As we mentioned in the last part of our course “How to Find Killer Keywords That Convert”, we also need to make a living, and so since we’re giving away some of the most powerful techniques that will save you some serious money on your pay per click advertising campaigns, we hope that you’ll be prepared to pay the measly sum of just $19.99 for the killer keywords techniques and these pay per click tips and tricks.

Really the information that we’ve given you for free already is worth far more than $19.99, and will save you significantly more, these extra 2 sections will help you to really nail your ppc costs on the head and cut your costs to the absolute bare minimum.

Surely thats got to be worth just $19.99?

This is doubly critical when you are paying for those clicks through pay per click advertising.

We have developed and refined some great techniques for finding killer keywords.

Of course we need to make a living too, so If you’ve found the course so far to be beneficial and to have saved you money then we’d like to ask you to consider buying this invaluable information for just $19.99

You will also get our extra Pay Per Click tips that will help to save you even more money.

Please help us to keep helping you by buying these invaluable money saving techniques.

Really the price that we’re asking is nothing – we’ve already given you far more in value than this for free, so please help us and help yourself and buy these extra PPC Management techniques that will cut your PPC costs even further.

This really boils down to correct use of internet marketing techniques.

The single and simple way to make your ads convert better is to make sure that you sell the benefits of your products or service to potential customers – that is, what’s in it for them?

If your ads are as dull as dishwater, or if they don’t convey the reason why internet users should use you, then they won’t click on your ad – they’ll click one of your competitors ads that is more appealing to them.

The way to avoid this is to make sure that your title is straight to the point, highlighting the product or service right up front, and then to use the descriptive lines of text to sell the benefits, ideally with a “call to action” incorporated into the ad, like “buy now,” “get yours here,” etc.

Using our Red BrandX Shoes example a good ad might look like this:

Red BrandX Shoes

We have the latest red brandX shoes

in stock. Buy now for free shipping

www.yoursite.com

The title in this example is straight to the point and is aimed directly at people looking for red brandx shoes.

Remember that if someone has searched using this term, then these keywords in the title and description will appear bold in the search results making them stand out.

The description tells searchers that you have the latest styles and fashions of the thing that they searched for, that they are in stock (i.e. you can get them quickly), and it then uses a call to action:

Buy now for free shipping.

The “buy now” is a call to action, the “free shipping” tells the person searching that you have an additional offer that is going to save them money, which will encourage them to click the ad.

The other thing that helps here is that people who are browsing with no intention to buy will be less inclined to click your ad if it mentions buying – they’ll be much more likely to click an alternative ad.

Clearly you will need to change the title and description to suit your own Unique Selling Points (USPs), which might be that you have the biggest selection, the lowest prices, next day delivery, instant delivery, or a host of other beneficial offers that you provide to your customers.

Other things that you might include in your title or description could be the price of the product – clearly this dissuades people who will find the price too high from clicking your ad – if they will have no intention of buying once they arrive at your site, you don’t want to pay for them to get there.

Avoid the trap of driving people to your site in the hope that they’ll buy, concentrate instead on driving people who are highly likely to buy – use your ads to filter them.

You also want to make sure that you set the individual URLs for each keyword in your Adwords panel.

If someone searches for “red brand x shoes” then they want to land on your specific page about red brand x shoes, don’t just have them land on your homepage and leave them to work out where to go for themselves.

Make everything as easy as possible for your visitors!

There is another trick that you can use for specific ad groups that you have set up around product groups or types called “Dynamic Keyword Insertion.”

This advanced Adwords technique allows you to insert a piece of code into your Ad group so that the title will contain whatever keywords the searcher used that triggered your ad.

This clearly makes your ads very specific to any searchers exact requirement, resulting in a higher click through rate.

For example, using the example from Google’s explanatory page here:

http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996

One interesting thing to note here is that there is a slight error within Google that can work to your advantage.

Ordinarily you get only 25 characters to create your title with. Using the keyword code above can return results that have titles longer than 25 characters – so in the example given by Google the 3^rd search term may well produce West Highland Terriers as the title.

