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What now? So, you've started your PPC campaign on Google, now start monitoring your Keywords. You need to aim for high quality scores on most of your keywords. Google determines the quality score on each of your keywords.

When selling a product or service, you'll probably find your most lucrative keyword phrases are ones that include the following words:

get

rid

buy

buying

purchasing

purchase

how to

how

cure

fix

repair

order

ordering

help

treatment

solution

and so on, and so forth.

Have a firm idea of how much you are going to spend. You'll need to make a default bid for your keyword phrases, this bid covers all of your keywords. This gives your keyword a value, and will establish where you rank in the search results. After you start getting impressions, you can then assess where your keywords are ranking and adjust the individual keyword bids accordingly. Remember to have your daily and monthly spending limits in place.

As a general rule, the more advertiser competition within a niche, then the higher the cost of your clicks. But this is not necessarily the only measure by which your cost per click (cpc) is determined.

Pay Per Click advertising is not a plug and play form of marketing. I'd suggest you check your Adwords account every day, especially after setting up a new campaign. You'll find you might have to adjust various settings to help get the best out of your advertising.

Once you start seeing impressions you'll start to get an idea of what tweaking you'll need to do. Impressions are the amount of times your ad has been displayed by the search engine. With impressions comes average ad position, this is where your ad is ranking in relation to each keyword. Go through your average ad positions and adjust your bids accordingly, depending on where your ranking and your overall strategy.

If your ad is not shown on page 1 of the search results your wasting your time. If one of my keywords has an average ad position of 7 or higher I either stop bidding, or increase the bid on that keyword. I apply a similar theory for keywords that have an average position of 1 to 3. Now, I don't stop bidding on those, but more often than not, I find it more cost effective to lower the bids in an attempt to rank slightly lower. Average ad positions of 3 to 5 have most times been the ultimate for my campaigns. You can also change the ad position preference in the campaign settings tab of your Adwords account.

Your ad's need to be written in a way that captures attention and provokes action. There are limits on what words, i.e trademarks, and how many words you can use when writing your ad copy. You can change your ads as often as you like, so I suggest you play around with this to find out what works. Google will prompt you to change your ad if it is against there guidelines.

I'm not an ad writing expert but I believe by split testing your ads you can improve your ad writing skills. By pitting two different ads against each other, after time you will see one ad starting to get a higher click through rate (ctr). Obviously that is the better performing ad. Now write another one and try to beat the ctr of your best ad.

A simple well known writing technique for your ads is to make each word start with a capital. You can see the effect of capitalization on the ads below.

Buy Cactus Online Buy cactus online The Prickliest Cactus Ever The prickliest cactus ever Buy One Cactus Get One Free Buy one cactus get one free YourDomain.com yourdomain.com http://www.yourdomain.com http://www.yourdomain.com

Give your campaign at least a week to run, then judge your ads. As mentioned you want to have a high ctr on your ad. Let's say you have two ads, now write a third ad that you think will beat your highest ctr ad. Leave ALL three ads active for three days before deleting your worst performer.

So your ads are up and running and your getting traffic to your offer. You should now start to assess how your campaign is performing

For example purposes your campaign stats might read something like this... KEYWORD: xyz IMPRESSIONS: 2000 CLICKS: 100. KEYWORD: wxyz IMPRESSIONS: 5000 CLICKS: 10.

Now you will get a much better understanding of what your potential clients are searching for and what they are actually clicking on. Clicks are one thing, conversions are another. So lets assess the example campaign statistics.

The keyword: "xyz" has generated ten times more traffic than "wxyz". Upon further inspection (if you had tracking in place, a subject for another day) you found that 2 of the 10 clicks on "wxyz" converted to sales. However, 0 of the 100 clicks on "xyz" converted into a sale.

Even though the keyword "xyz" had a 5% ctr compared to 0.2% ctr for "wxyz" the results show us that "xyz" is not a profitable keyword. It would then be a case of deciding weather to delete the keyword "xyz" or not, and focussing on increasing the ctr of "wxyz".

KEY NOTE: Try to experiment with this as much, and as quickly as possible so you can cut your losses, but ppc advertising is not cut and dry, you should give your keywords a fair go. As a general rule of thumb, if I have 100 clicks from a keyword with no conversions, then I'd seriously consider scrapping it.

In today's PPC environment the competition can be fierce. You need the right tools of the trade to succeed. As I've mentioned tracking is an essential "backend" tool for your advertising, you need to track. One of the best tools I've seen for helping you set up profitable PPC campaigns is Google Cash Detective 2, this spy tool will potentially save you hundreds of dollars on testing a niche.

You have to be ready to invest in your online Pay Per Click business, if you are going to succeed. Be prepared, buy the right tools for the trade, "spy" and tracking tools are pretty much essential. Chase your dreams, be determined and never give up.

Best of luck, Lynne Carey