This morning I got an email from Amazon. They are no longer going to pay associates for paid search engine traffic, like Adwords or Yahoo Search Marketing.

This may be of particular concern to Howie Schwartz and his "Black Hat is Back" products. Howie recommends finding niche markets on Amazon. Amazon lets you see what are hot products, and then gives you an affiliate program to promote them. Fortunately Howie and his "Conversation Domination" product talks about driving traffic through the use of social media websites, and does not promote Adwords. Still one has to wonder if users of Howies program made the step to advertise on Adwords. Perhaps the popularity of these program influenced Amazons decision.

You know I recommend a strategy of one adgroup per keyword. This strategy allows you to have a landing and ad tailored to your keyword. This creates relevancy between the keyword, the adgroup and the landing page. Relevancy translates into higher quality scores. Higher quality scores mean lower CPC, which saves you money. Higher quality also translates to higher ad positions, thus getting you more traffic.

We've gone over what it takes to create relevant landing pages. You optimize a page for Adwords relevance the same way you would optimize for Search Engines (SEO). You use the keyword in the page filename. You use the keyword in the page title and meta tags. You use the keyword in the heading tags. You use the keyword within the content of the page.

But do you know how to create a relevant ad? There is one technique. That technique is to use the keyword in the ad as much as possible. Adwords wants to see the keyword in the ad, plain and simple.

You might be thinking you'll just use Dynamic Keyword Insertion (DKI) and that will get your keyword in the ad. But it won't work. First DKI works with the consumers the search term, not your keyword. Unless you are using exact match, this two may not be the same thing. Second, DKI doesn't count toward quality. Adwords is doing the substitution; they know you are using DKI. Adwords has made it clear that DKI won't boost the quality of your ad.

On a side note, the beauty of the one ad group per keyword strategy is you know what the consumers search term is without DKI. If you sue phrase and exact matches, you know the search term is your keyword or at the very least contains it.

Regardless of that fact, when you work with one ad group per keyword, you can literally put the keyword in your ad. This is what will signal Adwords that you have highly relevant ad.

For example, imagine your keyword is "Rome Hotels". Your ad could then look something like this...

headline:       Rome Hotels
description 1:  Planning a trip to Rome?
description 2:  Find hotels now.
display url:    www.MyDomain.com/Rome-Hotels
dest. url:      http://www.MyDomain.com/Rome-Hotels.html

For our purposes here, you can ignore the description 1 and description 2 lines. You'll need good sales copy there. You refine that copy with split testing. But sales copy is a different topic.

For now, notice how many time the keyword Rome Hotels appears in the ad.

First, you see it in the headline. Were you to use DKI, you'd also put it in the headline. The idea is that the consumer is likely to click the ad when the headline matches the search term. With one adgroup per keyword you get the exact same benefit.

But, the ad above also gets a quality score boost from Adwords. Why? Because the keyword is literally appearing the ad itself. It is not sales copy or DKI.

Second, the keyword is the display url. The display url has to be a valid url, and spaces aren't valid. Therefore the spaces have been replaced with dashes. Both Adwords and a consumer can still identify the keywords with dashes. That means we again get a quality score boost from Adwords when it sees the keyword. Plus, we display the keyword to the consumer again, further compelling them to click.

Finally, the keyword is in the destination url. The consumer won't see the destination url but Adwords will. Both the ad and landing page will get a quality score boost for having the landing page filename the same as the keyword.

Google has decided to disallow two distinct domains within the same adgroup starting February 2009. That means you can't have an ad with domain1.com and a separate ad for domain2.com in the same adgroup. All ads with a single adgroup must have have the same domain, domain1.com.

Using two different domains used to be a valid way of split testing your ads. The display Url must match the Destination Url in Adwords. The display Url is shown in the ad, so a carefully selected domain name is a way to get another keyword or marketing message across in the confines of an Adwords ad. Marketers familiar with Perry Marshall know he encourages you to own multiple domains and split test sending traffic to them. Perry argues that there can be a vast differnce in CTR and ROI depending on the domain name.

After February 2009, you'll need to have separate adgroups for separate domains. It's possible to split ads in different adgroups. But, the process of dividing up the adgroups and then comparing totals for split testing will become more difficult.

Subdomains are unaffected by this change. You can still have sub1.domain1.com and sub2.domain1.com in the same adgroups. Subdomains by definition all reside on the same domain.

Every website about Adwords gives some opinion about what keyword matches to use. Some say never use the broad match and stick to phrase match. Most advise to qualify phrase or broad match Keywords with negative keywords. But you rarely have anyone talking about the exact match. Lets examine the benefits of the under used exact match.