Please be sure to refer to Google’s explanations of how you can use this coding at the URL given on the last page to better understand exactly how you can use this to improve your ads performance.

Whichever way you choose to present your ads it is imperative that you measure the results and try different approaches to see which works best.

Try using different titles with a call to action in the title if possible, different wording, and concentrating on different benefits.

Measure which of your variations provide the best results and then try different descriptions, again concentrating on different benefits, calls to action, etc.

Even if each change only improves your click through and conversion rates by small amounts, the effect when these are multiplied together can have very dramatic effects on your turnover and profitability.

We won’t dwell too much here on the different methods of tracking the effectiveness of your campaigns since there are very many different analytics packages available.

You could always use Google’s in built Adwords tracking methods along with perhaps Google Analytics for this purpose.

You can learn more about each by following the links:

Google Adwords Tracking

Integrating Google Analytics with Adwords

In Summary:

Remember to make sure that your Ad Groups titles are right to the point and mention the product or service.

Remember to make your ads sell the benefits to potential customers – let them know what’s in it for them and what they can expect to find on your website.

Letting people know exactly what you’re offering and what they’re going to get out of it will increase your response rate from genuine prospects, while reducing the number of spurious clicks from people who are unlikely to buy.

With Adwords you have 3 options which are broad match, phrase match, or exact match.

Choosing the wrong match type will cost you a lot of money!

The broad match choice will show your advert when the keywords you have chosen, plurals of them, synonyms (i.e. other words that mean the same thing, for example shoes > sneakers > trainers > etc), etc are searched for in any order.

For example, using our red shoes example again if you had “red shoes” as your keyword phrase set in broad match, then your ad would show for searches like the ones below:

Red shoes

Shoes with red laces

Shoes worn by Red Buttons

Etc.

Clearly this will put your ad in front of a lot of people who will have no interest whatsoever in your products or services, and the more that your ad appears for generic searches, the more clicks you’ll get and the more it’ll cost you.

Broad match should really be avoided at all costs.

To set your keywords list to broad match you simple have a line of text like:

Red Shoes

The phrase match choice will show your ad only when the keywords you have chosen are searched for in the same order, and with other words included.

For example, using our “red shoes” key phrase again with phrase match set your ad would show in searches like the ones below:

Red Shoes

Buy red shoes

Cheap red shoes

Red shoes with laces

Etc.

The ad wouldn’t show if the search contained those words out of order, so for example “red dancing shoes” wouldn’t show the ad since there is a word between red and shoes.

This is a very useful setting and helps you to more carefully limit the types of visitors that will end up clicking on your ads to arrive at your website.

To set your keywords to phrase match you simply put each phrase inside inverted commas like:

“Red Shoes”

The final setting is the exact match choice that will only deliver results if the search is exactly the same as your keyword or phrase, so for example with our red shoes example set to exact match your ad will only show when someone searches for:

Red shoes

It will not show for any other search.

This setting allows you to very specifically limit the searches that your ads will show for and can help to reduce spurious clicks significantly.

To set exact match you simply put your keywords inside square brackets like:

[Red Shoes]

Determining whether you should use phrase match or exact match comes down really to your own industry, business, and customer base, but our recommendation is that you use the methods outlined in part 4 to choose high quality keywords and phrases and then set them to exact match.

This allows you to have complete control over your PPC ads, to be extremely specific about when your ads show, and consequently to deliver only motivated visitors to your site, and to reduce your PPC costs to the absolute minimum.

This method will return the maximum return on investment for your PPC advertising and will result in the maximum conversion rate possible.

It can be difficult to convince yourself to adopt this approach since it feels like you are making your campaign too narrow, and that you will be missing potential customers, but this is absolutely not the case.

Remember that anything that you implement can be reversed easily if necessary, but we can assure you from a lot of experience that once you have refined your PPC campaign like this and seen the difference that it makes to your PPC costs and performance, you will not want to revert back to the wasteful and expensive model that you used before.

