Pay Per Click (PPC) - Part 2

In part one, we explained how Pay Per Click programs
work, gave a short list of the most popular PPC
networks, and explained the difference between
appearing on search engine results pages and on
niche websites.

In this article, we'll share some valuable tips for
making the most of your PPC campaigns.

Entire books have been written on Google Adwords and
other PPC networks. Obviously we don't have room for
that kind of analysis here, but let's go over some
basics that will help improve your profitability.

1. Your choice of keywords is vital. You must choose
them wisely if you want to succeed. You'll have to
learn to balance two key factors.

First, people must actually be searching for the
keyword phrase you're using. You can get a rough
idea of how many monthly searches a keyword gets
by using programs such as Wordtracker or Keyword
Elite.

But you must also take cost into account. It makes
little sense to pay $1.25 per click if each visitor
generates only fifty cents.

You need to find keyword phrases in the sweet spot
where they receive a good number of searches, but
the cost per click (CPC) is low enough to turn a
profit.

2. Use prequalifiers to discourage tire-kickers.
You have to pay for every click your ad gets, even
if that visitor has no intention of buying anything
from you.

One way to discourage information-seekers from
clicking your link is to mention the price in your
ad. This simple step makes it clear to them that
they should go elsewhere if they're looking for
freebies.

3. Learn how to write effective sales copy. Don't
forget that you're writing an advertisement to
induce someone into clicking on your link.

Learning how to write persuasive copy and a powerful
headline will go a long way toward improving your
clickthrough rate.

4. Test constantly. PPC advertisers who don't test
their ads quickly blow their budget with little to
show for their troubles. You should constantly be
testing new headlines, copy, etc. to determine
what brings the best results.

You can then go back and adjust your PPC campaign
to funnel more money towards the ads that convert
the best.

5. Never stop learning. Look at competing ads. If
you see the same ones over and over again it's a
good bet that they're making someone money. You
can't just copy someone else's ads, but you can
learn from them.

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