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.

Throughout the past few years and months ppc management has changed from a seemingly easy task to a task which takes full time maintenance and daily management. As Google Adwords and other pay per click networks such as Yahoo and MSN have grown increasingly complicated many companies are being forced to outsource their ppc management to professional search marketing management companies.

Although Google Adwords is an extremely profitable investment for most online businesses many companies are finding that with the rapid advancement of the ppc industry it no longer makes since to manage their Adwords campaigns internally. With the rapid advancement of software and changes to pay per click management techniques, managing adwords campaigns internally has proved to be extremely time consuming and extremely cost deficient. Besides being unable to keep up in the ever evolving pay per click management world many companies simply can not afford to hire a full time employee to manage their ppc campaigns.

Many companies are now beginning to outsource their ppc management to search marketing companies who are able to manage their clients’ campaigns full time. Not only does this prevent companies from having to hire out their own ppc managers, but it also relieves all of the stress when it comes to staying up-to-date on the MANY changes of the pay per click world.

While it is not impossible for a company to manage their ppc campaigns internally and still make a profit, it is growing increasingly difficult to do so. As a matter of fact the amount of time it takes to stay up-to-date on the latest tool and techniques many times proves to be a huge factor why many companies are choosing to outsource their pay per click management.

If you were to ask around you will probably find that one of the #1 reasons companies are choosing to outsource their ppc is simply because they just do not have the time to study and learn the newest pay per click techniques. It is totally true. Pay per click has pretty much turned into something that pretty much requires a full time job to manage. However, some companies are actually able to turn their ppc management over to their marketing managers who in turn will have to spend hours of study in order to keep up with the most complicated of ppc programs, including Google Adwords.

There are several highly trusted, professional ppc management companies on the market today and many of them are able to provide full time maintenance for their clients’ campaigns. While it does cost money to outsource to such companies, it is definitely an investment worth while considering the amount or research, time and proprietary tools it takes to compete in the pay per click world today.

Most advertisers fail to realize that at the end of the day PPC Management is all about conversion. Conversion should be your number one priority when it comes down to managing your adwords and ppc campaigns. After all, why should you spend money on traffic if your website is not optimized for conversion? If you are buying traffic and paying for your clicks, don’t you want the highest amount of sales/conversion you can possibly get out of it?

I know website conversion is a no brainer investment but did you know that the vast majority of Google Adwords advertisers have no clue what their conversion rate is? Why pay for traffic if you are not even sure what percentage of that traffic can be converted into sales or leads for your business? I could go on and on about how foolish it is for you neglect this most important part of ppc management but instead let me show you a few way you can increase A.) Track you conversion and B.) Increase your conversion rate for you website.

PPC Management – Conversion Tracking

Knowing your website’s conversion rate is crucial. How else will you know what prices to bid for your keywords? First of all installing conversion tracking on your website is very easy and it is the first step to actually improving your conversion rates. There are many tools on the market today that assist you in tracking the effects that changes on your webpage can have on your conversion rate. These tools will actually test multiple changes that you make on your website and help you to interpret the data so that you will know for sure which changes actually increase your website’s conversion.

What Actually Increases Conversion?

Well, there are actually several factors that have proven to increase conversion time and time again. If you plan on making a sale the first thing you have to worry about is keeping your visitors on your site long enough so that they can be called into action. (Every website needs to have a very clear, specific call to action, by the way.) How can you keep visitors on your site longer? Simple, capture their attention by using audio or even better video.

Headlines

Do not be fooled. Conversion is not all about tweaking the headline of your site. There is so much more to it than that but I will say that your main headline for your site will have a drastic effect on how many visitors will actually bother to read your copy. If you can not write a good headline yourself then start compiling a swipe file of all the headlines you find on your competitors’ sites. Which ones grab your attention? Which one peaks your interest the most? From these, begin to write your own headlines and then test them against each other. When you have a clear winner, write another headline to try to beat it.

There are several other factors that increase conversion but my main point is simply this. There is no point in paying for traffic if your site does not convert a healthy portion of that traffic into sales. After all, you pay for traffic to make sales! Never forget conversion is the most important part of ppc management because those who succeed in conversion make more money and have more money to invest in their online advertising campaigns.

Are you offending the Google gods by committing any of the hideous sins of ppc management? Most adwords advertisers do not realize it but there are several things the Google gods absolutely hate when it comes to adwords management.

Do you organize your adgroups?

This one step can determine success or failure for your Google Adwords campaigns. You have a couple hundred or possibly several thousand keywords, right? Well if you are doing like most Google Adwords advertisers and cramming all of your keywords into the same adgroups then you are making a huge mistake. Did you know that Google expects to see all of your keywords broken up and organized into very closely knit, relevant adgroups? As a matter of fact if you are NOT organizing your keywords in this way then you are blatantly sinning against the Google gods and they will punish you for it!

