Adwords Keyword Flipping

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This quick tutorial is on Keyword Flipping.

What is Keyword Flipping?

Keyword Flipping is perfect for Affiliate Marketers & also people running Multiple PPC campaigns at once. It allows you to set up Campaigns quicker, analyse your results quicker then make the necessary optmisation tweaks to increase your CTR once you know what’s already working. This technique saves you time, lots of time.

Overview

As the Affiliate Marketing space becomes more & more saturated it’s important to test as many different offers (with multiple variables) as we can. Naturally it can be a time consuming process setting up very very targeted PPC campaigns without first knowing which keywords are going to perform best for us in the long run. Keyword Flipping basically allows you to test lots of targeted keywords at once then pick the initial performers out & create a more targeted adgroup. Thus further increasing the CTR & reducing the cost we pay per click.

Theory

It’s important to understand the Adwords Bidding Formula to really see why having a higher CTR & keeping things targeted is important:

Ad Score = CTR x Max Bid

Therefore if my overall CTR is 10% & I’m bidding 1 Dollar then my Ad Score is 10. However, if someone else has a CTR of 20% & they’re bidding $0.75 then their Ad Score is 15 therefore outranking my ad (even though they’re bidding less).

This is why people generally bid higher to start, get a decent CTR & tweak adcopy then reduce the bid whilst monitoring position & CTR to get more value per click.

Our aim is to get the highest possible CTR on the ads that are working for us. This allows us to attain this best possible return on our advertising spend. We could make very targeted adgroups & ads for each individual keyword but this takes up time & less time means we can test less offers.

How it Works

When you’re setting up a brand new campaign for a specific offer try to theme your keywords & put them in groups. Let say for example that we’re talking about Web Hosting. You might choose the following keywords:

• Cheap Web Hosting
• Affordable Web Hosting
• Discount Web Hosting
• Low Cost Web Hosting
• Web Hosting Coupons
• Cheapest Web Hosting
• Lowest Priced Web Hosting
• Cheap Web Hosts

In this group these keywords are themed by price. They all relate to one another fairly well so I can get away with either using Google’s Dynamic Keyword Insertion or Just creating some generic Low Cost Adcopy for them, then I’ll bid to position 4 or Above.

I’ll normally let the ads then run for around 24-48 hours. Once that period has elapsed I’ll go back to the group & check the stats. You will soon be able to see which ads are getting a good number of impressions & clicks. It’s also important to track the conversions on a keyword level, otherwise you won’t know which keywords are converting.

Flipping the keyword now involves grabbing the best performers & creating their own highly targeted adgroup (those that are converting & getting a decent amount of impressions). Say for example that Cheap Web Hosting had the highest CTR of about 8% & converted at 4%. We can then create a new adgroup called “Cheap Web Hosting” that contains that keyword only. We now create a much more targeted ad, such as:

You can see how we use the keyword in the Adcopy 3 times now. As people search for the keyword it highlights the text, thus highlighting their attention to the ad:

Doing this can sometimes double or triple your CTR which means you can hold a much higher position at a fraction of the price. This means that if we still convert at 4% on the keyword we can pull in the same amount of traffic at half the price thus doubling our ROI.

Conclusion

Keyword Flipping is a quick & easy way to find out & isolate your highest performing & highest traffic keywords then refine them further without wasting time optimising keywords that won’t perform.