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Pay per click advertising is one of the most reliable ways to continually drive relevant traffic to your site providing your campaign is set up correctly. Pay per click advertising is the adverts that appear alongside search results on Google, Yahoo and other major search engines. The price you pay varies depending on the search term you are bidding for and the quality of your landing page amongst other factors. It is known as pay per click advertising because you are charged every time a person clicks on your advert, thus delivering traffic to your website.

One factor which is vital is to ensure your expenses are less than your revenue, this is true in any business. For example if you are selling a product that earns you $50 profit and you are paying $1 per click, you have to make a sale every fifty clicks. If you are making more than one sale each fifty clicks then you are making a positive return on investment. The good news is once you have a successful campaign, the traffic tends to be predictable and you can make good money over a long period.

Keyword research is fundamental to the success of your pay per click campaign and the keywords you decide to bid on must be RELEVANT to the product or service you are advertising. The keyword must also be relevant to the page you are promoting, otherwise in the case of Google (the most powerful search engine with 74% market share) you will be punished with a higher click price. With a Google AdWords account you can select a daily budget to keep total control of your campaign costs. Google has an excellent free keyword research internet marketing tools that will tell you the amount of times a keyword term has been searched for (either a broad search or as an exact term) in a calendar month.

The main thing to remember when choosing those all important keyword terms is to go for long tail keywords and not broad keywords. For instance if you are selling a football coaching program, the search term “football” is way to broad and general were the keyword term “football coaching aid” is much better. Broad search terms get more traffic and are very popular so they are the most expensive keywords to bid for. The other big disadvantage with broad terms is they produce a lot of traffic looking for a multitude of things. With our example of “football”, people could be searching for equipment, souvenirs, books or DVD’s etc.. This type of general traffic will not convert well and will prove very expensive as you will get a lot of clicks. Always try to keep your campaigns specific and relevant, this will lead to highly targeted traffic and an excellent conversion rate of visitors to sales.

Long tail keyword terms will be more specific and a lot cheaper to pay for. You need to aim for relevant keyword terms of three words or more, this will ensure highly targeted traffic as long as the keyword terms are relevant to your site and product. If your keywords DO NOT MATCH your site or product you will be simply throwing your money away. That is the magic about pay per click campaigns, you get to choose the exact search terms you want keeping you in total control.

To build a successful campaign it is essential that you group your keywords well. A collection of keywords on Google AdWords is know as an ad group. Having an ad group with around 15 keywords or less will allow you to produce more targeted ads. A more relevant ad will lead to a higher click through rating. This is the amount of clicks in relation to to the amount of times your ad is displayed (known as impressions). Google rewards you for a high CTR rating meaning you will pay less for your ad and it will perform better. the easier way to achieve this is to group common words together. Below I have used an example for an ad group built around the keyword term “football coaching” which you may use if you are promoting a football coaching guide.

football coaching guide
football coaching book
football coaching program
improve your game with football coaching
learn new skills with football coaching
football coaching aid

It is even better if you can use football coaching in the title of your ad and somewhere in the description as this will lead to a higher CTR. It is also better when you write your ad to write more than one and get Google to rotate them evenly as they are displayed. This will allow you to monitor each ads performance and make modifications where necessary as you improve your ads.

Google will also give your listings a quality score. This will be based on the following factors:-

quality of your landing page (the page you send people to which must be relevant to your keywords and ad).
the historical CTR
relevance of the keyword to the ads in its ad group
relevance of the key word and ad to the search query
your ads performance in the geographical location it is displayed
your account history (in relation to the CTR in all you ads and keywords)
the historical CTR of the display URLs in your ad group

Your quality score will also be a factor in how many times your ad gets shown within the internet marketing tools at the position it is given. Basically if you create an ad which is RELEVANT to the keywords you are promoting and your landing page, you will be rewarded with a good quality score.

In conclusion if you promote or sell a quality product and build a pay per click campaign with highly relevant and specific long tail keyword, write a highly relevant ad which sends people to a relevant landing page then you will prosper. Research your market for a suitable product, do your keyword research and test out various ads and you can work online and make money with pay per click advertising.