Pay Per Click Isn’t So Difficult - Part II of II

Google Knows If Your Ad Is Any Good!

Did you know that Google has a ranking system for Adwords ads?  Well, they have, and they call it their quality score.  This mean that the more clicks your ad gets, the closer the ad will be placed towards the front page (and top of the front page) of Google’s search engine page results (serps).

In effect, they are rewarding you for writing good ads (and of course, in effect, punishing you for ads that are poorly written).  It’s actually based on how many times it’s clicked-on COMPARED to the ads that appear around it.

How Many Keywords To Use

Google will encourage you to use LOTS of keywords, so that your ad will appear frequently.  This means that it will appear on lots of results pages………..and Google will make more money.  This is a good thing, right?

WRONG!

You see, by typing lots of keywords that you want your ad to be found for, you are DILUTING its effectiveness; you simply aren’t TARGETING a particular keyword (keyword phrase).  So, in doing this, Google will benefit WAY more than you, and your monthly budget that you’ve allowed will be spent VERY quickly indeed, meaning that you will either have to stop running the ad, OR you have to “top up” your account balance.

So, in order to be more targeted, you need to do two things:

1. Use only ONE keyword phrase

2. Use that keyword phrase in three places a) Headline, b) First line of ad, c) Second line of ad.  So, if your keyword is say, “free software”, use it like this:

How To Get Free Software

Get Free Software Here

Free Software Now Available

This will make it a lot more likely to appear at the top of the search ranking.  Obviously, the more competition for that keyword there is, the more difficult it will be to reach the top, but that is always going to be the case.

Other Benefits

The other, not quite so obvious benefit in doing this, is that the keyword “free software” will be made BOLD in each line, because it was the searched term; this will most definitely draw a person’s attention, when compared to the other ads around it.

Now, here’s the REALLY big benefit: because of Google’s quality-score ranking system, they will AUTOMATICALLY start charging you LESS per click, because the ad is of better quality, and Google is ALL ABOUT offering quality services.

Finally

Now here is probably the single most important thing I can tell you about PPC; use your pay per click campaigns to drive traffic to your opt-in page, NOT your sales page!  You should be less interested in that single sale you might make today, than you are in having the opportunity to offer other things to the person clicking on your ad.  One off sales will make you some money, but ongoing customers can make you a fortune.

Luke.