First, you never have to worry about Negative Keywords with exact match. If you are after the keyword "quality score" you don't need to worry about eliminating "air" or "sound". If the consumer used those terms, it wouldn't trigger the exact match. It is already qualified, and it increases as you get more long tailed.

Second, you can skip all the Dynamic Keyword Insertion crap. Sure, DKI is awesome if you are lazy. Look at some of the big names using it, like Target. They just put the token in the headline and have a generic ad for Target. Remember that DKI does nothing for the quality score. What's the plus? You get to have the consumers search term right there in the ad text. That's good for generating a high CTR.

Guess what? Use exact match on a single keyword in a single ad group, and you'll know what the search term was. That's the beauty of exact match. You can put the search term in your ad because you know exactly what it will be. You'll get the same the CTR increase you would with DKI. Plus, you'll get the quality score increase of having your keyword in the ad text that DKI won't do. That gives exact match a leg up on DKI.

You'll also know exactly what search term hit your landing page. You can tailor your content for the exact search term. You can accomplish the same with DKI passing the search term as a parameter. However with DKI you'll never be able to anticipate what the search term would be. You wind up with grammatically poor content.

In a hot market you'll want both the quality score increase and the CTR increase. It'll allow you to bid on keywords that might well be beyond the scope of your budget with phrase or broad matches.

Give exact match a try with your best keywords. You may be pleasantly surprised at the results.

You may be thinking that exact match sounds great, but you don't want to have to create a new ad group for every keyword and write a tailored ad and landing page. If you want to automate ad group and ad creation, check out the campaign creator tool at adwords-marketing-tool.com

I recently launched a new website and Adwords campaign. My ad groups, keywords and landing pages have an 8 out of 10 quality score. This is a brand new website and a brand new campaign. Adwords calls this a "great" Quality Score. I'll describe the exact steps I took so you can duplicate them and get great quality scores as well.

First, the market is highly competitive. It's a market that all major news outlets said was hot and growing online in December 2008 despite the recession. I have over 500 keywords. I'll talk more about them in a minute, but I want to give you an idea of the scale of the campaign.

I started with the landing pages. I have unique, tailored landing page for each keyword. The whole key to a great quality score is having relevant ads and landing pages for your keywords. I recommend a strategy of having only one keyword per ad group. The entire strategy is freely available at adwords-marketing-tool.com. The strategy guide covers in detail all the concepts I'm about to summarize for creating a landing page. Get your free strategy guide at adwords-marketing-tool.com.

I'll briefly describe the steps to build a tailored landing page. You start with domain relevant to your market. Plus your domain should only be about your market. You don't want a domain, or a subdomain that covers many topics. Keep your domain targeted. Next, each page has the keyword as the landing page. For example, if the keyword is "college football", the page is named college-football.php. That puts the keyword in the url.

For each page, I have the keyword in the title tags, keywords meta tag, and description meta tag. I also have the keyword in the heading (h1) tags on the page. There is content tailored for the keyword on the landing page.

I have just said I have over 500 tailored landing pages. I did not write each by hand. Instead, I used the advanced strategy guide and the techniques described inside to automate this task. I spent about 25 hours over 5 days during Christmas to launch this website. It would have taken me weeks to create landing pages manually. Visit adwords-marketing-tool.com to get the advanced strategy guide and learn how you can automate website and campaign creation.

The last thing I did for each landing page was add a link to my sitemap, contact us and privacy policy pages. Google wants your website to look like more than a single page. It also wants you to be transparent and offer contact info and policies.

The next step was to tackle the keywords. I had about 20 high traffic keywords. These were not long tailed keywords. They were the top volume producers for the market. I wanted to append U.S. cities to the front of each keyword. This would turn high volume keywords into long tails, and simultaneously target geographic areas. This was the best way to attack this highly competitive market.

I used the free Adwords Bracket Tool at adwords-marketing-tool.com to generate my keywords. The free tool lets you combine a list of prefixes (or suffixes) to your keywords. I used the tool to append cities to front of my keywords. Imagine turning keyword x into "New York x, Los Angeles x, and Chicago x" automatically.

Finally, I need to create the Adwords campaign. Again, I used the campaign creator tool at adwords-marketing-tool.com. This generated the entire campaign in seconds, keywords, landing pages, ads and all.

That's it. That's how I generated a new campaign for a new website and got 8 out of 10 quality scores.

I still have some work to do. First, the market is so competitive, the expense is climbing rapidly. The good news is I have CTRs anywhere from 5% to 20%. I'm bidding a high CPC to get that high CTR for the first few weeks. Over the long haul, I will be able to lower the CPC and still have top placement due to the outstanding CTRs. Plus, I have is 8 out of 10 for 90% of the keywords, the others are 7. I do not have any 9 or 10 scores. I'm still chasing those.