1. Target only the long-tail keywords. These keywords have less traffic, but they cost much less per click since competition for these keywords is not so hot.
Another reason to target these long-tail keywords is that the ad campaign will be more effective with a higher CTR, less cost per click because of high CTR and it converts better since that’s exactly what people are looking for.
There is a difference between searching for “music” and seeing an ad about U2 latest CD, and searching for “U2 latest CD” and seeing the ad which matches exactly the search query.
Make a list of long-tail keywords using the Google keyword tool with Adwords integration to see how many people you will get for these keywords, the amount of competition, and also the price per click.
2. The ad title is the most important part because that’s the first thing the Google user sees and starts judging the entire ad and product based on it. You should use 50 different titles per campaign to see which ad gets the higher CTR.
Sometimes the words you never thought about using are the words that get the most clicks.
3. The first ad line is the second most important part of the ad because if people like the title and continue to read, this is where they will continue to judge the ad. Write several different versions to see which performs the best.
4. Use words such as “discover” and “proven” and “professional” to attract high-quality clicks.
5. The ad at the top gets the highest CTR but rarely converts as well as the ads in the second and third places. Always aim for these positions because even though you get less traffic, each click costs less and the conversion rates are higher.
This will result in a more effective pay-per-click advertisement. The only reason to get to the first position is if you can convert so well that it compensates to bid higher to convert more people at the expense of paying more per click. However, ranking at the top attracts more window shoppers who are just curious but rarely buy anything.
6. Words such as “buy”, “purchase”, “discount”, and “affordable” are words that clearly indicate that the ad is there to sell a product.
This will lower the CTR because people looking for free information and products will not click it, and will also lower your ad position rank, but if you can still manage to be in the third position at least, you will get a more effective campaign because you will get clicks only from people interested in purchasing the product.
7. Always select to show more often the better-performing ads. This is the automatic way to select only the highest effective ads.
Pay-per-click advertisements will probably be around until the end of the internet so invest hard in pay-per-click knowledge and experience because there will always be traffic to convert into sales.