The next step covered in part 3 is to make sure that your PPC ads appeal to people who want to buy and discourage people who aren’t looking to buy from clicking on them and costing you money.

One of the common forms of this is to pay for phrases and keywords that are not exactly linked to your product or service, and also to pay for terms that will not be used by people looking to buy.

As an example of this I’d like to give a real life case of one of our clients who ran a scrap gold dealers.

When we first looked at this customers keywords list he had a total of 83 live keywords/phrases, which is hardly excessive by some standards.

Upon examining this keywords list we found no less than 28 of these phrases (so roughly one third) were related to current gold and other precious metal and gold coin prices and values.

E.g. “today’s gold price” or “live gold price” or “coin values”

Now this at first might seem like a reasonable list of keywords to use, after all people who invest in gold and silver or other precious metals will be interested to know the current price, and it would be a great way to get people already buying or selling gold onto their website?

Well actually, no, it is not an effective list of keywords at all!

First of all the people who are likely to be looking at the price of gold are almost certainly going to be the people who have invested in gold already and want to check how their investment is doing.

If you think about it anyone who is looking to buy will be interested in finding a dealer they can trust and who they can get a fair price from, but with gold there is no room for price differences between genuine dealers.

Gold has a price set by the market, and all Krugerrands for example contain the same amount of gold – so they will be the same price wherever you buy from.

So buyers are likely to compare dealers against each other to make sure they’re not paying too much, but checking today’s price of an ounce or gram of gold really tells them nothing.

Secondly, and probably more importantly, this dealer was predominantly buying scrap gold and people who have a few broken pieces of jewellery to sell are not going to be remotely interested in what today’s gold price is.

They are almost certainly not going to watch the market to try and find the right time to sell, they will decide that they are going to sell and then do it.

Consequently you can see that virtually every click that this client paid for when someone searched for the current gold price cost him money for no return, since they will almost exclusively have been people checking how their own investments were doing.

Also important to consider is that these keywords did not reflect his core business.

This clients core business was for him to buy other peoples scrap gold, and occasionally to sell some of the gold coins that he had acquired to investors – but 95% of his business was buying scrap gold.

For this client then the core phrases that he needed to concentrate on were for example:

“Scrap Gold”

“Sell gold jewellery” (and the American spelling “sell gold jewelry”)

“Sell gold coins”

“Sell gold bars”

Etc.

Since he also sold some coins available on occasion he might also have included keywords when he had gold coins available to reach potential customers who were looking to buy, e.g.:

“Buy gold sovereigns”

“Buy gold coins”

“Invest in gold coins”

“Buy gold Bullion”

Etc.

You can see however that the core keywords are now completely aligned with his business, AND they also contain an action word, something that all visitors have to do if they are to become customers – i.e. buy or sell!

Consequently what we did was to pause every keyword in his campaign that wasn’t directly aligned to his business, and refine those that were (more on this in part 2), and the results were remarkable.

We took him from 83 keywords to 21, reduced his PPC spend by over 90%, and his turnover hardly moved at all. Most of his advertising spend was money going up in smoke.

Now, this is one particular example, and of course since every industry or sector is different there may be other keywords that would be good action words that you could use.

If you are selling in a market where price competitiveness is expected from your customers then perhaps “cheap,” “cheapest,” “best value” etc may be good action words for you to use.

This only holds true of course if you really do have cheap/the cheapest/the best value product – otherwise anyone who clicks your ad will not find what they want and will leave without buying, costing you money!

Another common search performed by people is when they have decided on the make of product that they want and they search prior to buying.

Sometimes these people are looking for reviews of the product prior to buying, sometimes for the best price, and sometimes just for a place that sells what they want, and so incorporating brand names into your keywords can work very well, you could have:

“brand x”

“brand x shoes”

“cheap brand x shoes”

“brand x reviews”

“brand x dealers”

Etc.

