I started researching, talking to some of the major people in the industry to find out if the poll was real or not if in fact there are a lot of people failing at PPC Marketing.  A few days later I received a call which explained it all.  It was a client that I was helping get started with her own website it was this phone call that helped me understand why 75% of all PPC marketers don’t make money.  It was made clear to me that she had no idea what so ever what PPC advertising is, she did not know where to start, she had bid as much as she possibly could for each keyword to become rank #1 thinking that was the best way to go about it however she kept her budget low enough that she hit her budget within the first few hours of the day.

I thought this was a unique case; however, thinking back to all of the people that I have helped with PPC advertising something became crystal clear.  It was not a unique case in fact about 75% of people were in the same position as she was.  They simple don’t know how to succeed with PPC advertising.  I had assumed that PPC advertising was extremely simple and that everyone knew how to succeed that is why I did not understand the poll.

Because of the recent poll that was conducted and so many people failing with PPC advertising I don’t want you to be apart of that number.  That is why I have designed a series of articles that will walk you through absolute PPC domination.  I will explain every little detail that is essential to PPC success, make sure you subscribe to ensure PPC success.

Related Articles:

• Dominating PPC 101 – ppc decisions (part 8 of 8 series)
• Dominating PPC 101 – ad groups (part 5 of 8 series)
• Dominating PPC 101 – match type (part 4 of 8 series)
• Dominating PPC 101 – search engines (part 2 of 8 series)
• Dominating PPC 101 – keywords (part 1 of 8 series)

If a particular keyword is not working make sure to check to see if the landing page is relevant to the keyword.  Having different landing pages for different keywords will not only increase your quality score which will lower your CPC and give your ad a better position but it will also increase your conversions and is defiantly worth looking into.   Changing the actual ad is also an option if your campaign does not have very many ad groups and you are using general ads for the whole campaign.  Simply break up your ad groups into smaller ad groups and create very relevant ads for each group.

If a keyword is loosing money do one of the following

• Decrease bid – everything looks good excluding one keyword
• Change site – all keywords are loosing money
• Change ad – if ad is not relevant to the keywords or is targeting clicks not conversions
• Change landing page – if landing page does not describe the particular keyword

If no clicks are taking place on a particular ad first take a look at the impressions to make sure your ad is being seen.  If a low number of impressions is taking place its not something to be concerned about, however if a high number of impressions is taking place meaning for every 1000 impressions you only receive one click consider revising your ads and creating a variety to see which ad will convert the highest number of traffic.  Keep in mind that if your ads are showing up on the content network receiving 1000’s of impressions and a few clicks is normal, you can test it out by only advertising on the Google network.

I hope this PPC guide was helpful for everyone and was good information.  If you have any questions feel free to contact me directly and I will be more than happy to answer any questions.  I have been doing PPC advertising for years and sometimes I think the whole process is obvious however I have learned that it is not that way. You should be able to succeed with PPC advertising at this point.

Related Articles:

• 75% of PPC Advertisers Don’t Make Money – WHY?
• Dominating PPC 101 – ad groups (part 5 of 8 series)
• Dominating PPC 101 – match type (part 4 of 8 series)
• Dominating PPC 101 – search engines (part 2 of 8 series)
• Dominating PPC 101 – keywords (part 1 of 8 series)

Search engine only pros

• Higher quality traffic
• Higher conversion rate

Content network pros

• More traffic
• Lower CPC (cost per click)

In short if your profit margins are big you will want to advertise on both however if you have small profit margins stick to google.com only.

Writing an effective keyword ad is extremely important to succeed with PPC advertising and there are several different strategies that need to be taken into account when creating your ads.  We will start at the top and go down the list of the different components to each part of writing a PPC ad.

