by Ash Nallawalla
When I first read the description of SpeedPPC and saw the price of $497, my immediate thought was that this product was too cheap. I had seen an online service that charges a relatively higher, recurring fee to do what SpeedPPC 3 does for a one-time fee. I nearly told SpeedPPC creator Jay Stockwell that he is nuts – actually I met him at Pubcon 2007 and I suggested more diplomatically that he should check out what the competition is charging for less functionality. He gave me a sneak peek at the beta version 3, which is still being polished as we speak. Here is my report.
By now you must be wondering what the hell is SpeedPPC and do you care about it. If you do not use pay-per-click (PPC*) ads to advertise on Google AdWords, Yahoo! Search Marketing or Microsoft adCenter, then you won’t care about the rest of this review.
* which Google misleadingly refers to as “SEM” although SEM includes SEO, but that’s another story.
What Is SpeedPPC?
SpeedPPC is both a system and a methodology. It is not a single program but a set of Windows program, website templates and PHP scripts.
SpeedPPC takes your list of keyphrases (Google calls them keywords) and enables you to multiply them into additional combinations, e.g. “dentist” can be combined with a list of suburbs, e.g. “dentist richmond”, “dentist kew” and so on. This known as the “dual core” method. You can specify different bids for Exact, Phrase and Broad Match. SpeedPPC also creates the creatives, which are the actual ads you see on the ad network and their partner sites.
You can upload the creatives and the keywords with their bids using the Google AdWords Editor. The SpeedPPC campaign builder will also build your Microsoft adCenter campaigns, but you’ll need to use their online interface to add them (via a bulk upload CSV file).
The next important feature is that you can create a unique landing page that uses each keyphrase prominently. This keeps the Google Quality Score as high as possible, which gives you the cheapest cost per click. This feature is not entirely in the SpeedPPC package as such, but in a separately downloadable PHP script and matching templates. You install the script and it gives you a custom page for each keyword.
For example, to create the templated landing page at left, you embed the HTML inside the supplied PHP script, then you call it from the ad network’s Destination URL with a call such as:
Click the above image to see where the above variables end up in the template.
A closely related feature is the Affiliate datafeed landing page creator. This enables you to have a unique keyword and landing page pair per product in the datafeed (see image to the right) – affiliate heaven!
You upload the supplied script and make a MySQL database on your Linux server and follow the simple instructions to upload your datafeed file.
A fine set of narrated videos help you to understand the product very quickly. PDF manuals are also provided.
SpeedPPC 3 is a powerful tool for PPC advertisers, particularly those with thousands of keywords and who are targeting multiple locations for each keyword. Although there are many free tools to mix keywords with another variable, they don’t address the tricky issue of building unique landing pages for each unique keyword. Not only will this improve the Google Quality Score, it will be a better user experience and, therefore, it should lead to more conversions. If you are a regular PPC advertiser, you should grab a copy before Jay wakes up and raises the price.
Product home page: www.speedppc.com