Mostly the choice of keywords that you use will be determined by the volume of searches that people make each month, it is not practical to create a list of keywords and phrases that nobody uses – we’ll cover how to find some killer keywords in part 4.

The key message here is to sit down and think clearly and carefully about what your core business is, think about what your customers and potential customers are looking for, and how they would search for this on the internet.

Then go through your existing keywords list and be brutal!

Pause EVERY keyword and phrase that does not EXACTLY match what your customer is looking for and what your business does and then watch as your PPC costs fall through the floor without killing your turnover.

This is something that you can implement right now and start saving money today.

Do this first and see the difference so that you can measure where you were and where you are after making the changes. Then you can look at adding new phrases that contain action words important in your industry and measure the difference again (e.g. PPC costs against PPC sales).

You can do this right now with your keywords list and see money saving results today. Remember to be brutal with your trimming, and also remember to read the tips section at the end – there are some more very important topics in there that you need to add into your PPC Campaign.

Generally speaking people make a number of common mistakes in the implementation of their PPC advertising campaigns, which result in un-necessary advertising costs that account for a large proportion of their PPC costs.

By better understanding how PPC advertising works, understanding the kinds of phrases that people ready to purchase use (and consequently the searches they perform), by conducting the right kind of keyword research, and using some clever techniques to find out what works for your competitors, you can easily improve the performance of your PPC advertising while simultaneously slashing the costs.

To make this section easier to understand and implement it has been constructed into different chunks.

Since we want to make this as easy to follow and initiate as possible, and to help you to save money as quickly as possible, the first 2 steps can be implemented by you into your existing Adwords campaign immediately  so that you can start saving on your advertising costs right away.

The second 2 steps require more explanation and will take more time for you to work through – if you want to go that far – and so they are explained in more detail later.

Finally we have a section of extra tips and techniques that is very important and will help you to save money and improve your conversion rate – so be sure to read it carefully!

Firstly we’re going to look at the language that people use when searching online, and learn how to identify and use the “action” or “buying signal” keywords and phrases that are extremely important.

We’ll then look at how you can cut your keywords list to remove non productive keywords and phrases from it.

Secondly we’re going to look at how to better use the keywords and phrases that you have left so that they deliver a far better conversion rate than they will have been doing previously.

You can then use these 2 steps right away to cut your PPC costs instantly.

The third step covers making sure that your PPC ads appeal to people who want to buy whilst discouraging people who aren’t going to buy from clicking on your ads and costing you money.

The fourth step will be to analyse your competitors Adwords campaigns and to find new keywords from them. This takes some time and effort and is a longer term project if you want to continuously manage and refine your PPC campaign rather than just cutting the costs.

In actual fact we have now reduced the PPC Costs for this customer by 100% since they employed us to not only address their PPC problems, but also for our SEO Services to correctly optimise their website.

They are now no.1 in Google and don’t spend a single penny on PPC advertising.

Our first brief however was to address their online advertising costs that had increased dramatically and were seriously jeopardising their business. At that time they were spending around £4500 (c.$7000) per month on Adwords and were seriously having to look at cutting their workforce.

This really is a significant amount of money if you think about it, particularly when you consider that it comes straight off the bottom line. If you’re working on a 20% Gross Margin, then you’d need to turnover £22,500 per month just to cover the £4500 of advertising!

The first thing that we did was to analyse not only the keywords within our customers Adwords campaign, but also to analyse the Adwords campaigns of their main competitors to discover which keywords were working for them (more on this later).

Our customers original list came to 83 keywords and phrases, which were all on the “broad match” setting.

We quickly whittled this list down to 21 keywords and phrases and set these to either “phrase match” or “exact match” to make sure that we had a clear focus between what the visitors were searching for, and what they would find on the website.

The remaining 62 keywords and phrases were paused rather than deleted so that they could be re-activated later if necessary.

We then added a handful of new phrases that seemed to have shown some success for our customers competitors.

