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The success of your PPC campaign depends upon finding the right combination of keyword, ad copy and ad position.

The process usually starts with researching and compiling extensive, wide-ranging keyword lists. Next, comes building and launching campaigns with those keywords. The goal of this phase is to get a sense of which keywords have potential. The final, and ongoing phase is optimizing the campaign, which includes: trimming the unprofitable keywords, expanding the profitable ones, adjusting ad-copy and keyword bids until you find a profitable combination.

Once you’ve found your profitable keywords you need to guard them like a hawk, because they don’t come easy.

To build a successful PPC campaign, you need to have a “marathon” mindset, instead of a “sprint” mindset. It is an ongoing loop of: analyze-adapt-get results-analyze-adapt-get results. This process is certainly much easier if you have the right tools in your tool kit. At iSpionage we have designed a unique tool that helps you with this process. Our tool kit contains:

1. Keyword & Domain Research
2. Keyword Monitoring
3. PPC Campaign Builder

1: Keyword & Domain Research Module

Using iSpionage Keyword & Domain Research, you can leverage your top competitors’ keyword research and campaign optimization efforts.

With just one click, you can learn which keywords your competitors use. With that same click, you will receive access to all of your competitors’ keywords, as well as estimates of the keyword search traffic, ads, ad positioning, and CPC data.

Below is a screen shot of what you get when you enter the domain “Godaddy.com” in the search bar.

With the advertiser summary, you will get:

• An estimate of their PPC budget
• # of clicks per month
• Google & Yahoo PPC keywords
• Working ad-copy associated with each keyword

Here is a screen shot of the advertiser’s ad copy history with first seen and last seen dates. This information lets you see which ad copy was effective for which keyword.

If you are interested in generating more keywords for your campaign, you can just type in a keyword and iSpionage will give you the top competitors in both Google and Yahoo.

Additionally, you will also get a list of strongly related keywords that you can further expand upon.

Screen shot of keyword results: web hosting

The nice thing about iSponage’s keyword research tool, is that you have access to data from Google as well as Yahoo.

To have an optimal PPC campaign, you should understand the competitive environment. This tool can be used to analyze competitors’ keyword-ad copy-landing page strategy, so you can out-strategize the competition.

2: Keyword Monitor

Whether you are entering a new market, or you want to monitor certain keyword groups like your profitable keywords, you will find the Keyword Monitor from iSponage to be your best friend.

With Keyword Monitor you will learn:

• Who are your top competitors are in each keyword group.

• The impression share that goes to your website, and your competitors’ websites. Which you can use to measure your ad coverage compared to the other advertisers.
  

• Competitors’ ad copy tests and results.

• 

You can also set email alerts so that you are notified when your competitors change ad copy, add more keywords, or when a new competitor arrives on the scene.

Keyword Monitor allows you to zoom into other advertisers’ PPC campaigns, allowing you to analyze: how they structure their ad groups, ad copy history, ad positioning, landing pages, etc.

With this intelligence you put your business into position to grab the market from your competitors.

3: PPC Campaign Builder

The PPC campaign builder helps the user create a PPC campaign, starting by generating keywords, continuing to creating keyword groups and writing ad-copies, and ultimately finishing with launching campaigns onto Google, Yahoo, and Bing in a quick and effective fashion.

Start by typing in your base keyword and let the tool generate the list of related keywords. Your next step will be to select those keywords you want to focus on (like in the previous steps, average search volume and advertisers’ competition will help you to choose).

Clean Up Keyword Lists

You can now go to the “Keyword Clean Up” tab to sort and clean up the list:

• Sort the list & Remove duplicates
• Keep / Remove lines containing any specified word
• Remove the specified characters (e.g. @$#/%^&*~_=+)

Group the Keywords

Start by giving a name to your campaign for further reference. Then, provide the grouping criteria:

• Create a group by base word (Keep lines containing this word); AND / OR
• Create a group by excluding some words from the list AND / OR
• Create a group based on the number of words in a phrase (Keep lines with the number of keywords).

