Top 5 PPC (Pay Per Click) Tips & Tricks

I recently attended the PPC Summit in Los Angeles, CA and was very impressed with the speakers and “gold nuggets” they shared with us. For anyone looking to learn more about PPC I would highly recommend the PPC Summit. Ok now lets get to the good stuff. Here are my Top 5 PPC Tips and Tricks! Please note most of these tips will be directed at Google AdWords.

1. If you are going to have Content Match turned on (which I don’t suggest in most cases unless you know exactly what you’re doing) use separate campaigns to target readers instead of searchers. People who have AdSense sites and are promoting your ads are generating traffic by having something valuable to read not by having pretty ads so by having separate campaigns that are targeted towards readers you are much more likely to get a click and a conversion. In almost all cases if you are starting out with PPC keep the Content Match off to avoid depleting your budget for clicks that are unlikely to convert.

2. Make those Display URL’s DISPLAY. Imagine a column of ads that say www.gnosticdesigns.com, boring right? Make your URL stand out by trying GnosticDesigns.com or better yet if you are using clean URL’s you can do something like this GnosticDesigns.com/PPC_Tips. Hitting Keywords in your Display URL will certainly give your ad more presence and will also increase your Ad score index which means it will display higher for less per click. Some people have also suggested sub domains that contain keywords which works as well but it’s really up to you as to how you go about it.

3. Writing Ads that get a readers attention, hit keywords and also contain less then 70 characters is definitely challenging but not impossible. For starts I would search the keywords you have in a particular ad group and see what kind of ads the competition has come up with, from there you can get a good idea as to what you are going up against and I’d be a hypocrite if I said don’t copy their ads but if you do decide to use their title or description try changing it up a bit and make it better. Be sure to include keywords in the description that you are bidding on for that ad group as it will help increase your ad index score.

4. When it comes to bidding on keywords it is vital that your ad groups are separated in a way that the keywords contained in each ad group are very relevant to each other because stuffing all your keywords in one ad group will mean you will pay top dollar for most of those keywords and your ad will most likely be near the bottom of the page. Having a tight group of keywords and good ad copy that ties it all together along with a relevant landing page means your ad will display on the top of results pages for less per click. If you look in your AdWords campaigns and see that you are paying almost the full bid amount for any one keyword then you are in a jam. Try adjust ad copy to get a better match between keywords that are costing you more because if the ad is not relevant to the keywords you can bet you will be paying top dollar for them.

5. If you get anything out of this post let it be this. In Google AdWords there is a Report called the Search Query Report which shows you what keywords people have searched to land on your site. How is this valuable? Simple. There is probably a number of keywords you will find in there that will shock you or simply be off as to what you are bidding for so all you have to do from here is make a list of these keywords that are either not relevant or simply wrong and put them in the negative keywords list to make sure you aren’t wasting money on clicks that are not going to convert.

Well that’s it! I hope this helps anyone getting into PPC and thank you PPC Summit for the great info!

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