First is the Title tag, the title tag is extremely important and a large part of the success that you receive will depend on your title tag.  Each keyword found in the title tag will be bolded, it is also important to draw attention to your ad and separate it from the competition.  You will notice that the majority of ads are the same (having the exact keyword listed as the title) you do not want to create an ad that is the same as everyone else you want an appealing ad that separates your ad from the competition

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Title tag basics

• Capitalize the first letter of each word example: Cheap Tennis Shoes (not cheap tennis shoes)
• Use keywords that you are bidding for
• Keep it interesting

The description is also extremely important; all keywords searched for that are found in your description will also be bolded.  The description tag should say exactly what your website is in just a few short words.  Make sure you keep it interesting so the user wants to click on the ad and go to your site

Description basics

• Don’t capitalize the first letter of each word
• Use keywords
• Should describe your entire business
• Drives the searcher to click on your ad

That is the basics to creating an ad in our next series we will go over having a good landing page and how to dramatically increase your conversion rate.  We will also talk about how to write online advertisements to increase clicks or to increase conversions.

Related Articles:

• 75% of PPC Advertisers Don’t Make Money – WHY?
• Dominating PPC 101 – ppc decisions (part 8 of 8 series)
• Dominating PPC 101 – match type (part 4 of 8 series)
• Dominating PPC 101 – search engines (part 2 of 8 series)
• Dominating PPC 101 – keywords (part 1 of 8 series)

Broad match overview –

• Keyword = broad match
• large amount of searches
• large amount of clicks
• Extremely costly
• Low conversion rate

The next match type available is phrase match going back to the example of ‘tennis shoes’ you would be bidding for red tennis shoes black tennis shoes green tennis shoes cheap tennis shoes and everything else.  Both words have to be used in the search and in the order listed.  For example shoes for tennis would not be listed because ‘tennis shoes’ is not in order.  It is important to setup phrase type correctly, for example ‘tennis shoes’ ‘cheap tennis shoes’ would be good phrase match keywords while ‘tennis’ would not.

Phrase match overview

• “keyword” = phrase match
• More targeted then broad match, but more flexible than exact match
• Good amount of clicks and more costly than exact match
• Ok conversion rate
• Could be the right option for different keywords if setup correctly

Exact match provides the most correct information and exact information for the keyword that you enter.  If you enter ‘tennis shoes’ your bid will only appear for tennis shoes and for nothing else if they enter ‘tennis shoe’ your website will not appear because you are missing an s they must enter the exact same keyword for your ad to appear.  This is an excellent match type and will provide exact information for each keyword.

Exact match overview

• [keyword] = exact match
• Less clicks and impressions
• High conversion rate
• Highly targeted traffic
• Great option for low-budget and to gather great marketing information

Negative match are a list of words that your ads will not show up on any search that contains that keyword.  It will filter unwanted keywords that will increase the conversion rate.  A good example on how a negative match is free if you are selling something that costs money or used or any other word that does not reflect what you are selling.  Negative keywords also don’t affect exact match only phrase and broad.

Negative match overview (- keyword)

• -keyword = negative match
• List of words that your ads will not show up on
• Great for getting more targeted traffic
• Will also increase conversion rate
• Very important when using phrase match or broad match

The ideal would be to have a large list of keywords and have most of then as exact match and others as phrase match.  The few that could be phrase match will normally be keywords with several words for example ‘cheap tennis shoes’ ‘stylish tennis shoes’ ‘extreme tennis shoes’ this will allow your to get even more searches while receiving targeted traffic and maintaining a high conversion rate.  This will create great information for your ad tracker to pickup.

In our next series we will go over setting up each ad group correctly and how to write advertisements that will result incredible results

Related Articles:

• 75% of PPC Advertisers Don’t Make Money – WHY?
• Dominating PPC 101 – ppc decisions (part 8 of 8 series)
• Dominating PPC 101 – ad groups (part 5 of 8 series)
• Dominating PPC 101 – search engines (part 2 of 8 series)
• Dominating PPC 101 – keywords (part 1 of 8 series)

The effects of having an incorrect goal can be devastating an example is buying 100,000 guaranteed visitors from Ebay or any website that promises a high volume of traffic.  However, what is not known is that this company has an ‘auto-page-generator’ loaded on 100,000 computers that will wiz right past your site and another 10,000 websites in a short period of time.  All that traffic does not even look at your website and will never buy anything in a million years, your website received 100,000 visitors however no sales were made and in the end it was a horrible investment.  A great example of high-quality traffic is advertising through search engines, you may only receive 50 clicks in a day in comparison to the 100,000 however you will receive several sales and make money.

