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Unread 10-25-2011, 01:27 AM
Will Will is offline
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Default Google Content Network DOMINATION :: CPA Bidding Explained

Introduction:

Did you know that you can have Google Adwords attempt to get your target cost per acquisition for you automatically? You can. A lot of people have shunned Adwords lately because it's not the traffic source du jour, but those people are missing out BIG TIME. You're not going to be one of those people though.

CPA Bidding From The Horses Mouth:

CPA (cost-per-acquisition) bidding is an advanced option available for campaigns targeting the Search Network, the Display Network, or both. Campaigns must meet a few requirements in order to begin using CPA bidding:



Here are some cases in which CPA bidding is recommended:
  • AdWords conversion tracking must be enabled.
  • The campaign must have received at least 15 conversions in the last 30 days. The AdWords system requires this conversion history in order to make accurate predictions about your future conversion rate.
  • The campaign must have been receiving conversions at a similar rate for at least a few days.
In addition, the following characteristics are recommended:
  • The campaign has been using AdWords conversion tracking for at least two weeks. (The AdWords system relies on historical conversion data, so the longer conversion tracking has been running, the more data the system has and the better job it can do optimizing your ROI.) Campaigns with low traffic should run conversion tracking even longer before trying CPA bidding.
  • The campaign is direct-response oriented. For example, the campaign focuses on generating signups or sales on an ecommerce website.
  • The campaign has a single well-defined conversion type, such as a completed purchase or signup.
  • The campaign has a relatively stable conversion rate, with no major changes (such as redefining the conversion event or moving the conversion tracking code) within the last two weeks.
Note: If your campaign is already using CPA bidding and it drops below 15 conversions in the last 30 days, CPA bidding will remain enabled unless you turn it off. However, if you choose to stop using CPA bidding, you won't be able to enable it until you've reached the requirement.
Meaning:

You tell Adwords what you want to PAY for every conversion (or "action") in the "Cost Per Action" part of the phrase. They go and GET IT for you. They optimize your campaign for you. Now, most would say that's insane, NEVER give control like that to them. But I say au contraire! (yeah I'm Canadian so I can speak French too). (Well if you consider Grade 9 French class was my last expsosure to the language of love).

Anyhow, say you're running a completely white hat type campaign on Adwords. You're building a list in the DATING niche. (Great niche to build a list in btw). You have a landing site with no affiliate links, no banners, no anything but good solid information. The site does have one major thing though, your collector form for email addresses. This means that your "Action" is a confirmed double opt in email. You simply place the Adwords conversion pixel on the "thank you" page from the list sign up. (All list services allow you to enter a thank you page of your own on your own server or host).

Now Adwords will happily pump traffic to you daily and try to optimize the "Action" to meet your target "CPA". How frikken cool is that?

Confused? How About A Step By Step Then:

Here you go for all those that love numbered lists of actions:

  1. Setup your landing site, get a form on there, (I use aweber). Build a thank you page and enter the url into Aweber. Place Google's Tracking Pixel aka Conversion Code on that thank you page.
  2. Setup a Content Network ONLY campaign.
  3. Add ONE keyword per adgroup, (yes ONE). Make that keyword a very obvious one about your niche. If it's payday loans, then "payday loans" is your keyword for this adgroup. If we're doing dating, usually we go for a niche within dating, so how about "christian dating". No need to get a ton of keywords in here. Just make sure they're very very relevant to the niche.
  4. Now you have to wait until you've got about 20 to 30 conversions. You MIGHT lose money at this point. (Check that, you most likely WILL lose money getting those 30 conversions. The ads are showing up all over the place, so just grin and bear it for now.
  5. Once you hit 30 conversions, your account will probably have little notifier saying you're now eligible for the conversion optimizer. So use it. Go under Bidding and Budget -> Bidding and set it to "Focus on Conversions". Set your maximum CPA (1 per click) bidding and the set the amount a sign up to your list is worth to you. (that part isn't very important right now).
  6. Now, Google is going to optimize FOR YOU. Think about it, they've got years and terabytes of data that you do not have. They know what works where and are now working for you instead of against you, (nice change isn't it?). We could just leave it here and keep adjusting our CPA downwards, but let's help them optimize too.
  7. A week or two into it, simply pause any site that is not getting a good ctr for you. Basically anything under 2.5% should be paused. You don't want to show your ads on that site anymore. What you're doing is setting up your campaign even further for even cheaper clicks. (remember the biggest part of their quality score is CTR).
  8. Repeat the above every week.
  9. You can also adjust your CPA downwards slightly every week but having a high CTR is important before you do that. Remember they're going to be going for the lowest CPA they can get you anyway.
The end result? Dirt cheap, converting clicks on Google Adwords' Content Network. If you doubt this method. Then don't do it. I'll keep all these clicks to myself.

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  #2  
Unread 11-16-2011, 05:24 PM
michaelp michaelp is offline
 
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Default This looks good for a newbie

This source of traffic looks ideal for a newbie like me, especially as google are doing a lot of the work for you.