The results were instant and conclusive. The Adwords costs dropped from £4500 per month to under £300 the following month, whilst turnover from the Adwords campaign dropped by just 6.5%.

But what does this mean in real terms? Using the actual figures from this customer:

Originally they were turning over £27,500 on average from an Adwords campaign costing £4500 per month, and they were working on a 20% margin.

This gives a gross margin of (£27,500 x .2) = £5500

Less the £4500 Adwords costs gives them a profit of just £1000 which equates to 3.6% profit margin and a return on the Adwords investment of 22.22%

After our changes things looked much better:

They were now turning over £25,712.50 (£27,500 x .935 [the 6.5% drop in turnover]) from an Adwords campaign costing £277 per month, and they were still working on a 20% margin.

This gives a gross margin of (£25,712.50 x .2) = £5142.50

Less the £277 Adwords costs now gave them a much better profit of £4865.50 which equates to 18.9% profit margin and a return on the Adwords investment of 1756.5% 

In summary:

This increased the profitability of the PPC advertising campaign almost by a factor of 5, and is clearly much better and how a healthy Adwords campaign should look!

It is clear from the figures above that getting your Adwords campaign wrong has severe implications for your business, especially with regards to your profit margin and bottom line.

Getting it right is critical if you want to get the maximum from your business.

The next step for this customer was to analyse the results and see which keywords and phrases were performing best, whether any could be improved, and whether any could be removed – but frankly after such an emphatic turnaround in performance this was a minor issue and not something that unduly concerned the customer.

We did tweak and adjust the campaign and make some further slight improvements, but after optimising the website for search engine performance it ranked 1^st in Google within 3 months, more than quadrupling our customers turnover and profit and rendering his PPC Campaign unnecessary.

Hopefully these 2 case studies will give you an insight into not only what we need to be looking at to optimise a PPC campaign, but also, and much more importantly, how much difference an optimised PPC campaign will mean to you, and how much difference it can make to your bottom line.

We’ll now move on to optimising your own PPC advertising – you should be able to implement the first changes to your campaign and start saving money on your advertising shortly after reading the next section….

In his own words:

“I fell into the World of online business somewhat serendipitously, if not completely by accident, when I decided to try selling a digital product that I’d produced through a dedicated website.

At that time I had no experience whatsoever of websites, search engines, or anything else related to the internet, and so the natural way for me to promote my new website was using Google Adwords.

At first I was gobsmacked – excited, enthralled, energized, and loving the fact that from the very first day I was selling my digital product – the same product in effect – over and over again for £19.99 (about $35 at the time) with hardly any effort on my part.

The Adwords PPC campaign delivered exactly what I wanted, visitors who bought my product for a good price and at an incredibly low cost – in the first 18 months the average cost per click was around 4p (roughly 6c to 7c), I had over 1000 visitors per day, and a typical conversion rate of around 1%.

This was more than I could have hoped for, since I was selling around £200 ($350) per day and the costs were just £40-£50 (well under $100) per day. This was a highly profitable venture.

I was at that time the happiest that I had been for a long time, since my online income was making me more than my full time job and my money worries we’re now just a distant memory.

However, this harmonious existence didn’t last for too long once that the cost per click started to creep up – and up, and up, and up!

Within what seemed like a couple of months the average cost per click had climbed from 4p to around 20p, and suddenly, and almost without warning, all of my daily sales were needed just to pay for the advertising!

My business had gone from being highly profitable to being not profitable at all, and I had no idea how to correct the problem.

I really didn’t want to lose my nice little sideline, and so I came to the rapid conclusion that I needed to do 2 things:

1)      Find a way to get my PPC costs back to an acceptable level (this was most urgent)

2)      Learn how to optimise my website so that I didn’t need to rely on PPC

This second option seemed like a huge mountain to climb, but as a side note it is something that was concluded more than satisfactorily – this same website is now 6^th on page 1 of Google completely naturally and under its own steam – and the resulting lessons learned were the driving force behind a thriving Search Engine Optimisation business and our search engine optimisation course.

