Can you capitalize on others’ mistakes and be wildly successful with your Google Adwords campaign? Yes! But it’s not your competitors’ mistakes that you should always focus on. Let me explain…

Your prospects are not necessarily the best spellers in the world. In fact, the word “misspell” (mispell) is one of the most commonly misspelled words in the English language. There are many other commonly used words that are misspelled. Unfortunately, many of these words are typed into search engines such as Google, Yahoo, and MSN every day. So why should you care? Because your competition usually doesn’t care!

Armed with this knowledge, you can dominate keywords in your market that no one else thought of bidding on. Since there is normally little competition for these keywords you can get them a lot cheaper than the correctly-spelled versions.

But let’s say you serve a clientele that is more sophisticated than most; perhaps your average customer has a college degree. Well, first I would like to ask you if you have read any college essay papers lately, but (seriously) even if you believe that those searching for you CAN spell, there are other reasons besides ignorance that many people misspell words:

-In their hurry, people leave out letters in a word.
-Letters get switched because of “fast fingers”.
-Ocassionally keys on keyboards get “stuck” and they add extra letters.
-People know how to spell common words, but don’t remember exact names of companies – especially if your business uses a surname in its title. (“Thompson” or “Thomson”?)

So how do you know which keywords people are misspelling to get to your business. First of all, start with good keyword research and make sure that you get the correctly spelled keywords first. Next, take a list of the most commonly used words in those keyword phrases and think about how people could misspell them.

There are several “typo” tools on the internet that can help. A free tool that you can use is located at http://www.selfseo.com/domain_typo_generator.php . Let’s do a real example. I will type in the word “attorney” and see what comes up:
-zttorney
-sttorney
-qttorney
-attornet
-attorndy

There were many more misspellings generated, but notice that all of these examples have nothing to do with the searcher not knowing how to spell; but in each case, the letter mistyped was a key in close proximity to the one intended.

So if you are going to dominate your competitors and take advantage of your prospects’ typos so that you can get inexpensive clicks, let’s go over some “Do’s and Dont’s.”

DO include variations of the most commonly misspelled keywords in your Adwords campaign. DO set up a SEPARATE ad group for these misspelled keywords so that you can better track their effectiveness. DO make sure that you have the misspelling of your own company name.

DON’T try to use the misspellings in your headlines or ad copy. That means you can’t use “dynamic” keyword insertion techniques for these particular keywords. Don’t even try. If it gets by Google the first time, rest assured that they will catch it, and you could end up being penalized big-time because Google definitely wants professional, correctly-spelled copy in its Adword campaigns.

Yes, it takes some extra work, but the payoff can be hugely successful. You not only have to know what you should do correctly, but more importantly, what your competition is NOT doing correctly in order to run successful PPC Campaign Management.

Farmers would more than likely make poor PPC Managers; hunters would make great ones. Now I have nothing against tillers of the soil. Some of my ancestors were farmers. It’s just that I think farmers would not succeed at managing pay per click campaigns for very long.

Why? Because farmers operate from a long-term mentality. An apple farmer plants a seedling and doesn’t expect any fruit for the first 3-4 years — and even then the fruit is normally not edible until the apple tree is 8-10 years old!

Now that might work for an apple farmer, but can you imagine “investing” money in a pay per click campaign with that mentality? Break even in 3-4 years — profits in 10. No way.

But hunters on the other hand would make GREAT PPC campaign managers – especially African safari  hunters. Why? It’s either kill or be killed. If you miss your mark your competitor (in this case the lion) has you for lunch. Sounds a lot more like pay per click to me than the apple tree example.

In the pay per click game, you have to think like a hunter. When a hunter goes on a hunting trip, he has to target what he wants to hunt. Why? Because an African lion can’t be brought down with a squirrel gun. The hunter has to know what he is going after and have the appropriate weapons and ammunition for his prey.

By the same token, in order for PPC campaign managers to be successful, they must target their market with precision, intelligence, and speed. In pay per click you don’t have time to mess around. If the keywords that you are targeting are wrong and don’t convert, then you have to make swift decisions on whether to keep throwing money at them or to toss them aside and focus on better, more targeted and higher-converting keywords.

And unlike the farmer who normally has time on his side…PPC managers don’t have that luxury. Sometimes you have only a few weeks or several months to get things “right” so that you can afford to stay in the game.

Unfortunately, the vast majority of players don’t operate like hunters. They treat their search marketing campaign like it is an apple orchard and they have all the time in the world. They plant small seeds, and make small minute changes that are days apart, while their competitors run about with a gun in their hand and hunt big prey, knowing that if they miss, they can quickly re-load and hunt again later that day or even tomorrow. Guess who wins?

