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Pay Per Click : How to Use Pay Per Click Advertising to Increase Web Site Traffic

Have you ever imagined what it would be like to get hundreds, even thousands of targeted visitors to your web site each and everyday? If you could increase web site traffic by a factor of 3, how much more money would you be making? I can tell you that your profits would grow exponentially!

So how do you drive those targeted, ready to buy, visitors to your site? There are keys to winning the pay per click game. By implementing these strategies, you will have more targeted traffic to your site.

Pay Per Click Search Engines

This is one of the most obvious and misused traffic generating strategies on the web. If implemented properly, PPC advertising can be a profitable way to get laser targeted traffic to any web site.

If you are just starting a web site, then this is the place to start generating traffic. There are two reasons for this: the first, you will get immediate targeted traffic and secondly, paid traffic is predictable. You will be able to count on this traffic while you develop and implement your free traffic strategies.

If you already have a site that is not doing well, then paid advertising is a great way to increase web site traffic immediately and start making sales. Our goal is to make sales profitably, and the following guidelines will help you do that.

Keyword Research

The key to successful paid advertising is developing a large number of highly targeted and relevant keywords. Keyword research will make or break your PPC advertising campaign. There are a number of tools that can help in developing a list of keywords :

• Overture's keyword search tool - This is a free tool that can be found at inventory.overture.com. There is NO http or www just inventory.overture.com
• Wordtracker - Wordtracker costs a few dollars to use but it is a great tool. Word Tracker
• Adword Analyzer - This is my personal favorite because it provides the most information and I use it everyday. Ad Words Analyzer

You need to develop a short list of about 100 keywords for your PPC ad. You will eventually build this list into about 1000, but 100 is a good place to start.

Set Up Your Ads On Google Adwords

After establishing your keyword list, set up an account with Google Adwords. Google will produce the most traffic and it is possible to test ads. Follow the steps below to set up your PPC advertising campaigns.

1. Pick the countries and language that you want the ads to run in.
2. Write your ad. With Google you are limited on space, so make every word count. You will need to write a headline and two lines of copy for your ad. a. Headline - This must be an attention grabber, and it is critical that it include your keywords. I have also found that placing the headline in the form of a question helps the click - through rate. b. Description - Briefly describe what you are selling and explain how the reader will benefit. You need to include your keyword in the description as well. (Some keyword phrases are awkward and trying to use them in the context of the ad is hard. Don't get frustrated by trying to make it work. If the keyword flows naturally in the ad, then use it!)
3. Add your keywords and keyword phrases to your campaign. Google Adwords allows you to enter keywords 3 different ways:
   1. Broad Match - A broad match triggers your ads anytime one of your keywords is within a search. So if your keyword is "golf" and someone searches for "the best golf club", your ad will be triggered. Broad match will deliver the least amount of targeted traffic and is not highly recommended.
   2. Phrase Match - To enter your keyword as a phrase match, you need to put quotations around the keyword like "golf equipment". This is a slightly more targeted way to get traffic.
   3. Exact Match - Exact match keywords are the most targeted, and they are entered with brackets, like [golf equipment]. The only way your ad will be triggered is by someone typing in the exact keyword you bid on. In our example, if someone typed in "golf equipment", then your ad will show up as a sponsored ad. This is the most effective way to get targeted traffic to your site!
4. Test your ads. You should write two versions of ad copy for every campaign you have. Only, make slight differences in the two ads, just change one word for example. Let the ads run for about 500 impressions, and then see which gets the highest CTR (click through rate). When you have determined which ad is the best, change the ad slightly, and run another ad to see if you can make it better. Always keep trying to produce better pulling ads, because Google Adwords will reward you for a high CTR.
5. The last step is to set your bid price for your ad campaign. I suggest a little trick that will help your conversion. Bid your keywords to get into first position, and let your ads run there for a few hours or up to one day. Then reduce your bid price to place yourself somewhere in the top 8 ads. This will help your CTR, and you will get a higher position for less money per click!

Once you have some proven ads that are pulling in the profits, then start placing them on the other pay per click search engines. Always start with Google Adwords because they are the only search engine that allows you to test ads.

Let's recap our list of things needed to effectively run a PPC (pay per click) campaign:

1. Build a good keyword list.
2. Write effective headlines and descriptions.
3. Test your ads trying for a higher and higher CTR.
4. Monitor profitability!
5. Take proven ads and expand your paid advertising to other companies.

If you will follow these simple steps, I guarantee you will increase web site traffic and drive more targeted leads to your site than you could ever imagine. These targeted, ready to buy customers will convert your products into cash. Just remember that this is a business like any other business, and tracking your ad effectiveness and profitability is vital to your internet success!

Mark Williams©

About the Author : Mark Williams has researched and reviewed hundreds of marketing gurus and traffic techniques. You can get more traffic tips, strategies, techniques at: Increase Web Site Traffic

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