Keyword Selection
When you are starting a new pay per click campaign the keywords you select to advertise under should be considered very carefully. You must understand that the beginning stage of a campaign is very important. This is the stage where you will soon be able to see which keywords are duds and which keywords are profitable. Carefully consider which keywords are relevant to your product or business. Ask yourself, “If I were a searcher searching on this particular keyword would I be looking to purchase a product?” My point is yes, the beginning stage of a campaign is a good time to see which keywords are profitable or not but it is not a time to waste money on keywords you know will not convert into sales. Only use keywords that are relevant to your particular product or service.

Preparing your Website
You will NOT be able to accurately tell which keywords convert if your website isn’t optimized for conversion! This is the fastest way most people kill their performance in pay per click management. You can never tell which keywords are actually profitable unless your website is optimized for conversion. Say you start a new campaign for a product that costs $27 and you have a keyword that costs 3 cents a click that has had 1000 clicks but no sales.

You might assume that the keyword isn’t profitable and delete it because it has cost you $30 but you have made no sales off of it. Well, if your website isn’t optimized for conversion then you have no business deleting that keyword! If you had taken the time to optimize your website then your conversion rate would be much higher. Say your conversion rate went from 1% all the way to 5% would that keyword be profitable? Certainly if you were converting at 5%! That means that 50 people out of every 1000 clicks bought from you this keyword would be super performing!

Increasing Conversion
What most people in pay per click management don’t realize is that website conversion is not theory. It is a science. In this science of website conversion thousands of variables have been tested over and over again to determine what factors increase and decrease website conversion.

It is proven that these 4 things generally always increase website conversion.
-Video playing automatically (Video peaks interest and keeps visitors on you site longer.)
-Audio (Audio is a great way to break the silence of the web and grab attention)
-Strong Call to Action (Your website needs to have a strong call to action so that your visitors know exactly what to do and are prompted to act several times throughout you web page.)
-Ethical Bribe (Offering an ethical bribe to you visitors is a great way to stimulate action and perhaps entice them to give you their email addresses)

Split Testing Your Ads
Split testing is surely the best tool in pay per click campaign management when it comes to decreasing click costs. Google rewards ads that have high CTR (click through rates) with lower costs per click. That’s what makes split testing so valuable to pay per click management! You have the ability to test your ads against other ads on a continual basis to weed out underperforming ads and find super performing, high CTR ads. Not only will you be rewarded with lower costs per click but you will also be granted higher ad positions in Google as well!