If you understand how to manage a pay per click campaign, you can have immediate feedback and metrics to determine

the return on your investment. You can see exactly how much money you’re spending, what your potential customers are doing

online, and what sales you’ve made. If you think about advertising in the Yellow pages, it’s the exact opposite…with the Yellow pages, you never even know if anyone sees your ad!

It can tell you what the money terms are! How do you even know what search terms you want to optimise your site for?

You can test them quickly and easily with a pay per click campaign, and then apply that knowledge to your search engine optimisation efforts.

Google’s rules and tips and tricks to work within them – Google doesn’t make it easy to advertise. There are lots of

unwritten rules for how Google likes campaigns to be set up and run. These rules have a direct impact on how much you’ll pay for

the advertising. If not respected and understood, many campaigns are doomed to be unprofitable. These rules include:

Keyword grouping

Quality score

Ad relevancy

Click through rate management

Bid pricing

And many more…

Keyword research – I guarantee that if you’re already using adwords, you’re leaving out important keywords in your campaign.

If you have 10-30 keywords currently, you should most likely be bidding on 1,000-3,000. It’s that big of a difference when you have access to the right tools and strategies.

Ad testing – If you’re not split testing (comparing a control to a candidate, or a different ad to see which is better), you’re most

likely getting only ½ the visitors to your site than you should be.

It’s fast – you can have a campaign up and running in less than 30 minutes. Getting your site into the search engine listings can

take weeks or even many months depending on the competition level.

Pay per click advertising needs to be a part of every business owners’ Internet advertising campaign. Unfortunately, managing even a small pay per click campaign can be complex and require very specialized knowledge and experience. There are several problems that the novice advertiser runs into.