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Not long ago, I completed a Pay Per Click (PPC) survey, comparing two separate advertisements through Adwords, trying to determine which would yield the highest Click Through Rate (CTR). Interestingly, the winning ad was the one in which I bid on the product name.

Four techniques can be used to help people using PPC advertising increase the CTR.

First, work to develop a name as similar to the real name of the product as possible. In most cases, the business responsible for selling the product will prohibit you from PPC advertising with the brand name of the company. Regardless, however, it is possible that you will be permitted to bid for the actual name of the product.

Any keyword search process that you are able to use should be used to determine whether shoppers are actually shopping for that keyword. To illustrate, imagine that GreenJeans is the merchant’s name, and he or she is selling a green jean. Searching for the keyword green jean may reveal to you that green jean is not a useful keyword because it is not a well-known item. In this circumstance, organizing an advertising campaign using that keyword will not succeed. If shoppers are not looking for the item you are selling, PPC will not be profitable.

Get the highest CTR by setting up a variety of Ad Groups. In Adwords, you set up “Campaigns” and then “Ad Groups.” It doesn’t make much difference what you name your campaigns. That section is primarily to help you stay organized. However, how your set up your Ad Groups makes all the difference in the world! Each Ad Group should target a very specific keyword and related keyword phrases. Make sure the ads in each group point to a page on your site that is optimized for that keyword.

To offer an example, I have developed a website on Gardening at www.squarefootgardening.com. This site offers extensive information concerning methods used in Square Foot Gardening and Container Gardening, as well as useful techniques for landscaping. The Adwords Campaign name I designated for this particular site is Gardening.

Then I have three separate ad groups that focus on the individual areas. The Container Gardening ad group has just the keywords related to, you guessed it, container gardening. I point the ads in this group to a specific page on my site that deals with container gardening.

In addition, I ensure that the website is specifically targeted to focus on one or even two primary keywords on which I have made a decision to bid. Using this process, I receive a much higher CTR than in the beginning, when I organized everything into only one Ad Group.

Even though organizing separate groups is more time-intensive, I pay less because the CTR is much higher.

You’ll want to test variations of keywords and keyword phrases until you get the highest CTR possible. It’s no secret to those who know the Adwords System; the advertiser with the highest CTR pays the least per click. The structure of the ad should be as follows:

(1) Try to use the keyword in the ad’s headline. (2) Offer the searchers some benefit on the first description line. This technique assures them that they will find the desired information at your site. To illustrate using the gardening example, use the description ‘Learn how to Garden in Small Spaces.’ (3) Use capital letters to highlight the first letter of each important word, as I have shown in Tip #2. (4) Finally, tell them what benefit they receive from actually visiting your website. Provide them with a specific feature of the site. Some possibilities include free eBooks, or possibly even unique information or special trial offers.

After the ads are appropriately organized, consider the perception of the shopper who has clicked on the ad and reached your site. They should see coherent, carefully organized information about the product that makes them want to immediately click one more time - to visit the Merchant’s page.

Evelyn Grazini has been an Affiliate Marketer for over five years. Her specialty is finding Exclusive Niche Markets for Profitable Affiliate Ventures. Find Niche Marketing information at: http://www.bestaffiliateniche.com and Get Your Free Copy of The Niche Code!

- Evelyn Grazini

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