Jennifer Yaniz; A Beginner's Guide to Google PPC Advertising.

The first step is to make sure you have a compelling advertisement. Ideally you want to include one or two of your keywords in this ad and it should also have some sort of call to action that is going to get someone to click. The ad also can't be too over the top with as this will be seen as spam and a desperate attempt to get someone to click. The ad should therefore be professional in nature. Capitalize the first letter of each word as this will make the ad stand out.

The Call to Action Make sure you call to action phrase is more than "click here" as this doesn't say anything specific. Use words such as "buy now," "find out more," or "learn more." these phrases will increase your overall click rate. In your short ad you need to give the reader an incentive to click. Take some time to write the ad and ad in a good call to action phrase.

Try Several Ads If one ad isn’t working for you then try something else don’t keep using poor performing ads. You can write several ads and see which ones are getting the most clicks. Try different call to action phrases as well as other text with each ad to find the best converting advertisement. Have a look at ads in your niche or field form your competitors and see what they are using. You need to experiment to find the best performing ads for your market tor niche. It can take time to find these good performing ads so make sure you keep experimenting until you find ads that work for you.

Keywords Use your keywords in the headline as well as the ad copy. The keywords will show up in bold when someone types them into the search engine and sees your ad for that keyword. Make sure you test these keywords to see which ones are working for you and change things that aren’t working. It can be a bit of hit and miss so be prepared to make changes when necessary. You should pick keywords that re going to make it easier for you to see success. If they keyword has a ton of competition you will end up paying more for it and there’s no guarantee anyone will click on it. You may have more success with keywords that have good traffic but less competition.

Run Ads for A Decent Amount of Time It’s too difficult to determine the performance of an ad if you don’t run it long enough. Try to run ads for at least a few days or longer so you can judge how things are doing.

Google PPC can work for you but you need to experiment with your ads and try different things to find the best performing advertisements for your needs. Trying to increase leads and lower your costs on Google AdWords, check out our tips: 1. Do a search query report you would be surprised by what terms Google will display your ad with Go to the reporting tab on your main Adwords interface and then click on reports, you will see a hyperlink to create a new report, Click on that, on report type choose Search Query Performance. To get the best idea of total queries set the period for at least a thirty days and click create report. You may find yourself surprised at what you are paying for. After you have found keywords you would like to omit such as free, advice etc go back into your keywords tab click the hyperlink that says negative keywords and add those keywords to the list. You can exclude them on either the campaign or the ad group level. If you know that, you do not want your ads being shown when "free" is typed in combination with one of your keywords in the entire campaign then exclude them at the campaign level. If you want your ads to be shown when free and your keyword is queried in one ad group then just go to the ad group level exclusion.

2. You don't have to be #1 The old adage is that in order to get the most traffic from your campaign you need to be number one. Studies have shown that ads in positions 2, 3 and 4 get about the same number of customers for a lot less per click. In fact I have found that customers that found my ads in positions 2,3 and 4 actually converted more often.

3. Use combinations of exact, phrase and broad matches when selecting keywords for your campaign I usually like to stick to combinations of exact and phrase match as it avoids me paying for clicks that were generated by keywords I did not want. You will eventually see what keywords convert better.

4. Revamp your ads If you have done all this and are still not getting the results you want, it may be your ads. Take a look at how your competition puts together ads to give yourself an idea. Try dynamic ads these tend to get more clicks for information on how to create dynamic ads or ads with automatic keyword insertion please see http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=74996.

5. Use long tail keywords If you’re working on a tight budget look for long tail keywords, they tend to convert better because they are more specific. If I bid on "books" vs. "science fiction books" which do you think will convert better?

I hope that this advice will help you improve your existing pay per click campaigns. Pay per click advertising is a great way to drive instant traffic to a website that is not ranking, test out a new product or offer and expose your product to a new market.

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