If your keywords are put into adgroups with keywords that are not relevant to each other then Google is going to charge you more money for your clicks. Why? Since you crammed all of your keywords into the same adgroups you pretty much told Google that your campaign has no relevancy. You see, organizing your adgroups correctly is a huge part of achieving “Relevancy” in ppc management. You should definitely know by now if you know anything about ppc management that relevancy is the key factor in decreasing your overall click costs and the secret to getting high ad placement in Google without having to pay near as much as your competitors .

Here is what you must do to satisfy the Google gods and save your adwords campaigns from their terrible wrath. Immediately take all of your keywords and begin to organize them into separate adgroups with each keyword phrase in an adgroup having a common keyword or theme. If you have an extremely large campaign with tons of keywords, do not worry. There are several keyword organizing tools online that are 100% Free. For instance you can download the free program Adwords Editor and use the “keyword grouper tool” to divide your keywords into relevant adgroups.

If you want to have any success in PPC management it is crucial that you organize your keywords just the way Google expects. The Google gods will definitely NOT reward a campaign that lacks relevancy. If you have not organized your keywords properly you may still have a chance to redeem yourself if you fix them now.

PPC Management like the Pros-

However, if you really want to get on Google’s good side you could organize your keywords like the ppc management professionals. Try putting each keyword into its own adgroup.

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.

As Co-CEO of one of the leading Adwords Management Services I absolutely hate to see people get ripped off by adwords management services that don’t live up to the golden rules of adwords management. Not only do these certain companies hurt their clients but they also hurt the entire adwords management industry by giving the rest of us a bad reputation. I am writing this article to show you exactly what to look for so you won’t get burned by sorry, so called “adwords management”. I will show you exactly what to look for so you can be sure to find a top-of the-line adwords management service.

There are 5 specific, very important things you must look for when selecting a quality adwords management service. While it can be quite complicated to understand these 5 critical things or processes rather, I will tell you exactly what questions to ask so that you will find an adwords management service that is truly professional and on top of the adwords game. True Adwords professionals can answer the following questions. Be sure to ask and get answers to all of these questions before you dare outsource your adwords management. If the adwords management service representative can answer these 5 questions with answers similar or identical to the ones below, I’d say you are in good hands.

Do You Offer Split Testing? What is the importance of it?
Firstly, the rep should of course answer. “Yes” to the fist part of this question. Split testing is a vital part of successful adwords management. Split testing is extremely important because it helps find which ads are most effective and which ads draw in the most clicks. It also helps decrease click costs because Google rewards better performing ads with lower click costs and higher ad placement.

How do you organize my adwords campaigns?
Adwords campaigns should be organized and totally rearranged so that the keywords are divided into very closely knit, relevant adgroups. It is important that the top performing keywords are put into adgroups of their own in order to achieve perfect relevancy.

What steps do you take to Optimize my Ads?
Don’t be fooled if a rep says, “We know exactly which headlines convert the best and we know how to write professional ad copy. Blah blah blah..” That is crap. Optimizing ads mean insuring the keyword searched on shows up 3 times in the ad; once in the headline, once in the ad text and once in the display URL. Google rewards these kinds of ads with higher ad placement and lower click costs. Google loves relevancy. Also Insure that the adwords management service writes a specific ad for each keyword you have. Anything less is simply lazy.

How Do You Adjust My Bidding?
What’s the most efficient form of bidding in Google adwords right now? Its definitely bidding using Google’s Conversion Optimizer. If they don’t mention anything about that then guess what? That adwords management service is officially out-dated! Any professional adwords management service knows bid management with Google’s Conversion optimizer is the way to go. Nothing else beats it.

What Continuing education does your staff go through?
You’d better believe continuing education is a huge part of successful adwords management. The Google Adwords world is always changing. If you’re not consistently studying and spending money on research then you will quickly fall behind. The most advanced adwords management services spend tens of thousands of dollars on continuing education. Don’t be afraid to ask for proof of continuing education. After all it is you money at risk.

Successful PPC Management sometimes begins with a negative. That is…a “negative match.” When you are setting up your Google Adwords campaigns it is sometimes just as important to find “bad” keywords as it is to find “good” ones. Let me explain with a story.

There was a time last summer when my aging dog was down in her hips. I looked around on the internet and did what most animal-loving human beings would do and typed “hip problems for dogs” into Google. A bit of quick research later and I determined that the answer I needed relied on what is called a doggie wheelchair.

So next, I typed “doggie wheelchair” into Google. You can imagine my surprise when I found 10 PPC ads staring at me advertising doggie wheelchairs…or so I thought. Upon further investigation I determined that almost half of them weren’t advertising doggie wheelchairs at all. They were in fact advertising human wheelchairs. Now there were several multi-million dollar corporations that were inadvertently advertising to a pet-loving fanatic that had absolutely NO interest in human wheelchairs that spin around and cost thousands of dollars.