With regards to the first point, I was under the impression previously that my PPC campaign was perfectly fine, and I couldn’t see how I could possibly make it any better, or reduce the costs.

It seemed pretty straightforward – you choose a load of relevant search terms that people looking for a product like yours might use, and then people come to your site and buy – what could be more logical than that?

Furthermore, with no real control over the cost per click (i.e., if Google set it at 90p per click you couldn’t choose to pay 5p and expect your ads to show) how could you reduce your PPC costs?

I started to read everything that I could on PPC advertising to understand what I was missing, and to see if I could find any methods or techniques that I could use to at least try and revive my now flagging business.

With little to lose I decided that I needed to take drastic measures and so I embarked on a quite ruthless trimming of my Adwords keywords list, coupled with a handful of other ideas to try and reduce the costs.

My reasoning was that although I might see my turnover drop substantially, at least if I was making a profit then I would still be getting something from my now struggling website – which was better than the place I was now at.

To my amazement I found that while my Adwords costs dropped by around 90% as I’d expected, my turnover dropped by less than 10% – in other words, I was now back in a highly profitable position again with little more effort than managing my keywords list!

I found this quite fascinating, and it is something that I have studied vigorously over the last few years – in essence, it boils down to the way that people think and behave, and the language that they use online, which can be completely different to how they think, behave, and the language that they use in everyday “real” life.

Where I had made the main mistake (which is where many others fail with PPC advertising) was to try and cast my keywords net too far and wide, mistakenly believing that this would allow me to catch the internet fishes that lived at the very edges of my products likely target audience.

While my vast and sprawling net would occasionally catch the odd lone fish, it cost me a fortune to keep and maintain – and there was really no need for this cost – the biggest, fattest, most profitable shoal of customers was right there in front of me, and I could catch them all with a small, low cost, carefully targeted net that cost me a fraction of the previous huge one.

Of course this is over simplifying the process, especially since we have now developed other techniques and methodologies that can further drive down the costs of PPC advertising, but in essence it is correct.

The simple truth is that when people search for a product online they do it in a totally different way to how they shop on the high street.

When people go to the high street they browse – they will walk into a store and look around at a variety of products.

When they shop online they search for a specific thing – they have in 99.9% of cases already decided exactly what they want, and their searches reflect this fact – they search for exactly the thing that they want to buy.

Clearly then, if you have a website selling nothing but red shoes, you want your visitors to be made up exclusively of people who want to buy red shoes.

It is completely useless to try and funnel to your website people looking for black shoes, pink shoes, golfing shoes, red sneakers, red slippers, or anything else that does not EXACTLY match your product range.

We have a tendency to think that maybe if someone is looking for a pair of red sneakers then they might be interested in our red shoes – maybe they’ll see something that they like better – THEY WILL NOT!!

It is a complete and total waste of money to pay for visitors to your website if they are not looking for exactly the thing that you sell – period!

People approach PPC advertising from completely the wrong angle. They think that they have 100 customers per day now and a 1% conversion rate, so they get 1 sale per day.

If they increase their visitors to 1000 per day through PPC, then at 1% they’ll have 10 sales per day.

What actually happens is they pay for the extra 900 visitors and find that they still only make 1 sale per day – in other words, the conversion rate isn’t static, it varies depending on the quality, or the focus, of the visitor – the less focused the PPC keywords, the lower the conversion rate will become.

Once that you understand this fact and you have the necessary tools and techniques to implement a carefully planned PPC campaign, then you can kill your advertising costs by 90%+, increase your conversion rates, and have an advertising ROI that will be envied by other online businesses.

Most important of all is that you’ll actually make a profit.”

Well don’t worry, you are not alone – and the great news is that we can help you to smash your PPC advertising costs without destroying your turnover!

As useful a tool as PPC advertising is, it is also unfortunately true that it keeps getting more & more expensive and it doesn’t take long before something that was originally helping to add to your bottom line is consuming almost all of the profit that it generates – and sometimes more on top.

