I recently made a little “spurt of the moment” AdWords campaign that failed miserably, and I figured I would share it with everyone so you can see how much I suck at this game.
Are you ready for some Football?
When January rolls around, and the Patriots are in the playoffs (I’m from Massachusetts, so don’t give me any lip about how much you hate the Pats!), I turn into a huge Football fan. I watch every game, including pre and post game reviews. This season has been even more special than normal for football fans in New England, as I’m sure some of you know the Pats are one game away from doing the impossible, a perfect season.
So after the game on Sunday I decided I would see how Football was for an online niche. With the Superbowl just two weeks away, I know there is going to be a surge in interest, so I figured I’d cash in (easier said than done). I was all excited about this, I did some preliminary Google research on the most obvious keywork “Superbowl” only to find that there seemed to be ZERO competition, not a single Ad showed up. I thought I must have hit a gold mine, I was wrong.
The Landing Page
Right away I started designing a landing page, and I used all of the tricks I have learned over the past few months to try and optimize it for Google’s dreaded quality score. I had keyword rich H1, H2 and title tags. I had Legal disclaimers and Terms of service in the footer, and some unique content I wrote up within the page.
From what I have read, whenever big “buzz” worthy events like the Superbowl emerge, (other examples would be news scandals, like the Michael Vic story), people have really cashed in on creating “Polls” that are linked to affiliate offers from places like Azoogle or NeverBlueAds. The Idea is to ask a question like “Do you think Michael Vic should go to jail?” with a simple “yes” or “no” button. When a user casts a vote, they are brought to a “Thank you” page and are told that they are eligible for a free gift just for voting. It sounds like a great concept, so I gave it a shot.
CLICK HERE TO VIEW THE LANDING PAGE!
I have recently changed the landing page described in this blog entry. To view the original landing page, please click here.
The offers
This was a tricky part, choosing which offers to promote. Searching through NeverBlueAds, there was nothing related to the superbowl, football, or anything even remotely related to any kind of sports. The closest thing I found was this offer for a Free pack of Gaterade…blah!
I didn’t feel that was a very good offer, so I went out on a limb and chose some random ones, completely off topic. Instead of looking for something related to my campaign, I was now looking for something that converted easily (first page email or zip submit), and paid a decent amount. I definitely wanted the offer to be of the “freebie” variety, so I did some research and chose two more offers which appeared to have good conversion rates and EPCs. One was for a free Iphone (everyone wants an Iphone, right??) and the other was for a $250 grocery gift card (I could sure use one of those!). Looking back now, this was a completely stupid idea and I have no idea what I was thinking. I probably should have used something health related, like a dietary supplement. A lot of guys who watch football probably like to lift weights and do other manly activities to increase their bicep size, but i digress. Here are the other two offers:


Setting up the campaign.
Once I had my landing page ready, I fired up Adwords Editor (By the way, if you havn’t downloaded this, DO IT NOW.) and started planning things out. I created a new campaign called “Superbowl” and started my first AdGroup, which was going to be focused on the generic keyword “Superbowl”. I did a little research on freekeywords.wordtracker.com and found a bunch of related search terms that people were looking for and placed them into my adwords campaign.
Download the keyword List.
Next up was writing the AdCopy. I’ve said in the past that I really hate this part of Adwords because I am simply no good at it. I never know what to say! This time was especially difficult because there were no other competitors to “borrow” ideas from, I was all on my own. I ended up creating five different ad copies that I planned to split testing, and thought they were fairly decent. Check them out below:

Setting Bids
For this campaign I set my daily budget to $100.00 and my maximum search bid to $0.20. I opted to enable seperate content network bids, and set those a $0.10. I was a little worried that I was going to get a surge of impressions and clicks (you know, because this was the best idea ever) so I was very conservative on my bidding, in fear of getting owned by “curiosity clicks”. This was probably one of my bigger mistakes, looking back at it now.
With the Ad Copy written and my bids placed, I was ready to upload my campaign to AdWords and watch the money roll in. This was going to be my big break, I could feel it.
The First 20 minutes
The first twenty minutes this campaign was up and running, it looked like I was right on the money. I got 20 impressions almost right away, and my first click. I was sure this was going to be the one, and I shutdown my laptop for the night and went to sleep with dreams on wads of cash in my NeverBlueAds account.
I woke up the next morning a little late, so I had no time to check how the campaign was doing. It wasn’t untill about 2:00pm that I finally got a chance to check the status. To my dissapointment, I only had a combined total of 40 impressions, and my lonely solitary click from the night before. What a bummer that was! Looking into the issue further, I found that every single one of my keywords was marked as “inactive”, and i was slapped with a poor quality score across the board, yeilding $5.00 and $10.00 minimum bids. Dream shattered.
What Did I learn?
Even though, from a profit stand point, the campaign was (and continues to be) a complete failure, I did learn a few hopefully valuable lessons.
1. Using Exact match keywords will get you search impressions.
One thing that I have been unsuccessful at in the past is getting search impressions. I think I have only gotten a handful of them in all the campaigns I have tried thus far. Everything has come from the content network. This campaign was a little different. 98% of my impressions came from the search network this time, which was cool to see. Unfortunately I wasn’t able to capitalize on it.
2. Inactive keywords still yield search impressions
This was something I wasn’t aware of previously. Did you know that even if your keywords are marked as “inactive for search”, you can still get search impressions? I’m not sure exactly how it works, I’m hoping someone can fill me in, but i would assume that Google throws you a handful of impressions here and there just to see if your CTR is high enough to bump your quality score. That is just my uneducated guess though, so who knows!
3. Quality score is a bitch
Pardon my French, but I can’t really express it any other way. Quality score appears to be even more difficult that I had first imagined. I honestly thought this landing page was going to at least give me an “OK” quality score because I had done everything everyone said to do. I’m still not sure what I should have done differently, I guess there just wasn’t enough content, or enough “pages” on the domain for Google. Better luck next time!
What is the campaign doing now?
I actually let the campaign continue to run, especially since I wasn’t getting any clicks, and hence it wasn’t costing me any money. Each day the number of impressions grows a little bit (im up to about 200 impressions per day), but I still have only that 1 click, and of course zero conversions. I’ll probably let it sit until the super bowl is over. Im going to modify it and remove the Green Bay Packers and San Diego Chargers from the vote, since they will obviously not win the superbowl. Other than that though, I think im just going to take a hit on this on and focus my attention on Valentines day. Vday seems to be quite a bit bigger, and I have a couple ideas Im going to try.