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The first step to optimising any Pay Per Click advertisement is to monitor carefully the keywords that you are using to trigger the advertisement. I cannot in excess of stress this. If you are bidding on generalised keywords that generate a load of visitors then you are probably wasting heaps of your valuable cash.

Instead, look for highly targeted keywords that just drive small amounts of visitors. It is worth looking at this point at how you are charged on Pay Per Click schemes.

When you create an advertisement you bid the maximum that you are willing to pay for the advert. The advertisements are then displayed when the appropriate keywords are displayed, in order of budding revenue. This does not mean that those bidding the most appear at the top, but those that will perhaps earn the most.

Now this sounds the same, but it is not. If your competitor’s advertisement is clicked on twice as often as you and you have both bid the same amount, then they have twice the prospective you have. This means that they can bid half the price that you bid and still match your budding charges.

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So to appear at the top of the list, you need not only to bid masses but also have a successful advertisement. This means that by having a highly targeted advert that is clicked on plenty of the times that it is displayed you will be able to bid less for the same position.

This means that it is important to narrow your advert to as small a corner of the market as you could manage. It is much better to have a lot of highly targeted advertisements, each with text that match the keywords, than one big advert with generic text.

You should also link each of these straight to the relevant page on your site to maximise conversions of traffic to incomes. By having lots of adverts running at a time, each for a different product, you might also experiment with different wordings and messages across the advertisements to see which works the best within the field that you are working.

Try to keep away from direct sales speak in the advert, merely concentrate on spelling out the advantages of the products and visiting your website. Free delivery, special offers and so on can increase the number of traffic that you see. A call for action (click now etc) are always a good way to encourage more visitors.

You might even like to try out different versions of the adverts by supplying multiple advertisement texts and allowing the system to rotate them. Then, look at which has generated the most clicks to your website and which have generated sales to work out which advertisement to use.

In summary:
- use highly targeted keywords to target the advertisement
- link direct to the relevant site page
- experiment with different advert wording to see what works

If you could increase the click through rate from advert to your website, you not merely get more traffic but also cheaper advertisements. Benefits both ways!

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Written by Keith Lunt

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