If your website is not on the first page of search results (we’ll refer to all search engines as Google from here on in) then it leaves you with a difficult dilemma:

1)      You need the PPC advertising to drive visitors to your site

2)      You can’t afford to use PPC advertising because it’s too expensive

On the one hand if you drop your PPC ads then it will get rid of the cost, but you’ll see your visitor numbers dry up, which is going to kill your sales and hammer your profits;

On the other hand, although your PPC ads deliver the visitors that buy it is so expensive that you make little or no profit – you end up at a point where you might as well not bother.

The answer clearly is to find a way to make PPC viable again like it was when you first started – where it delivers the visitors that you need and at the same time is cost effective enough to make your business healthy and profitable.

You may think that this is a pipe dream, and you may even have tried a number of changes to your PPC campaigns to no avail, but don’t worry.

By the time that you have read this publication and implemented the strategies contained within it, you will be able to cut your costs significantly with at worst a marginal drop in sales, and to be able to return to profitability so that PPC advertising delivers an acceptable Return on Investment (ROI).

It is always daunting to take someone else’s advice and to make changes that could affect your business, but remember that any changes you make need not be permanent – they can be quickly reversed if you are uncomfortable with the results or if you want to try a different approach.

With this in mind, and to reassure you that we know what we’re talking about, I’d like to present a couple of case studies to show you what can, and has been achieved using the very same techniques that we’re going to show you…

Please note that the main, and far more powerful techniques are contained in our PPC Management manual.

PPC Tip No.1

Our first PPC tip is that you should avoid at all costs the temptation to bid your ads to the no.1 spot in the paid results.

Although you will undoubtedly get far more visitors from being in the top position, you will not be getting quality, targeted visitors that go on to buy, and these visitors are the only ones that you are interested in.

Generally speaking you will get far more for your money if you aim to have your ad between the 3rd and 5th places in the results, especially if you have a well written, action provoking advertisement (this is covered in depth in our PPC Management Manual).

People will generally scan through the ads looking for one that matches what they’re looking for, and so it is not necessary to be at the very top to catch their attention.

By comparison, many people will just click the top result simply because it is the top result, resulting in much higher PPC charges, and a lower conversion rate and Return on Investment (ROI) for you.

PPC Tip no.2

Our PPC Tip no.2 is to choose not to have your ads showing on the content network, but instead to stick solely to the search results.

The reason for this is that it is extremely difficult to properly control the display of PPC ads on the Adword content channel, and generally speaking this platform delivers a poor ROI, with costs often running away rapidly with little return.

Sticking solely to PPC campaigns showing only in the search results (at least at first) makes your PPC Campaigns easier to manage, and in our opinion delivers much better value for money – you can still choose to display PPC ads on the content network later, once you’ve optimised as much as possible for the search results.

PPC Tip No.3

Our PPC Tip no.3 should be totally obvious to anyone using Googles Adword or any other form of PPC advertising, but you’d be amazed at how many people get it wrong.

Our recommendation is that you go through your list of PPC keywords and phrases and choose a specific landing page for each that is relevant to the keyword.

That is to say that if the person searching is looking for red hats, make sure that they land on a page related to red hats. Don’t just have every keyword leading to your home page for your visitor to try and navigate their way to the pages that will be of interest to them.

If they can’t find what they’re looking for in a couple of clicks (and lots of them won’t) then they’ll leave and go somewhere else, losing you the sale whilst adding to your PPC bill.

Make sure that you make your visitors experience as easy and straightforward as possible.

Take them directly to exactly what they have searched for so that they can see it, make their decision, and buy the product or service right there and then – make sure that it takes the minimum number of clicks from landing to checking out as possible.

These 3 simple PPC tips could save you money and increase your conversion rates, but as useful and valid as they are they pale into insignificance compared to the powerful and instant techniques contained in our PPC Management Manual – These could save you up to 90% of your PPC expenditure OVERNIGHT!

Make sure that you take advantage of it today!