Now, selecting keywords for a PPC campaign is not as exacting a task as creating classical music, but there is a similarity. You can put as much effort as you like into getting the most valuable keywords, but remember that the competition at the top is markedly more fierce than it is anywhere else. You can bid low on the most valuable keywords, but this will by necessity mean that you get fewer clicks and you will make less money. Being innovative in how you approach keyword selection means that you will attract more clicks for less competition.

It is therefore better to spread the net a little wider, think about keywords that are similar to the most valuable one without having the same high price on them. If your budget is smaller than those of your competitors, you need to make it go further.

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The most important thing is to not fall into the trap of thinking that their success means you should behave in the same way. Most importantly, if PPC is to work, reports have shown time and time again that the most successful ads are those which are placed on sites where the content is readable, stands out and is innovative. A strong identity is the most important commodity a site can have, and in this respect there really is no substitute for good content.

People are looking for a reason why they should make a purchase, and content which reads either exactly the same as dozens of other sites, or else reads like black-hat SEO nonsense will not cut it with potential customers. You do want people coming to your site – but you want them to actually go the extra mile and buy. This will be best achieved with good content.

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When you register with any PPC company, you will be required – like with most sign up processes for anything online – to agree to a set of terms and conditions. While most of us will just tick the terms and conditions box and not give it a second thought, it is well worth reading through any PPC terms and conditions. The reason is simple; without knowing what you can and can’t do, you can’t make any money.

Every PPC company is different. Some will allow you to display their adverts on any type of website, while others will not allow their ads to be used on sites that contain references to gambling, the adult industry or any other less than ‘safe’ industry. While you may think it is worth the risk, and you can gain greatly from displaying PPC adverts on such a site, this is not a risk worth taking. In fact, it’s a risk that could cost you a lot of money.

Buried in those terms and conditions will not only be the restrictions for what type of websites the company adverts can be used on, but the penalties for breaking that rule. The penalty is usually swift, absolute and irreversible: closure of your account, with any money in the account becoming forfeit. Don’t risk it; read the T&Cs and stick to them, without exception.

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The statistics that come with any PPC account are important. You will see where your clicks and referrals come from. This will not only be the search engines that feature your ads, but also the networks to which they distribute those same ads. All of the major search engines do this, but they cannot control absolutely the quality of the networks they send your ads to. This can end up in a very low conversion rate for referrals from those networks – which will generally turn out to be fraudulent. If you have referring domains with a bounce rate around 90%, it will be fraudulent. Some search engines will ask you to call them to remove these sites from your list and save you from paying for useless traffic – however, Google allows you to move them into an “excluded sites” folder. Don’t just let this go – it can cost you money for no benefit, and can drain a budget if left alone.

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For example, many people put the company phone number in their PPC ad. This is a mistake in more ways than one. For starters, it takes up space. Additionally, it is not going to make people pick up the phone and call, so putting it right in front of them is a waste of time. Finally, even if people do pick up the phone and call the number, it isn’t helping you any because they are unlikely to click the ad if they are of a mind to do business over the phone. A telephone number in a PPC ad is wasted space, whatever way you look at it.

Your best bet is to keep your ad short and punchy. Detail about the company can wait for the landing page. When people get there, they can and will read what you have to say about the company and the product – and you’ll have much more space to nourish their interest.

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The sign up procedure is like signing up for anything else, though you will need to provide your real name and your address so that payments can be sent to you. When the sign up process is complete, one follows on-screen guides to making your own ‘advertisement unit’. You can usually pick the colours and the font of the advert, but the advert content itself is generated in a variety of ways – you do not actually pick the companies that you will be advertising. Instead, the ad unit usually picks up ‘keywords’ from the text of your website and displays relevant adverts in your chosen colour and style; this is known as contextual advertising, and works incredibly well.

You will be provided with a snippet of HTML code, and wherever you insert this on your website, the ad will eventually appear. Whenever someone clicks on that ad, you will earn a pre-determined amount of money in to your PPC account. This can be anything from eight cents to $5, depending on the demand of the niche your website is based around. The money from ‘clicks’ accumulates in your PPC account, and when you reach a certain amount of money, you can request a check to be sent to you. PPC is simple, easy and efficient, and requires minimal coding know-how.

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If your ad is simply a short description of your business or your affiliate, do not be surprised if you have a low click through rate. Even if the landing page is full of enthralling insights and offers, it matters little if people never get to see it. And if your ad is boring, then people will be more likely to head elsewhere. That is practically math. You may not have many words in which to say something, but the key for you is to concentrate on making those words punchy and dynamic. Don’t try and copy your competitors (even if their ads are punchy and dynamic), but there’s nothing wrong with seeing them as a template. The words to remember are “unique” and “relevant”. Apply both to your advertisement and you can’t go far wrong.

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Most Internet Marketers who use PPC systems are aware of the importance of the fold, but it isn’t something you want to overlook. While providing good content that people want to read is an essential aspect of internet marketing, that doesn’t mean everyone will read the content when visiting through a search engine results page. Some people will click through a link, having a quick glance around and never bother the scroll down to read the actual content. You can even view how often this is happening with your stat counter, which should display a “time spent on site” for each visitor.

If you rely on PPC methods as part of your monetisation strategy, these visitors are a waste if you only use PPC adverts in the content. To ensure as many people see your adverts as possible, try and have one banner ad in the ‘header’ section of the page, above the fold. That way, even those visitors that only last a couple of seconds will see some of your adverts – and hopefully, will click on them, too.

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One of the major reasons for this is the fact that a keyword in a PPC ad will show up in bold on the screen. This level of emphasis has proven over time to be more persuasive than ads without the bolded keyword. It sounds simple, and obvious, but the fact is that people with a limited amount of space for text will often cut out everything that they can get away with in order to get in the maximum information and persuasion. In truth, your PPC ad should only ever be a taster for the real selling, and therefore it does not make sense to cut out the major selling point. So keep your keyword in your ad, whatever else you cut.

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Part of this mistake is when you pick the wrong page as a landing page for customers. If they click your ad, they are of a mind to make a purchase. Therefore, it is about taking that initial lead and turning it into a successful sale. The landing page they come to should showcase the product, tell them why they should consider making the purchase from you, and show them why making the purchase now is in their interests. If you have mentioned special offers on your ad, then make sure that the landing page tells them how they can get their hands on such offers.

There are few things more frustrating for a customer than clicking on an ad and finding what amounts to irrelevant content. It will make them doubt the worth of the site, and the conversion rate drops with every click it takes to get them from your landing page to your sales form.

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