It is true, and Google will love you too if you just take the time to set up your adwords campaigns the right way! You see, there is a right way and a wrong of doing it and if you are like 95% of Adwords advertisers you are probably doing it the wrong way!

When you first set up your adwords campaigns you are either setting yourself up for success or optimizing your campaigns for absolute failure. No one wants to fail, but only a very small percentage of advertisers are actually setting up their campaigns the correct way and optimizing for success. While setting up your campaigns the correct way is not the catchall for Adwords success, (it still requires daily maintenance, split testing and bid management),  it definitely play a huge role in whether your campaigns will succeed or fail.

Google is very judgmental; and rightly so. After all, it is the world’s #1, most trusted Search Engine. What I’m trying to say here is that Google will not reward an Adwords campaign that is set up wrong. As a matter of fact, many times Google actually punishes campaigns that are setup incorrectly. With that in mind, hopefully you understand how important it is to set up your adwords campaigns correctly. When you set up you are either setting up for success or setting up for failure.

Setting up Your Campaigns the Wrong way –
I’m not going to go into to much detail on how to set up your campaigns the wrong way. You probably already know how to do that, but let me tell you a couple things that Google absolutely hates.

Google really hates:
- Irrelevancy
- Keyword Cramming- (this is when you stuff all of your keywords into just one or few
adgroups. Google expects your keywords to be organized into separate adgroups with
your keywords being perfectly relevant to each other.)

You see, Google is all obsessed with “relevancy” and the reason being is because Google wants to provide the most relevant content possible to its users. So, if you cram all of your keywords into just one adgroup, then Google know that there is know way the text ad you have displaying for those keyword can possibly be relevant to each of those keywords. Do you really think that Google is going to display an ad that it thinks might not be relevant to what a searcher is actually searching on? The answer…. Of course, it will, but you will have one heck of a click cost and pretty sorry ad placement! Do you see why keyword cramming does not work? This is why you must be very sure to set up your campaigns the right way in ppc campaign management.

Setting up Your Campaigns the Right way –
Don’t you want to gain favor with the Google Gods? Well here is the way to start. Set up your campaigns right! Begin by carefully organizing all of your keywords into closely knit, relevant adgroups. Divide up your keywords so that each adgroup had a main theme where all of the keywords inside are relevant to each other. This will also force you to write a relevant ad for each of the adgroups you have created. I know, it is a lot of work, but Google will love you for it! If you really want to please Google, try making your campaign super relevant by putting each individual keyword into an adgroup of its own. That technique is a lot more work though, and is better left to us PPC Campaign Management Pros.

If your Adwords campaigns are performing like the average Adwords campaign performs then allow me, “Welcome to Google Hell”. You see, most people involved in PPC campaign management do not have a clue when it comes to setting up and managing successful Google Adwords campaigns. Professional PPC campaign management requires specialized knowledge, a variety of tools and vigorous, daily maintenance. Most Adwords advertisers have none of these crucial factors, which is exactly why they have lost favor in the eyes of the Google gods and have been condemned to suffer the horrors of Google hell.

You are not Alone!

Do not ever think you are alone when you experience horrible ad placement and high click costs. Many advertisers experience these same hardships day after day and week after week, but what do you expect? Only a small percentage of Adwords advertisers are ever extremely successful and that is because only a small amount of advertisers actually take the time to learn how to properly set up and manage Adwords campaigns. There are some crucial steps you must take when setting up your Adwords campaigns if you really want to be successful.

Success = Finding Grace in the Eyes of Google

If you want to be successful in Adwords then finding grace in the eyes of the Google gods is NOT an option. In order to “find grace” there are several things that you must do to setup your campaigns exactly the way Google wants them and that requires getting inside the mind of Google and thinking the way a world class search engine does.

Get in the Mind of Google – The Key to PPC Campaign Management

You must understand that Google, being the #1 search engine in the world, is all about providing the best content possible for its users. Not only is Google concerned about showing the best possible results first in organic search but Google is also very concerned with showing the best, most relevant results first in paid advertising as well. (Even though it is possible to influence your ad placement by raising your bids. However, earning high ad placement solely from paying more money is usually a stupid idea.) Anyway, to make a long story short Google is obsessed with “relevancy”.

I guarantee you that if you have lost favor in the eyes of Google then it is most likely because your Adwords campaigns lack relevancy or maybe Google just hates you… Just joking, but on a serious note the Google gods will hate you if your campaigns are not relevant.

Relevancy is No Secret- It’s Just a lot of Work

If you really want to get back in the good graces of Google then you need to make your campaigns have relevancy. Relevancy consists of three major parts; keyword relevancy, ad relevancy and landing page relevancy. Here is a quick overview of each:

Keywords Relevancy-
This is where your keywords are divided up and organized into adgroups that are VERY closely knit where each keyword is highly relevant to the next. The ppc campaign management pros go even further by putting every keyword into separate adgroups. It may seem like a lot of work but it is worth it.

