting keywords and expand campaigns while pausing keywords that are losing money. Adjusting match types also allows one to control the quality and flow of traffic.

Using content, I was seeing less qualified traffic, lower conversions and I was burning through money at a faster rate. The impression volume was so much greater in content that even with a much lower CTR, the click volume really ate up my budget.

PPC Classroom 2.0 (Anik Singhal and Amit Mehta) recommends starting out with search and then building out content with top performing keywords from search campaigns. They do touch on content, however focus primarily on search.

One thing that comes to mind is that I am working in a retail environment, so perhaps content is a stronger performer with CPA offers? I know there are affiliates that mention there is a gold mine in content once those campaigns are optimized.

I will definitely visit your site and would like to learn more about CPA. This is the first time I have heard of starting in content and moving into search, so I am open to learning more about this strategy.

Wish you the best,

Robert
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Postby Kurt Henninger » Tue Jun 09, 2009 9:54 am

What he means is this.....set your budget higher so that you wont run out of money during the course of the day.

You will find that at different times of the day, you will get higher responsiveness to your PPC ads then at others...so if you run out of $$ before the day is out, you'll never be able to fully test a keyword.

Here is my advice to get started.....put ONE keyword in and activate it. Once you get a feel for how much $$ you spend with that keyword...add another the next day...and then another....etc.

What affects your spend on each keyword is your position on the page, or even which page you are on. So, the higher the position, the more the spend, make sense?

Hope that helps.
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