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Marketers inexperienced with the process of creating an effective advertising campaign using Google Adwords probably see the system as intimidating and difficult to use. It's true that if you jump headlong into Adwords and start writing ads without regard to how the process actually works, your results will be less than ideal. In reality, though, marketers who have come before you and have achieved enormous successes using Adwords can guide you along the path to success. Perry Marshall and other pioneers of marketing have developed proven methods of increasing clickthrough rates and therefore sales.

For those who seek to increase their clickthrough rates, here are some of the strategies that master marketers have learned through experience:

Don't Forget About Negative Keywords

Running keyword reports on a regular basis is vital for your success with Google Adwords, and there are several free and paid keyword selector tools available online. Wordtracker is one of them, and offers both a free keyword selector tool and a paid subscriptions service. You can populate a spreadsheet with all relevant keywords and key phrases, but these are also a valuable resource for identifying negative keywords for your specific market.

The concept of a negative keyword is that there are some potential keywords that, though they are directly related to the product or service that you are trying to convince customers to buy, do not actually attract the audience you're looking for. If you do the necessary research to determine what keywords your ideal customers are using in their searches, you'll be able to deduce what kinds of words they won't use. An extremely simple example of this phenomenon is that, regardless of what it is that you're trying to sell, individuals conducting searches that include the word 'free' are unlikely to become paying customers. If you are attentive to negative keywords, you can develop a list ok the very best keywords - ones that apply to your target audience, and only your target audience.

Split Test to Create More Effective Adwords Ads

Split testing is commonly used in offline marketing strategies to test the market. For example, a company may send out two different direct mail pieces to select customers to gauge response rates, or they may create two different promotional offers to see which message or campaign is more effective than the other.

For those using Google Adwords to attract customers, the strategy of split testing is equally enlightening. After you've done the keyword research described above, and considered which keywords will not be effective in attracting potential customers, you can further hone your advertisements by running multiple versions with slight differences. The ultimate result will be the ideal ad: one containing only information and keywords with CTR-maximizing information, and no distracting, extraneous elements.

Split testing with your Google Adwords campaign is one of the best ways to maximize your online marketing efforts and steadily increase your clickthrough rate. Perry Marshall, a Google Adwords educator and online marketing strategist explains that this is one of the most effective - if not the most effective way - to increase your clickthrough rate over a short period of time. By continually split testing ads against each other, you'll start to see a noticeable traffic increase and can eliminate the poor-performing ad early on in your testing phases.