If a keyword is loosing money action must take place in one of several different aspects.  Decreasing the bid on that keyword will lower the number of clicks in return for a higher profit margin.  If each keyword is loosing money in your whole campaign or a very high number it is not an individual keyword problem it could be a site-wide problem.  If no conversions are taking place that is a strong indicator that the site design needs to be re-designed or the content needs to be re-written.  Either way it is a problem with your website and not a problem with your PPC campaign.

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)