Don’t forget to give each group a name (I suggest giving each a descriptive name based on the grouping criteria: e.g. “3-word”, “no-stop words”, etc):

Build PPC Campaign

When you are done grouping your keywords, you can go to the “Campaign Builder” tab to create your PPC campaign:

First, set up ad group pricing:

Then, go to the “Ad Setup,” where you will write and create your ad details (each ad headline, text and destination URL). You can also populate the same ads to your other ad groups and make minor edits to differentiate them. These are all nice features and designed to help the user save time when creating PPC campaigns.

Once you are done, generate the output and you can upload it to Google, Yahoo or Bing directly.

This module streamlines all aspects of your PPC campaign building process, from keyword research, grouping and ad copy writing for all 3 search engines. What used to take hours, or even days, now can be done in just a few minutes.

iSpionage is a useful tool for search marketers looking to get competitive intelligence data to improve or optimize their campaigns. It will also shorten the time it takes to create campaigns, especially for keyword research and launching campaigns in the three major search engines.

By using it you, can spend more time developing a better PPC strategy that will save money and time, and increase ROI of your PPC campaigns. Anyone who is serious about PPC advertising needs to check out this tool.

Click here to learn more about iSpionage Keyword Research tool

Check out The Adventures of PPC Hero: Heroic Feats of Pay Per Click Management at http://www.ppchero.com/. Copyright © 2007-2010 Hanapin Marketing, LLC.

The great folks at Webtrends posted videos of the speakers at Webtrends Engage 2010. Here’s the 10 minute sprint I did – B2B Blogging and inbound marketing strategies.

The modified presentation and notes were in my Blogging for Business post last week. Be sure to sign up for Webtrends Engage 2011 in San Francisco.

This post was written by Douglas Karr

Douglas Karr is the founder of The Marketing Technology Blog. Doug is President and CEO of DK New Media, an online marketing company specializing in social media, blogging and search engine optimization. Their clients include Webtrends, ChaCha and many more.

Thanks for subscribing! download Doug's eBook on Blogging for SEO on us!

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There’s a Lady Ga-ga song that’s been out there for about a year now called Just Dance. I can’t get it out of my head. I’m not a huge fan of the Ga-ga-ooh-la-la… but all Top 40 hits make my daughter turn up the radio and begin singing. I can’t help but sing along.

Just Dance appears to be a song about perhaps being a little tipsy but simply jumping out on the dance floor and letting loose. Just Dance!

This week I’m in New Orleans doing a sprint speech (me + sprint = funny) for Webtrends Engage conference. My first message for companies who wish to build their business off of blogging is to be out front. They need to be out in front on the quality of their message. They need to be out in front using social media. They need to be out front in the search engines. How? Companies need to ignore all of the distractions and Just Dance when it comes to Social Media. Get a strategy, get out on the floor and execute.

You don’t get the spotlight by being a wallflower.

Before I left the airport in Indianapolis, I received an email from a colleague I just met a couple weeks ago. He’s been called by the White House to meet the President because of the inspirational speeches he’s been doing in the black community. His own story is amazing and his message is not what you might think… he’s said that 2010 is the end of excuses for people to attain their greatness. No longer can the blame be put on others, every single person must dig deep and live up to their God-given potential. That’s an incredibly powerful message for everyone… not just minorities in this country.

The fact is that it’s a lot easier to go through life doing what we were told by our parents, our teachers, our government… work hard, buy crap, build a 401k. On the flight down, I’ve been devouring Linchpin: Are You Indispensable?. Now that people are out of work, their 401k’s are gone, they lost their crap… it’s evident that the status quo has just been the biggest lie in American history.

Seth Godin writes,

The only way to get what you’re worth is to stand out, to exert emotional labor, to be seen as indispensable, and to produce interactions that organizations and people care deeply about.

Just Dance!

Quit playing by the rules and conforming in with the endless number of other cogs (Seth Godin’s term) that have brought this country and all the talent out there to its knees and our economy to a halt. Find your niche, don’t listen to the naysayers… get your butt out on the dance floor and shake it.

I hope this song will be stuck in your head now…

This post was written by Douglas Karr

Douglas Karr is the founder of The Marketing Technology Blog. Doug is President and CEO of DK New Media, an online marketing company specializing in social media, blogging and search engine optimization. Their clients include Webtrends, ChaCha and many more.

Thanks for subscribing! download Doug's eBook on Blogging for SEO on us!

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