On 30/03/2009, at 9:13 PM, Audra wrote:

Hi Ian Shilton,

I will do a lot more research on WMI and the M2 level whilst I am away. I will be recording lots of stuff on my MP3 player and taking some notes whilst I’m lazing on the deck chair by the pool!

This may be a difficult question to answer – but what sort of budget should I look at when I start PPC. I’m trying to map out a bit of a plan of action.

Thanks,

Audra

On 30/03/2009, at 10:13 PM, Ian Shilton wrote:

Hi Audra,

Great question re budget. I’ll give you a couple of tips. You will hear these from the Urban Cowgirl. I suggest you listen to all of her stuff that’s in the back-office. She’s also got her own website theurbancowgirl.com. Make sure you start listening at the basic info and work your way up.

Now here’s some tips. Keep these up your sleeve until you’re ready to go. Don’t worry if it doesn’t make sense yet. It will after you get an overall grip on everything.

1. Start small, say $25 a day. Why? Save money. More money won’t make it work better.

2. Only run the campaign in the USA (for starters). Why? The less variables the better.
3. Only run the campaign on these days, in order of priority… Tuesday, Monday, Wednesday and Thursday. Why? These seem to be the most responsive days. So if you can afford $100 a week I’d run it $33 a day Mon-Wed. If you can afford $40 a week, run it only on Monday. If you can afford $200 a week run it $50 a day Mon-Thursday. Why? The reason is because you get more serious clickers on Monday-Thursday. I’ve found Monday and Tuesday especially good. This is because people have Monday-itis and they are p’d off and looking for something different. Sound familiar?



4. Only run the ads from, say, 6am-midnight. Why? After midnight is crappy traffic. You get a lot of looky-loos. You can alter these settings in “campaign settings”.
5. The good news is it’s important to start small and build your campaigns up. Why? A Google campaign in its infancy is like a little bonzai tree. You have to water it and fertilize it and weed it and prune off the stuff that’s not working. You have to tend to it regularly and at short intervals, to make sure it doesn’t get away from you. Generally things will happen very slowly. If things are going too slowly (eg low click through rate) then you change the ad and see if you can keep the CTR above 1%.
6. If you use the Coffee House Letter and the following ad, you will almost certainly have a CTR above 1% …I Left Herbalife After I Read The CoffeeHouse Letter And Found A Lucrative Alternative. www.YourWebsite.com

   or

   I Struggled at Herbalife Then I Read The Coffee House Letter And Found A Lucrative Alternative. www.YourWebsite.com

   Keywords: herbalife, herbal life, herbalife com, www herbalife, etc etc.But make sure you bunch these keywords in their own single adgroups with all match types. Or another suggestion is just [exact] and “phrase”.

   That is don’t necessarily use broadmatch. Some people (including David Schwind) suggest this because it negates, to a large extent, the need for – negative keywords. Gives more exact results.

   For example:
   Herbalife AdGroup:
   “herbalife”
   [herbalife]

7. Don’t put a whole bunch of non-related keywords all in the same group.
   
   eg: Don’t do this … Herbal Life AdGroup:
   
   MLM
   
   home based business
   
   herbal life
   
   [herbalife]

   Each of the above should be in their own ad group, for search. Why? Easier to manage, more specific and measurable results. Simpler for Google to find your keywords and “know” what you want.

8. Bid $1.01 or more early on (Herbalife is an expensive word. Other MLM’s are a lot cheaper). You can try other MLM companies with the same ad but just change the keyword. For example…I Struggled at Monavie Then I Read The Coffee House Letter And Found A Lucrative Alternative. www.YourWebsite.com
9. You can bid a little higher early. Why? That’s so you get a high ad position 1-3. That way you get more lazy clickers. People who are a bit click-happy. But that’s okay because in the early days what you are trying to do is prove to Google that your ad and page are “relevant” to the searchers. High CTR (click through rate) is basically what Google is looking for. Once you get a high CTR (and 1000 impressions) Google says … “cool you’ve got a good ad that is liked by our searchers. You have passed the test. Here are the keys to the kingdom”. And they will generally give you more traffic for less. Then you can drop your bid and drop your ad down to positions 4-7 and still get excellent traffic but with cheaper bids.

10. Oh and one more sneaky trick. Herbalife is a trademark so you can use HerbaIife with a capital “i” for the L in HerbaLife. This is so you trick their spell checker. It thinks the word is Herbaiife. This trademark stuff applies mostly in the USA.

Respectfully,

Ian Shilton, Duke Street, Myrtleford, Victoria Australia 3737.
Email Me Here: ianshiltonpromarketing@gmail.com
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