Ad Relevancy –
Ad relevancy is where your ads are perfectly relevancy to the keywords. Ad relevancy is where the keyword searched on appears 1-3 times in the text ad. Ads containing the keyword searched on generally get rewarded higher ad placement from Google and usually get a higher CTR than most ads.

Landing Page Relevancy-
Landing page relevancy is the process of making your landing page 100% relevant to all of your keywords. There are many factors which make up landing page relevancy but one great way to increase your landing page relevancy is by using a special technique called, “Dynamic Keyword Insertion”.

Often times most people do not realize that the reason they are failing in ppc campaign management is because they are horribly offending the Google gods. Yes, there are several all too common mistakes that Adwords advertisers make to anger Google, thus ruining their chances of succeeding in Adwords.

The Quickest Way to be Damned by Google

So, you want to know the quickest way to literally be damned by Google? Just start advertising in Adwords with a landing page that has little or no relevancy with your keywords. I can assure you; this will guarantee you a slot in Google hell. You see, Google expects your landing page to be relevant to all of the keywords you are advertising under. Why? Well, Google wants to only return the most relevant results to its users. Google wants the sites that it considers to be most relevant to the phrase searched on to show up first.

Many times, especially when the Adwords program first started out, spammy advertisers would advertise their site under search terms that had absolutely nothing to do with their sites in attempts to get more traffic from Google. (Even if they did succeed in getting more traffic the whole idea was stupid anyway. Only “targeted traffic” is worth buying.) Anyway, being the super hero that Google is, Google put algorithms into place to help determine whether a site is actually relevant to what the searcher is searching on.

So, just what does Google do to sites that it finds to be irrelevant? The answer is nothing. Google does absolutely nothing to the site but it does do an awful lot to the price the advertiser has to pay per click. You see, Google has a way of dealing with these irrelevant sites and forcing them from the paid search results by charging a heck of a lot more per click. If you plan on advertising under keywords that your site is not 100% relevant to then be prepared, because Google is going to make your adwords experience slow and agonizing. Not only are you going to get sorry ad placement but you are also going to have to pay a heck of a lot per click.

Welcome to Google Hell

Unfortunately many advertisers are going to Google hell all because they simply do NOT know how to make their landing pages be relevant to their keywords and if it were not for Adwords experts like myself going around and preaching the Google Gospel many advertisers like you would be doomed to failure as their campaigns slip into the abyss of what I call, “Google Hell”.

A Cleansing of Sins and a Change of Heart

While you may already be experiencing pretty bad click costs and sorry ad placement, it is not necessarily too late for you to repent and once again be restored to the good graces of the Google gods. It’s not too late, but you must take action now if you want to have a chance.

Appeasing the Google Gods by Making your Landing Pages Have Perfect Relevancy

Alas, I can not forever guide and instruct you on how to do ‘this and that’ to get in Google’s good graces but I will be more than happy to point you in the right direction. Landing page relevancy is quite east to achieve and there several things that must be done in order to achieve it. For instance, try using a little technique called “Dynamic Keyword Insertion” to automatically pass and insert your keywords in strategic places on your website. Also, try passing the keywords through headlines, alt tags, the footer…Etc. Be sure to optimize your page for your top keywords using your meta title, meta description and meta keywords tags. Remember, relevancy is the key to higher ad placement and lower click costs in Google Adwords. Do whatever it takes to achieve it and Google will surely bless you.

So, you want to be an expert at ppc campaign management? Then you need to quit majoring in the minors. You see, most people focus solely on making their adwords campaigns have perfect relevancy or perhaps focus only on writing great text ads to draw in more clicks. While these are important components to focus on, they are complete wastes of your time if you are not focusing heavily on website conversion.

Website Conversion- Most Important Part of PPC Campaign Management

It is always extremely important to very methodically track your website’s conversion rate, especially when you are paying for your traffic. You need to know exactly how many clicks it takes to make a sale on your site. How else will you know how to adjust your bid prices inside of adwords? How do you spend to make a sale? How much are you “willing” to spend to make a sale? All of these questions should be easy to answer if you know anything about website conversion.

There is absolutely no way you are managing your ppc campaign effectively if you are not a master at website conversion. Do you know what factors increase the amount of sales and leads you are generating from your website? If you do not, then you obviously do not care much about your money. Why would you be willing to spend money for traffic when you are not even sure how much of a profit you can make? You may not even make a profit at all!

Even if you do everything else right in ppc management your campaigns will suffer greatly. There are several factors that have been scientifically proven to increase website conversion rates. I’m not just talking about tweaking your headlines and your copy. I am talking about a whole list of things that must be implemented on your website to maximize it for conversion. Conversion most definitely is not a guessing game. It is a science.

