PPC or Pay Per Click Strategies

Google Adwords, Microsoft Adcenter and Yahoo Search Marketing are the top three online marketing services for those wishing to promote to search engine traffic.

Google Adwords is undoubtably the market leader, commanding over 80% of the search engine market searches every year. When it comes to a strategy for making a successful group of adverts there are several factors to consider.

1. Landing Page – The landing page must be relevant to the keywords you are targeting. For example if your website then if you are targetting “boxing gloves” then google will give your advert/keyword a low quality score as it does not appear to have any relevance to the website.  Make sure the terms you are targetting match the landing page.

2. Do not accept Google Bids at face value – they lie! 99% of the time you can get much cheaper keyword bids and get the same amounts of traffic, for reasons that are probably to simply make more money from advertisers, google always insists that you must improve your keyword bid, don’t take much notice. The best way to find out is by trial and error, set a high bid to start with to get your ad a good position, and therefore a good clickthrough rate. With a good clickthrough rate and a relevant landing page Google should give your ad a good quality score. When you have a good quality score, you can then experiment with lower bids – chances are you will get similar traffic with much lower costs!

3. Smaller more relevant ad groups improve quality. It’s no good having one advert and 200 keywords, google will find it hard to figure out the relevance  of the adverts/keywords.  Smaller more targetted adword groups will help your quality score.

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