Google's ad placement program (or PPC program) is called AdWords. I'm sure a lot of you know that. Heck, you probably also know that back in the summer of '06, Google raised PPC prices for irrelevant ads and landing pages that did not benefit the reader. This scared a lot of AdWords users and sent them home crying.
But the strongest survived. People learned the new things that Google wanted from them and how to stay relevant. Now their ads are doing even better than before and they pay less for those ads than they did in the first place. So, now you may be thinking to yourself "what are these things to help me save money on AdWords?" To tell you the truth, there are a lot of different things to help you stay relevant and keep your costs to a minimum, but here a short list (5 items) and brief description of each on how you can lower your PPC costs.
1. Separate Your Keywords Effectively. When coming up with keywords for any given campaign, you'll definitely want to separate your key words and phrases into groups that will benefit you the most and be relevant to whatever ad group you put them into. For example, if your key phrase was "dog training," you would put that as its own ad group. Then you could make another ad group called "dog training extras," and put stuff like "dog training secrets," "dog training tips," or anything with extra words attached to it. Just like the song, 'Gotta Keep' Em Separated. ' The ad group name does not matter for anyone else but you, so name it something that will help keep you organized.
2. Put your keyword (s) into the actual ad. Whatever keyword your ad group is based upon, place that exact keyword into your ads. And if you have multiple keywords per ad group, make a variation of your first ad, and use one of the other keywords in that ad. Not only does this help with relevancy, but it also makes that term stand out.
3. Have the Keyword (or part of) in the URL that the ad Directs to. Where ever the ad directs to, should have at least the major part of the keyword in the URL. You should try to put it into the title, but if not then oh well. Again, Google is looking for relevancy and every bit helps. By putting the keyword in the url, it only makes it look better for you.
4. Write Your Ads for Buyers. Without your main objective is to just get readers, write your AdWords ads for buyers. Bidding on keywords that have to do with the word "buy" or "download" will help you narrow your results and the audience you target. Also when you write your ads, using words like "scam" or "review" have often been used to get people to believe that they have an honest opinion. Your biggest goal as a writer: to attract buyers.
5. Regularly monitor and manage your AdWords campaigns. Regularly watch your campaigns, as in daily or every other day, and get rid of bad performing keywords and ad groups. By doing this, not only will you get rid of those wasted clicks, but it will show Google that you mean business, and you are serious about advertising with them. So monitoring your campaigns really is the best thing you can do overall. Just keep on top of those ads, and you should see better results!
Well, hopefully these basic cost cutting things will help you save some money on your AdWords (and other PPC) ads and campaigns.