Most of the time, those who are knowledgeable and proactive when it comes to conversion are the ones who end up being most successful when it some to ppc campaign management. After all, they are the ones that will have increased sales and in return more money to invest in advertising. Do you want more sales and more money to throw at your Google adwords campaigns? Start implementing tried and true website conversion tactics to you website.

What many Google advertisers and ppc management companies alike fail to realize is that ppc campaign management is all about conversion. While it is important to focus on ad optimization, adgroup optimization, relevancy and all of the other factors that make up a successful pay per click campaign one must not lose focus on what ppc management is all about; conversion.

Whereas website conversion can be totally ignored when it comes to organic listings in Google with no visible financial consequences, (unless that is, you are paying an SEO company for your ranking) when it comes to ppc campaign management website conversion simply can NOT be ignored or it will cost you dearly.

Website conversion is not simply changing the copy or a couple of headlines on your website. Website conversion is a science that includes several factors and various elements of a website. Website conversion is a science that once perfected can prove to be invaluable to your business and internet marketing efforts. Why? Well, if your website can convert more traffic into sales that means you will make more money and have more money to invest in your pay per click advertising efforts.

PPC Campaign Management is All about Conversion!
If you are paying for any traffic on the internet you had better be sure that your website adheres to the key elements that increase website conversion. There are several factors that increase conversion but you must understand that true success is reached by continuous testing of multiple factors on your website. Proper analysis of the testing data must then be applied in order to determine what changes to make to your web page.

Several Factors that Increase Website Conversion
These factors have been tested and proven time and time again to increase conversion.

-Video and Audio that plays automatically once a visitor lands on the site
-An Ethical Bribe (Offer a free report or a free video)
-A Strong Call to Action- Make sure your site has a strong call to action to get the most wanted response from your visitors
-Auto Responders- This is a great way to follow up with email marketing to get visitors back to your site to buy.

Unfortunately, what most don’t realize is that ppc campaign management is all about conversion. After all, what is the point in paying for traffic if you are not getting the maximum amount of leads and sales from that traffic?

Applying website conversion not only increase the profitability of your ppc campaign management but it also saves you money in advertising costs because you can afford to spend less in order to make a sale.

Most advertisers are really good at blowing hundreds or even thousands of dollars when it comes to ppc campaign management. There are also advertisers who are extremely good at saving money when it comes to ppc advertising. Though these money-saving advertisers are few and far between their strategies and money-saving tactics are all the same. Take some advice from an expert as I show you the insider secrets when it comes to saving money on ppc campaign management.

Split testing Saves Money
I’ve said it a thousand times and I’ll say it a thousand more times. The #1 way to save money when it comes to Google Adwords is by Split Testing your text ads on a daily basis. Write two ads for every keyword you have and then test them against each other to find out which one converts the best and draws in the most clicks. Once you find out which ad is the winner delete the losing ad and start the testing process all over again this time using a new ad. How does split testing save you money? Well, Google looks at several factors to determine your cost per click. If you have an ad that is high performing that has a high Click Through Rate you will have an increase in quality score and a good quality score means lower click costs.

Ad Relevancy Majorly Cuts Cost
Ad Relevancy always seems to be a totally neglected and foreign idea to most advertisers involved in ppc campaign management. Ad Relevancy is actually quite simple and easy to achieve but its power must not be taken lightly. All you have to do to achieve perfect ad relevancy is simply write a specific text ad for each keyword you have with that keyword appearing at least once in the ad text. This process may be extremely hard for someone that has thousands of keywords but with proprietary software the process is relatively simple. Ad Relevancy is extremely important in ppc campaign management because Relevancy is a key factor the Google bots look at to determine your cost per click. Google is obsessed with relevancy, so make sure your text ads are relevant to your keywords!

Landing Page Relevancy – A Crucial Part of PPC Campaign Management
Perhaps the main reason Google is the world’s leading search engine is because Google is all about returning “relevant” content to its users. Google is always checking to insure the websites displaying in organic search are perfectly relevant to keywords searched on by Google users. The same goes for adwords. Even in paid advertising Google wants the most relevant sites to show up first.

How does Google keep irrelevant sites from showing up higher? Simple, Google simply charges advertisers more money if it considers their site to be irrelevant. If you’re not using a special technique called dynamic keyword insertion then you’re definitely missing out. Although dynamic keyword insertion is just a piece of the puzzle when it comes to achieving perfect landing page relevancy it is a great way to make your landing page relevant to every keyword you’re adverting on.
If you achieve landing page relevancy, not only will your ads show up higher in Google but Google will charge you less per click.