The big three PPC search engines that you want to sign up for are first Google Adwords (adwords.google.com).  The second big search engine to start with would be Bing.  Bing is from Microsoft and is gaining market share it is very important to sign up for Bing (adcenter.microsoft.com/).  The third major search engine is Yahoo.  All three search engines provide high quality traffic and it is extremely important to get started with all three. Bing and Yahoo are currently working together so if you setup two advertising campaigns one of Google and one on Bing you will be able to target over 90% of all internet users.

There are third tier search engines available and several great offers to take advantage of.  I have test drove several third tier search engines and have yet to see a sale from any of them for any of my clients.  The quality of traffic that comes through is very poor and click fraud is extremely high.  With a lot of the 3^rd tier search engines when you signup for $25-100 they will give you free credits for signing up.  A good place to go to get those specials is payperclickuniverse.com/top-pay-per-click-search-engines.php and payperclickuniverse.com/other-pay-per-click-search-engines.php.  If you are interested in signing up go ahead however know ahead of time that they are not as good as Google, Bing and Yahoo.  With a third tier search engine don’t expect to make money.

Again I repeat make sure you sign up for all three big search engines and you will be able to target more than 90% of the search engine market.  Later, after testing results stay with the search engines that produce a positive return.

In the next series we will go over how to setup the actual PPC campaign including setting up a budget, bidding options and setting up the actual campaign.  Find out exactly what common errors are and how to setup your PPC campaign correctly.

Related Articles:

• 75% of PPC Advertisers Don’t Make Money – WHY?
• Dominating PPC 101 – ppc decisions (part 8 of 8 series)
• Dominating PPC 101 – ad groups (part 5 of 8 series)
• Dominating PPC 101 – match type (part 4 of 8 series)
• Dominating PPC 101 – keywords (part 1 of 8 series)

A great tool that I have always used to do keyword research is a Google Adwords Keyword tool adwords.google.com/select/KeywordToolExternal with this tool you can type in all of the keyword that you can think of in your industry.  Type in every keyword you could possibly imagine into the white box in the middle of the screen.  For example if your website sells advertising books you would type in advertising book, PPC advertising, advertising 101 book, advertising, online advertising and everything else that you can think of that has to do with your business.  You want as many keywords as possible that have to do with your company so make sure you do not eliminate keywords in this step but add as many as possible.

To find more relevant keywords they are normally a few words long.  Quality traffic normally comes from highly relevant keywords to your industry.  For an advertising book for example a very relevant keyword may be ‘buy advertising book’ it will not receive a very high traffic flow however the traffic that does come will be extremely high quality traffic at a low cost.

Next after entering in every keyword phrase that you can think of that you can think of click on get keyword ideas.  Google will then generate a list of keyword ideas and how often they are searched for.  You will want to export this file to an excel file for future use (found in the middle of the page).

After downloading your keywords into an excel file (could be as large as several hundred keywords).  You will want to separate your keywords into many different groups, keep in mind that more groups is better than less groups.  The keyword groups should be a list of related keyword.  The keyword groups that you put together now will display the same ads so make sure they are similar to one another.  An extremely large number of groups could be hard to manage and too few groups will also hinder your PPC campaign.  An example of a few groups would be advertising books, books, buy advertising books, online advertising and marketing book.

Save your excel file with your keyword groups and store it away for future use. The 2^nd part of my 8 part series will cover which search engines you should sign up for, which should be avoided and what your search engine goal should be.

Related Articles:

• 75% of PPC Advertisers Don’t Make Money – WHY?
• Dominating PPC 101 – ppc decisions (part 8 of 8 series)
• Dominating PPC 101 – ad groups (part 5 of 8 series)
• Dominating PPC 101 – match type (part 4 of 8 series)
• Dominating PPC 101 – search engines (part 2 of 8 series)