Pay per click advertising (Google ads) must have caused more elation and sleepless nights than anything else on the web. By using the right pay per click management program the ‘I wish I were dead’ moments would be far less frequent.

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There is a great deal of work involved in researching a market, compiling a relevant list of keywords, creating adwords ads and uploading them to the internet. It’s at this stage that, without any ppc strategy, that a lot of expensive mistakes are made – often very expensive.

So your ads are on display, but in what position and are you paying too much per click ?

I want to point out that the following pay per click strategy is my own and I follow it every day. It works for me but I cannot say for certain that it will work for you in your market or that other strategies promoted by other marketers are not as good or better.

A typical campaign of mine will have two hundred, or less, ad groups, two ads in each and a single keyword in it’s three versions. Two ads enable you to find which gets the least clicks then replace it with another to try and better the ‘control’ version.-The best performing ad is the ‘control’, the click through rate of which you are constantly trying to better with the second ad. If your keyword is longer than 25 characters then you will have written a phrase for just this occasion, otherwise it is vital that your keyword phrase is the headline itself.  Keywords, as I mentioned, can be used in three formats, phrase – “keyword”, exact – [keyword] and broad, which has nothing around it.

My opening bid is 2% of the profit I will make from a sale – what does that mean ? Lets take a situation where my profit on a sale is $30, two per cent of that is sixty cents – my opening bid.

In your adwords account, locate and click on ‘edit campaign settings’. I sell only to the major English speaking countries so, using the option on this page, I opt for the USA, Canada, The UK, Australia and New Zealand. Set your ads on ‘rotate’, turn off the ‘content’ and decide on your daily budget. Only you can decide how much this will be but please remember to multiply the amount you choose by thirty and be certain that you can easily afford that per month.

For ads to appear ‘above the fold’ they need to be in positions 1 to 5 usually, but I advise you not to aim for the top two spots, you will pay less and still get plenty of clicks in 3rd, 4th and 5th place. The techniques I use to get my ads in the right positions and at the right cost will be the subject of my next article.

Making good money by advertising using Google Adwords ads is possible but only with the right per per click management strategy.