PAY-PER-CLICK SEARCH ENGINE ADVERTISING

Six simple techniques to start increasing your leads today.

This article assumes that you have already started a pay-per-click (paid) search advertising program. If you haven't, we can help you start one from scratch.

TECHNIQUE #1

Organize your campaign into logical campaigns and ad groups that mirror your site and product line up.

This will help you more easily track performance and develop copy platforms that best fit your product array.

TECHNIQUE #2

Set up separate campaigns for the Google network and the Content network for your most productive ad groups.

Performance in the Google search network will probably be better than in the Google Content network. But if you don't set up your campaigns properly, you will never find out.

TECHNIQUE #3

Develop a separate tracking method for your highest volume terms.

It probably doesn't make sense to have a separate tracking code for each of thousands of terms. But you must know how the terms that you spend the most on perform.

TECHNIQUE #4

Start aggressively copy testing now.

Google now tracks your click-thru and conversion data by each ad. Sometimes the minutest changes can double or triple click-thrus - which results in lower cost per click and higher placement.

But to make the smartest decisions, you must consider the combined effects of click-thrus and cost per conversion.

TECHNIQUE #5

Start using MSN's pay per click search advertising program.

Particularly for B2B marketers, if you don't already use Microsoft's PPC program you are missing out on a growing and profitable opportunity.

TECHNIQUE #6

Concatenation. This simple Excel technique can help you create thousands of new terms in minutes.

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