"Even More Google PPC Tips"
A 90 Second Email that could Save you a Fortune.
MKLINK Internet Marketing Tips September 14, 2006

Your PPC Ad Position on Google is :(apprx)

PPC Ranking = Bid(£) x C_lick T_hrough R_ate %

(C_lick T_hrough R_ate = amount of people who see you(Impressions) divided by the
number of people who actually click on it(Clicks)

So, Your Ranking will be higher if You Bid Higher.

However, Your ranking will also be higher if your CTR is better.
So - what does this mean?

It means that you can either simply spend more revenue to get higher ranking
- or get the same results by writing better ads!!!

How much should you Pay?

It doesn't matter - as long as it is profitable. Start high to get a high position initially
- assuming this is practical and you can afford it.
This will increase your CTR(Click Through Rate) and then you can drop this to
get lower costs for the same spend.
(Not Surprisingly Your CTR is typically higher at the top positions)

If your campaign makes cash then you could spend a million a week
- if you get £2million a week back!

The main thing to remember with increasing your CTR is that you should always
run at least 2 ad variations.

This way, you can try changes in the ads and then test an measure the results.
You are always trying to improve your last score. Also - the effect is accumulative.
The better the clickthough rate
- the higher your ad will appear - resulting in a better clickthrough rate!
(Remember to go into the settings and put the ad servings as 'Rotate'.)

I mentioned this in the last newsletter but I'll mention it again. The more specific
the key phases you choose are - the more targetted(ie more focussed, qualified
traffic - hence higher conversion rate) and typically the less you'll pay.

Run Out of keywords?

• Use Wordtracker.
• Look at your website copy.
• Read blogs.
• Look at your competitors sites.
• Google also have their own tool.
  
  
• What Else Will Get me a Higher CTR or Save Cash?

Try Turning OFF - the content network - until you have calibrated your readings.
This will enable you to know what's really affecting your results.

Capitalising the words in your ad can make a surprising difference to your CTR.

Use The Negative Negative Keywords Tool So that you don't spend your budget
on unwanted words AND increase your CTR at the same time

Dynamic Keyword Insertion Tool.
This lets you have whatever keyword the user types in as the header of your ad.
100% relevancy!
How many times have you typed something really obscure into Google
- and there's an ad for it??? Very often - they're probably using this facility.

Use Proper Domain Names
Let's say you're selling general electrical appliances and you are setting up an ad for
toasters. Simply register a (cheap) domain e.g. www.toasters-and-sandwichmakers.co.uk
and make this your destination url. Watch the CTR SkyRocket!

Want to know More about Google PPC?
Simply reply to this email, call me on 01454 852414 or visit my site