How to Make Your Pay Per Click (PPC) Advertising Campaign Work – Part 1

The devil with Google AdWords^TM lays in the detail. Attending to the tiny details of your advertising campaign can help you avoiding the most common mistakes of PPC Advertising and will eventually save you a lot of money. In this article I will talk about the common mistakes and in some follow up articles I will get more into detail on five particular points that will immediately result in a better click through rate (CTR) for your Google AdWords^TM Campaign later on here. Following the advice below and avoiding the most common mistakes will boost your success and reward your effort in a very short period of time.

The Ten Most Common and Costly Reasons Why Your Google AdWords^TM Campaign Fails

1. You Have Too Many Keywords in one Ad Group Clean out your keywords often It is vital to target your ads to be as relevant as possible. Break your keywords into more than just one or two ad groups. This will allow you to monitor each of your ad variables so that you can be as relevant as possible. The effect is here that you will get a higher CTR and Google will honor this by drastically reducing your cost per click price (CPC) and positioning your ads higher up the ladder. As higher your CTR is as lower your CPC gets and as better your ad positioning will be. (This only applies to Google AdWords^TM, not to Yahoo Search Marketing, on Overture and Yahoo always the highest bidder is on the top result).

2. You Are Not Using Negative Keywords The reason to use negative keywords is to reduce unwanted clicks on your ads. With increasing priority given to quality scores and click through rates in the PPC engines, it’s key to trim the fat from your keyword campaigns. If your company sells “hotel reservation software” then be sure that you have keywords like “-serial” or “-free” assigned as negative keywords unless, you offer it for free or you intend to waste your advertising money on people who are looking to find software cracks and hacks e.g. warez sites.

3. You Are Not Properly Testing Your Ads. There are only 95 letters you can use in Goggle AdWords. 25 of letters make your title and that leaves only 70 letters for the text. What could you possibly do wrong in 95 letters? EVERYTHING! Testing your ads is crucial. Even the smallest change can make the difference between success and failure. Test your ads effectiveness in pairs. Run two ads in one campaign and see which one gets more clicks. Create a new ad and replace it with the looser ad. Run the two ads again and sort out the looser to be replaced until you are happy with your CTR. Remember the “Bonus Line” of your ad, the displayed url, can also be optimized.

4. You Are Not Tracking Your Results To The Maximum Extent. Testing your ads and fine tuning your ad campaigns and keyword lists will only work if you are tracking your results down to the bone. Google Analytics offer you all the tools you could possibly dream of. Use them to the full extent. Once you have created your Google AdWords Campaign all tools are free for you to use. If you don’t have the time to study and implement the Google codes, give it to your webmaster or your Internet Marketing Division but don’t just leave this part out. It can save you thousands of Dollars.

5. You Are Not Doing Your Keyword Level Tracking Right. Google AdWords^TM can easily leak your money out the window if you are not careful. If you have keywords that are not performing and leaking your budget slowly but steadily, you are throwing money out the window. Monitoring the keyword level allows you to adjust your bids for the maximum effect. If you have one keyword with a $2.00 earnings per click and another at 30 cents, this is vital key information that allows you to maximize your profits. Raise one bid and lower the other to optimize your profits.

Now until you are going to have this five steps adjusted on your AdWord Campaigns I will be ready to present you with five more crucial “To Do or Not To Do’s” in Google AdWords^TM.

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