Custom Search

Pay Per Click (PPC) - Part 2

In part one, we talked about how PPC programs work and explained the difference between showing up in the search window or on the content network.

Today we will share some great ideas about optimizing your PPC campaigns.


Whole books have been written on how to use Google AdWords and the other pay per click programs out there. Take a look at them if you wish. (You can't go wrong with Chris Carpenters' Google Cash 3rd Edition).We don't have space or time to go over that here, but I want to take a look at some of the basic ideas that will increase your campaign's profitability.

1. Your choice of keywords is of utmost importance. You must choose good keywords in order to succeed. You will need to learn two important things.

The first one is to know what keywords people are actually using to search for what you are marketing. You can get an idea of what people are looking for on a monthly basis by using programs like WordTracker, Keyword Elite or SBI!'s Brainstormer (Take a look at Day 3 of the action guide to see what Brainstormer can do. I highly recommend the female voice. Click on the male voice to see why!).

You also need to keep cost in mind. It doesn't make sense to spend $1 for a click that might make you fifty cents.

You need to find keyword phrases in the sweet spot where they receive plenty of clicks but your cost per click (cpc) is reasonable.

2. Use prequalifiers to discourage tire kickers. You have to pay every time someone clicks on your link. Even if your visitor doesn't have any intention of buying.

One way to discourage information-seekers from clicking on your link is to include the price of your product or service in your ad. Doing this shows them that perhaps they should go elsewhere if they are looking for something for free.

3. Learn how to write effective sales copy. Remember that you are writing an ad to entice someone to click on your link. Learning how to write good copy and a powerful headline will improve your clickthrough rate.

4. Like we talk about elsewhere, test always. As a PPC advertiser, you should test your ads weekly and see what the results are. You should always test new headlines, copy and prices to see what brings the best results. Constant improvement will lead you to the ads that convert best. Once you know which ads those are, you can put more money into those and stop running the ads that don't convert.

5. Continually study and learn. Look at your competition's ads. If you see the same ones over and over again, there is a good chance that ad is working. Take a good look at it and study it to see why it might be so successful. You can't copy someone else's ads, but you can learn from them.


Search Results vs Website Content

Once you have decided to use ppc search engine advertising, the next decision you have to make is where you want to advertise. You can bid to show up on the search engines' results page or you can show up on a content page where the content of the web site matches the keywords you are bidding on.

Most internet marketers agree that you will get better results by appearing on the results pages of the search engines. There are still many people whose ads appear on the content pages and it seems to be working for them. You will need to decide which is best in your case by testing. Do both and see which works best for you.

Tracking and Statistics

Finally, AdWords has some excellent tracking statistics that allow webmasters and publishers to track their results across a number of sites, page by page. You can slice and dice the information any way you want. When you set up your AdWords account, take time to look around. You will be amazed at all the free tools Google gives you.

Whether you use all the bells and whistles or just the basics, make the most of it because it is one powerful tool that will help you find out which ads are performing best. This way, you can fine tune your Adwords ads and focus on the ones being visited the most and improve those that are being ignored.





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