Being adept at Google Adwords pay per click campaigns is vital nowadays as many businesses are transitioning into the world of online marketing. Google has created a system which has transformed the growth of millions of businesses around the globe. If you are not utilizing pay per click marketing or you are using it improperly, then your business is several steps behind and it makes it that much more difficult to compete. Losing out on the almost unlimited exposure that the internet brings via pay per click marketing is detrimental to the success of your business.

Keywords
Just like a successful SEO campaign, keyword research is essential to a successful PPC campaign. Since you are paying for each click to your website you will need to make sure that you maximize your clicks. If you are targeting the wrong keywords, or keywords which are too broad, in turn you will be targeting the wrong users. Users will click on your site, but it may not be relevant enough to them and you will burn through your budget and not receive any sort of return on your campaign.

Ad Scheduling
Another great feature of google adwords and other pay per click programs is the ability to schedule your ad to run at any point during the day. It allows you to choose certain days and certain times of day. If business is slow during a certain time of day, then you can target your ad at the optimum times so you do not run up your click charges at a time of day when it would otherwise be unnecessary.

Keyword insertion where applicable
You want to include your keywords within your ad. The rule of thumb is try to include your keyword in the headline as that is most relevant to users. Do not stuff your keyword multiple times within your ad. This will decrease relevance in your ad, not to mention it will render it useless due to the stupidity it will wind up with. This same concept also applies to search engine optimization campaigns. Use discretion when inserting keywords into ad copy.

Use selling points (i.e. – discounts)
A great way to make your ad stand out is to use selling points which make your pitch unique. Discounts or promotions are a great way to hook in potential customers. Discount coupons, free trials and included products with purchases should always be included within your ad text if applicable. If you are not running any promotions at the time of your ads, you should probably consider coming up with something in order to sweeten the deals you are trying to present.

Always use negative keywords (keywords which do not match your campaign)
If you are tracking your website traffic properly, inevitably you will notice that sometimes you ad is being clicked on for keywords that may or may not be relevant to users, but are not going to translate into leads or sales. A great example of this is if you are running a car dealership. Depending on how you have structured your keywords, your ad will show up for different keyword varations of \”car\”. What if somebody uses the search query \”pictures of cars\”? This user wants to see pictures of cars and has no intention of looking to purchase a car. This is a wasted click and should be quarantined as a negative keyword.

Author Bio: John Ferrughelli is the founder and president of Potenture, a professional website design and SEO company. His company specializes in SEO, Pay per click marketing, website design and social media marketing.

Category: Internet
Keywords: ppc, adwords, pay per click