So what does that matter, you may ask? As long as someone doesn’t click on the ad, they don’t have to pay…right? WRONG! First of all, I must admit that I am like a lot of surfers and am click-happy. I don’t necessarily read every word of the ad before I click it. Lo and behold, I cost some poor multi-million dollar company a few dollars when I clicked on their ad for a product I did not want or need.

But what about the other ones that I had the sense to recognize weren’t pertinent before I clicked. Well, I must admit that I felt like “punishing” them for being so stupid by clicking on their ad for human wheelchairs, but I knew that they had already received punishment enough because I knew that Google was penalizing them with a lower CTR and that leads to a higher ad cost in the long run. CTR stand for “click-thru rate.” You see, even though I did not click on their ad, they paid. They paid in the form of higher ad costs down the road.

So why did they have to pay when someone did NOT click their ad and how does this affect your business? Let’s say you are an attorney and you bid on the keyword phrase “attorney”. Now someone comes along and searches for “free attorney”? If your search shows up, then you may get the click…ouch…unless you are free, but I highly doubt it. Or what if a high school student is doing a research paper on a legal subject and types in “articles about attorneys”. Oops, there you are again.

What if neither of the two examples actually clicks on your ad? Let’s say that no one is as click-happy as I am, does it still cost your money? You bet it does! Google is keeping score of your CTR and “rewards” you for getting more clicks. Yes, you may be happy that the freebie-seeker and the high-schooler didn’t click your ad, but by not clicking your ad they hurt your overall CTR and in the process helped to raise your rate.

To solve this problem and better profit with Google Adwords you you should know how to put “negative matches” in your Adword campaign. You would definitely want to tell Google that if a searcher includes “free” or “articles” then NOT to include your company in the search results. Before launching a Google pay per click campaign, you need to take the time to learn how to use the product and how to do proper research – not only for good keywords, but for the “bad” ones as well. If you can’t find the time, then hire someone who knows how to manage a successful Google Adwords campaign for you.

So you want to manage you Google Adwords campaign so that it brings you the most clicks possible, right? Wrong! Well…sort of. Yes, we want as many clicks as we can get, but there is one huge condition: We want those clicks to be TARGETED clicks. In other words, unless we like wasting money, we want the prospects that show up on our website to actually be…PROSPECT – folks that actually need, want, and can afford our services.

Let’s say you offer a service, such as criminal defense legal representation and your rate per hour is $300. Do you want prospects clicking on your ads and landing on your website who were actually looking for FREE representation? I doubt it.

Then how do you write your ads so that you get the most targeted clicks, without wasting money on those who either do not need your services or cannot afford your price? Hold on just a sec, here, because many times you can solve over 50% of your problems by bidding on the right keywords to start off with BEFORE you write your ad. That way, you ad does not show in instances where you are not clearly the solution that the prospect is looking for.

Let’s use another example to explain: Say you sell a book that has recipes for making apple pie. When doing your keyword research, you type in “apple pie recipes” in the keyword research tool of your choice and it “spits back” about 300 keywords related to apple pie. You blindly cut and paste those keywords into your Google Adwords campaign and you’re off to the races. But wait a minute…you didn’t really study those keywords, now did you?

If you had looked more closely at your keywords you may have noticed that the keyword “free apple pie recipies” was buried somewhere in that list. Upon closer inspection there were a few more undesirable keywords, such as “cheap apple pie recipes” and “downloadable apple pie recipies”. If your book is not free, downloadable, or cheap, then you definitely have problems. You have no idea how many times in real life that newbies and seasoned pros do exactly that – they get in a hurry and just cut and paste an entire list of keywords into their Google Adwords or other search marketing campaign and then wonder why they are doing so poorly!

Again, bidding on the RIGHT keywords may solve half of your problems – but what about the other half. Remember, you want as many clicks as possible, but only clicks from those who really want and can afford your product. So now let’s look at writing your ads.

In the apple pie recipe example, if your recipe book is $17, why not just say the price in the ad copy? Write a great ad, something like: “Need Apple Pie Recipes? Tasty, Homemade Apple Pie Recipes Only $17 Today” Maybe that’s not the best ad in the world, but it IS relevant and gets the point across. If the user was looking for something cheaper than $17, you’ve saved yourself a click and the cost associated with that click.

Yes, there are definitely times when you don’t want to put your price in an ad – especially if you have a great offer that seems expensive at first glance, but literally sells itself when your prospect reads your web page copy. That’s why it sometimes takes an Adwords professional to help you properly manage your Google Adwords campaign, helping you make the right decision and keeping you and your Adwords campaign balanced AND profitable.