Chad says: Pick 1 vertical, 1 Traffic source and become an expert then move on.
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Unread 11-16-2011, 05:38 PM
Chad Chad is offline
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Ya exactly michael... keep in mind Google can be a pain when it comes to CPA type offers. So you'll want to be capturing leads, and not with your typical squeeze page. Take a look at this post and look at the landing pages for Debt Settlement Canada and Private Health Cover to see more "google friendly" landers:

http://sixmonthsfromtoday.com/member...hread.php?t=55
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Unread 11-17-2011, 03:50 PM
djabr djabr is offline
 
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Thanks for this

I have one question regarding the content network and that is

1- do we specify where we would like to have the ads (at first)

2 - google just does it automatically for us

Are you going to cover the content network ? i tried to enter specific urls, www.xyz.com/thispage and it would not allow me to place ads on those specific pages, could you perhaps cover how to place ads on specific pages on specific sites

And i notice this is geared towards CN what about the search side of things still applicable.

Thanks
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Unread 11-17-2011, 05:56 PM
Will Will is offline
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This is the method I use a lot to build lists in various niches. It works awesome.

If you want to target specific urls, you need to do "site targeting" in your campaign setup. Then you can tell Google which urls you want to show ads on only.

If anyone has any questions on this please let me know.

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  #6  
Unread 11-17-2011, 06:09 PM
Chad Chad is offline
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Hey djabr...

When setting up a google display network campaign, you can run it via keywords, placements, or a combination of keywords and placements.

In your campaign settings you'll see an option for "Relevant Pages Across the Entire Network" and "Relevant Pages Only on the Placements and Audiences I Manage".

Also, please watch this video from my Traffic BlackBook series:

Click Here

It's a walk through of setting up a Google Display Network campaign, both WITH a campaign generator tool, and WITHOUT one.

As for the campaign generator tool that I use in there, you can access it here for now:

Click Here

I didn't code that from scratch. I found a free script then had it modified. That right there is worth $200 at least haha. It's very powerful, and can export campaigns in MSN Adcenter format as well.

So, after watching that video, you'll see you need Google Adwords Editor.

If you wanted to do placement specific campaigns, under the Placements tabe is where you would put the urls you want.

As far as optimization and bidding strategy for Google Display network, if you're doing Will's strategy above then he's laid it all out. I've had success with that strategy as well as the one here:

http://sixmonthsfromtoday.com/member...hread.php?t=34

For search, I setup my campaigns similar to how Will has mentioned, one keyword per adgroup, and I pause any adgroups with CTR under 1.5%-2%.
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Last edited by Chad; 11-17-2011 at 06:15 PM.
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  #7  
Unread 11-17-2011, 09:09 PM
djabr djabr is offline
 
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Thanks awesome info like usual

Im using rockstar power suite for my stuff, it is quite a powerful tool i had got it for work purposes (convincing my manager we needed it for PPC purposes:-) to use for my own purposes to build keyword lists etc etc (save time at work to put into my own stuff shooo!)

have any of you used this tool?

oh by the way for anyone using the display network if you want to build basic banners they offer the banner ad suite for free from rockstar power suite, you can build every size banner in a matter of minutes we are talking about 8 sizes in a matter of minutes this took me about 1 hour to once in photoshop massive time saver...

http://www.banneradrockstar.com/ (its free to download) im not affiliated with anyone nor know john the maker of the software - Sorry chad/will not sure if i can recommend stuff on here - but think this tool could help some people from the technical aspect and as i say its 100% free this version of it.


If you have the money i would highly suggest it

For example (off topic) i built around 1.6 million keywords for a campaign placing one keyword in each ad group, with mis-spellings, domain extensions, every city extension, counties, towns, locations, in the uk in about 15 minutes all ready to run with not sure - but if you tried to build that size keyword list it could take you days if not weeks and it created the each ad group for me

I was just playing around with the tool so i never uploaded it the down size is the price tag but you can now buy each module separately unlike before - But its not essential and no tool can make you money!


Thanks guys for covering this
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  #8  
Unread 11-18-2011, 02:07 AM
Chad Chad is offline
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Ya if you don't have affiliate links, and if it's for something useful I don't mind. Especially if it's software stuff. For example I think Market Samurai is awesome.

I've used the Rockstar Power suite, but I'm on a mac so it's pretty rough on my resources running windows and the suite at the same time.

That's a badass campaign though.... I used Keyword Rockstar way back in the day, and the way you could put the keyword in the banner was brilliant. It really did result in the highest CTR's I've seen on the GDN.
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Unread 01-13-2012, 12:36 PM
bikerboy bikerboy is offline
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So Will, are you saying whenever somebody uses Google Display Network, 100 out of 100 times, this is always the way to go?
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Unread 01-13-2012, 01:54 PM
Will Will is offline
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I think so.

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