The campaign

The PPC campaign for this case study was setup and made live today, November 22, 2010, at 5:00 pm. Here are the steps I took:

• Created two new campaigns. One campaign for the search network and one campaign for display only. I am initially targeting all English-speaking markets worldwide. I excluded mobile phones from the display campaign. My experience with mobile phones is that you tend to get a lot of bad clicks.
• Created two ads for each campaign/adgroup. This allows for split testing.
• I set the budgets as follows: search $2 a day, display $3 a day.
• I set the default bids for both campaigns at a low .15 cents a click. This is way below the suggested bid amount from Google, which was recommending keyword bids of anywhere from $2.50 a click to $3.50 a click to get on the first page of results. I used this amount because I have only two competitors for these keywords: Amazon and Borders. I should be able to get impressions even with this low ball amount. If not, then I’ll have to make adjustments.
• I created a long list of negative keywords. There apparently are a number of books, songs, and video games with the title of Unbroken.

Here is a screenshot of ad 1

Here is ad 2

Note that I am clear in the ad what type of content the ad leads to. There is no attempt to mislead. This will help cut down the number of bad clicks.

I am using a very limited number of keywords. I am also using some keyword modifiers and phrase matching. Here is the list for both campaigns:

And here is the list of negative keywords.