Google tries to provide the most relevant information available and Google Analytics is one way that Google can collect that information. When someone uses Google Analytics Google will know everything about their keywords, their website, how great their website is and will most likely use that information to affect search results.

Why it’s worth paying $1/day for a quality ad tracker and click fraud monitor service:

In the end of the day keyword level reports that give specific ROI information are the most important aspect to online marketing. Everyone knows that with a great ad tracker online advertising is easy, however with the wrong tool in-accurate information will be reported which is very dangerous especially for something so important. It’s better to budget at least $1 per day for a quality ad tracker service that does exactly what you need it to. A quality ad tracker is very reliable, provides great customer support and provides all quality information needed.

Click fraud alone will pay for a quality ad tracker

Microsoft has stated “click fraud is likely to continue if left unchecked” in other words they are relying on everyone to use a 3rd party ad tracker to detect click fraud. From our own experience we have seen that an ad tracker will pay for itself from all of the fraudulent clicks that it will be preventing alone! Not counting all of the time saved from having correct ROI information, support help, cutting edge technology, continuous updates and advice to help you get the refunds that you deserve from the search engine.

What if everyone used Google analytics or a free ad tracker

Google, Yahoo, Bing and all 3rd tier search engines have refunded advertisers money because of 3rd party ad tracking tools. None of that money would have been restored if they had been using Google analytics or any other free ad tracking tool. Sure a free ad tracking tool may seem appealing however, the side effects are far too expensive in comparison to getting a high quality ad tracker. We fully recommend everyone who wants to succeed to get an ad tracker that will ensure online advertising success. If everyone used Google analytics, a low quality ad tracker or a free ad tracker click fraud would be a huge problem and the money made from online advertising would be minimal if any. Therefore, using a quality ad tracker is the only intelligent thing to do.

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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.

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• Dominating PPC 101 – ppc decisions (part 8 of 8 series)
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• 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.

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• Dominating PPC 101 – search engines (part 2 of 8 series)
• Dominating PPC 101 – keywords (part 1 of 8 series)

The frequency of checking your ad tracker depends on how many clicks are being made, the more clicks and conversions that are recorded the more reliable the information.  It is important to not make immediate decisions but to wait until you have sufficient information.  A bad example would be after your first conversion comes through to assume that the keyword that generated the actual sale is the only good keyword when in reality it could have been luck.  Make sure you have enough data to make an educated decision.

After logging into your ad tracker it is time to go ahead and analyze the data to see which keywords are successful and which keywords are not.  The common error at this point is to look at clicks and not conversions.  Clicks are not the definition of success if a keyword receives 1000’s of clicks and no conversions it is not a good keyword by any means.  After looking at the profit or loss indicator from your PPC tracking tool you will know which how to change your bids.  Profitable keywords need to remain profitable or become more profitable.  If the profit margin on every click is high you may want to consider increasing your bid.  For example if you are making $2 on every click and you are only paying .50 you may want to consider increasing your bid to $1 per click to receive more traffic and more profit.

If a keyword is making money do one of the following

• Keep the current bid
• Increase the bid – if the profit margin is high
• Decrease your bid – if profit margin is very low.

The last series is extremely important and often overlooked which has undoubtedly led to PPC failure; we will talk about the last issue what to do if your keywords are loosing money!

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This is the step that you will want to implement a great ad tracker tool to start collecting as much data as you can that will mean life or death to your PPC campaign.

When writing an ad it is important to have in mind if you are writing the ad to get a higher number of clicks or a higher conversion rate.  If clicks are your goal you will use everything possible to attract the searcher to click on your ad which will include discounts, bolding text and describing everything that they would want to hear.  This will result in a large number of clicks which will rank you higher for a cheaper price (because of how PPC advertising works).  However, the conversion percentage will be much lower because people who are not interested in your advertisements will be clicking on them anyway.

The other option is to focus on conversion; this includes writing the price of your product in your product description so you know that they are potential buyers.  Using words such as buy, get and purchase in your ads.  This will result in a lower number of clicks and a higher cost per click however the clicks that you will receive will have a higher conversion rate.

In our next series we will talk about the importance of using an ad tracking tool to optimize all campaigns and get the best bang for your buck.  This is potentially the most important series to making money with PPC advertising.

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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

.

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.

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• 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

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• Dominating PPC 101 – keywords (part 1 of 8 series)

Next you have the opportunity to set bidding options meaning automatic or manual.  Most of the time you will want to select manual because you will be changing your bids later.  Automatic will run with the goal of getting the most clicks possible where as manual you will be able to control with the goal of getting the most sales possible.  Automatic is generally for someone that is interested in setting it up and never optimizing their campaign again.  Note – most automatic PPC bidders don’t make money.

After setting up your campaign it is time to add all keywords into your campaigns start with the first ad group and add the keywords for that ad group and keep doing so until you have added all ad groups.  Having more ad groups is better than having less because each ad group will have its own set of advertisements.  Match type is extremely important and there is a lot of information to know about it so we have dedicated the next series completely to match types.

Match type is extremely important and this next series is defiantly worth your time reading if correctly understood you will prevent future money loss and PPC failure..

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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.

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• 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.

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• Dominating PPC 101 – ppc decisions (part 8 of 8 series)
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• Dominating PPC 101 – match type (part 4 of 8 series)
• Dominating PPC 101 – search engines (part 2 of 8 series)