Two of most important factors of any Pay Per Click (PPC) campaign are creating successful ads and deciding how much to pay per click. There are many PPC options out there to choose from, I am going to focus on two most popular, Google AdWords and Overture.
Creating your ads for AdWords Creating your ad copy is single most important part of any ad campaign. You want your ad to stand out amongst others and scream out ‘click me!' If your add looks and says same thing as everyone else users will simply pass it by.
Before creating your ads you need to determine your target market and keyword selections. If your company focuses on a specific market niche try to target your ads in regards to that niche. Properly targeted ads will almost always out-perform those directed at a general audience.
When creating your first ad be sure to fit in your main keywords either in title or near beginning of body text. Say something to draw attention by using call to action phrases and words that provoke enthusiasm and response. Things like “ Save on DVDs," "Get cheap stereos," or "Join now for 20% discount,” etc. Just be cautious, if you advertise something that you don't offer, Google will pull your ad. If your ad says you have something for free, you better have something for free listed on your landing page! Always be sure to follow Google's Guidelines .
Once you are happy with your first ad, create 3 more ads that are radically different from first. After 3 or 4 days take a look at how your ads are doing. (If you are using less frequently searched terms you may have to wait 1-2 weeks for better results.) Check click through rate (CTR) of each ad. In most cases one of 4 will show to be out-performing rest. If this is case, delete poorly performing ads and create 3 new ads that closely resemble successful one, each with subtle differences in title and body text.
Again wait 3 or 4 days to see which of ads is out performing rest. If you again notice that one stands out, repeat process. Eventually you will end up with 4 quality ads that are performing equally. Once ads have leveled out, continue to keep an eye on them, I recommend daily. If one begins to slip, slightly tweak wording. You must always keep an eye on your ads if you wish for them to continually perform well.
Determining your Max Cost Per Click with AdWords With AdWords when you enter your MAX CPC, it will then show you what Google estimates your average position will be for each keyword. ( The position predictions provided by Google are based on historical data from previous advertisers and are not 100% accurate, but it will give you an idea what to expect.)