UPDATE: For the next 4 days we’ve knocked 55% off all SpeedPPC plans. We’ve never done a sale this big before, so don’t miss it.

It may not see the same amount of screaming and pushing as Black Friday, and you definitely won’t be seeing any YouTube clips of any pyjama-clad online shoppers fighting their way to the “buy” button. Black Friday’s genteel younger sibling Cyber Monday should definitely have you re-evaluating your PPC campaigns for the next month.

Cyber Monday kicks off the sale season online. Pretty much anything you’ve been lusting after all year can show up online, on sale. Consumers know it, and they’ll be out in force searching for the best deals.

This means a dramatic increase in search volume for keywords that hardly make a blip for 80% of the year. Brand name keywords and model name keywords in particular. Take a look at the trends graph for the following iPod dock keywords. That big blip? That’s where we are right now.

Spot the opportunity?

Note how the Yamaha and Sony and Bose keywords are “Medium” competition, while the more generic keywords are “High”. Most advertisers only bid on the general keywords, because for most of the year these brand name keywords just don’t get the volume.

But volume is only half the story: These more targeted keywords indicate someone who is an awful lot closer to buying than someone searching on a more general term. These people already know what they want, and they’re just looking for someone to convince them to buy.

The clicks are sometimes cheaper, sometimes more expensive. But the real money is in the higher conversions: Make more sales, pay for fewer clicks. There’s the real benefit.

All you need is to be nimble enough to make the most of this short window of opportunity.

Using SpeedPPC to build targeted campaigns

The reason most advertisers don’t go after these keywords is (likely) because it’s a massive undertaking to build a campaign that’s only really worthwhile for (at most) two months of the year.

SpeedPPC gets rid of the “massive undertaking” part of the equation. Here’s how to set up a targeted campaign for 50 different brands of iPod dock in less than ten minutes.

Step 1: Set up your campaign, then enter your keywords

This is a simple dual core (two list) campaign. I grabbed all the main iPod dock brands from Amazon and added them as my seed list.

Then I entered a bunch of synonyms for iPod dock as my expansion list.

SpeedPPC will quickly mix these two lists to give me all possible combinations of brand and device, which is cool… but the real benefit comes a bit further down the track, as you’ll soon see.

Step 2: Build your ad groups

I’ve chosen to build my ad group by “final” so that every keyword combination has its own ad group. Depending on your keywords, you may choose to build your ad groups around the brand name or the type of device instead — it depends on how much flexibility you need in the next few steps.

The benefit of having smaller ad groups is that you can create much more targeted ads (a unique ad for each ad group), thereby improving your click through rate (and your Quality Score).

A thing to note is that even after the two lists have been mixed and combined, SpeedPPC hangs onto the original information about which keyword came from which list. That’s your {seed} and {expansion1} keyword above.

This allows us to play with these keywords individually in the next step to create better sounding and more relevant ads (that, again, get better click-through rates and better Quality Scores).

Step 3: Write your ads

I want to show you how quick it is to write a targeted ad for every single keyword in your arsenal. At the moment I have 350 ad groups, each one requiring at least one hand-crafted ad.

To do this manually would take me at least 11 hours, assuming it took me 2 minutes per ad group. Using SpeedPPC I can do it for all 350 ad groups in about 5 minutes (although I’m not going to be winning any copywriting awards, that’s for darn sure).

In all it’s glory…

If you haven’t played with SpeedPPC before that’s going to look like a load of gobbledegook, but it’s really pretty simple.

For my title I’ve got the final keyword {Final}. So it’ll be “Yamaha iPod Dock”, “Bose docking station”, or any of the other 348 combinations of keywords SpeedPPC has produced.

If that ends up being too long for the character allowance, I’ve specified a fallback. In this case, it’ll use the brand name {Seed} with the word “Dock” after. (So: Yamaha dock, Bose dock, etc)

Keep in mind that all this wildcard action happens before you load your campaign into your PPC account, so you have the chance to go through and tweak any substitutions that you’re not happy with.

In the second line I’ve added a wildcard for the {expansion1} list, which was my list of different devices. That will insert “docking station”, “ipod dock” “speaker dock” into that space. If it ends up exceeding character allowances, it’ll fall back to “dock”.

I’ve done a little tweak to the display URL to make it look more brand relevant: The URL will display as YourSite.com/Sony-Speakers or YourSite.com/Bose-Speakers (etc) depending on the original search term. You might want to test this against displaying the device in the URL instead. (Just copy your ad text into the next box below and create an ad to split-test.)

All these curly brackets mean is that each one of your ad groups can have its own unique ad that is highly relevant to the original search term. No need for synonyms, no approximations. No need for potentially disastrous dynamic keyword insertion. Just show people exactly what they were looking for and they’re more likely to click on it.

Now, for my actual URL I’ve sent people to a general directory page of iPod docks, but if I wanted to really up my game and help conversions and quality score, I’d look at the next step…

Step 4: Optional: Create a dynamic URL

In much the same way you used those wildcards in your ad text, you can also use them to create a dynamic URL containing the original keywords and pass this information to your website.

In this example I could use it to pull the right products from my online catalog so that my visitor sees exactly what they’re looking for right off the bat — no need to go digging through my site, and less chance of them dropping off along the way and me losing the sale.

I only need to build one landing page, and the dynamic URL does the rest.

The other alternative is you just send people to the page on your site (or the site you’re affiliated with) that talks about iPod docks. But the dynamically generated pages tend to achieve better quality scores, so if you’ve got the capability… do it.

Step 5: Build it!

With all this set up, the last thing left to do is build the campaign. I hit the “build” button, and SpeedPPC puts it all together.

I then just export it to CSV or Excel file ready to upload into AdWords, Bing, or any of the other 16 search engines SpeedPPC supports.

Bam! Targeted campaign for 350 high-converting, lower-competition keywords, just in time to make the most of that seasonal blip.

At this time of year, there are easy sales out there for the grabbing. Be nimble, adapt quickly, get those campaigns out there. Let SpeedPPC do the hard work — it’s what it’s designed for.

DON’T FORGET: For the next 4 days we have 55% off all SpeedPPC plans.