When you are first starting out with trying to make money using pay-per-click advertising, your campaign will be a bigger success if you follow dome of the advice that more experienced pros have figured out for you. The following are some guidelines that should help you in your quest for marketing success.

First off, you need to accept that just like almost every other industry; you need to spend money in order to make money.  This means that you shouldn’t start to panic if at first you aren’t seeing the money roll in.  In fact, it will probably be just the opposite – you will lose money at first.  Remember that this is normal and that patience is important.

Remember the importance of niche marketing.  You won’t succeed if you choose a keyword with millions of results in search engines.  You want to start out with something that only has thousands of hits.  Your chance of success becomes much higher if your competition starts out as a manageable number.

Pay attention to the conversion and click rates of different keywords.  Ones that have high rates are the ones that you need to zero in on, and those are the ones to bid on.  Don’t waste your time or money trying to squeeze money out of low conversion rated keywords.

Likewise, your overall campaign should have a fairly narrow focus.  If you generalize, you won’t be very successful, but if you focus on very specific keywords, you should at least be able to realize what parts of the campaign aren’t working and where you could improve.

If you are doing this, and paying intention to where you can improve, you have the opportunity to experiment in your advertising.  Experimenting may seem like a waste of time, but in reality, it is providing you with valuable research information.  In your experimenting you should figure out with keywords in your campaign offers you the highest conversion rates.

Remember that not all advertising is created equal. Dynamic advertisements are going to have a larger click through rate than static ads.  Keep this in mind when you are placing and designing the ads for the campaign.  If you cannot use dynamic advertisements and instead stick to text ads, be sure to follow some of the available guidelines as to what makes the best text advertisements.

It may be a little thing, but another tip is to remove prefixes from your domain name to have it appear more professional.  This means, don’t include ‘http://’ or ‘www.’ Think about Google, you don’t need to see the www. to know that it is referencing the domain name.

Instead of littering your text with commas, remember the hyphen punctuation mark.  These are used less frequently than commas and can become more visually compelling to the customer.  With the eye drawn to the ad through the use of hyphens, you will be more likely to get a click on that ad.

As you can see, it is not enough to just say that you have pay-per-click in place.  You need to massage the details until it works for you.

John Rampton is a PPC Entrepreneur, Author, Founder at Due a finance company helping small business owners. Follow me on Twitter @johnrampton

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