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When it comes to PPC ad copywriting, every little detail counts. Even spaces.

Here’s an example: Let’s say you sell stepladders. Or is that step ladders? Type them both into Google and you’ll likely get different results. Let’s see …

Ignoring the paid search ads, when I typed “stepladders” into Google, the top five results were:

* Amazon.com
* Grainger.com
* doityourself.com
* stacksandstacks.com
* icanhascheezburger.com

But when I typed “step ladders” into Google, here’s what I got:

* Ace Hardware
* Amazon.com
* Grainger.com
* Louisvilleladder.com
* ConsumerReports.org

OK, so what do organic search listings have to do with paid search listings? Well, nothing except that when you bid on a keyword, the specific keyword that you bid on is the page on which your ad will appear in the SERPS. If you bid on “stepladders” then your ad will appear with the first set of results; if you bid on “step ladders” then your ad will appear with the second set of results. The best approach, of course, is to bid on both keywords, but if you are under a tight budget then what do you do? You’ll have to make a choice.

Notice that some of those organic listings rank for “stepladders” but that the word in the description or title of the SERP listing is “step ladders”. That’s because those website optimizers did a good job of targeting both keywords, but you don’t have the space to do that in a PPC ad so you’ll have to target one or the other. The best way to target both is by using two separate ads - one for each keyword. See how a space in your PPC ad copywriting can make all the difference?

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Bryan Eisenberg wrote a blog post for small business owners titled 7 Signs Your pay per click advertising Campaigns Need Optimization. It’s an excellent blog post and I agree with his points. Here they are in a nutshell:

1. You use the set it and forget it strategy to PPC.

2. You don’t have proper tracking in place.
3. You have not tested at least 3 variations of your PPC ad.
4. You have not tested matching options.
5. You have a long list of keywords in your ad groups.
6. You have poor scent from the ad to the landing page.
7. You aren’t testing your landing pages to maximize conversion.

This is a good list. I’d add one more to it. The No. 8 sign that your PPC campaigns need better optimization is you are paying too much for your keywords. Your quality score determines your minimum bid per keyword. If your minimum bid is too high then you are likely paying too much for your clicks and you may not be realizing as high an ROI as you can.

Pay per click campaign optimization is the most important aspect of running an effective PPC campaign. Don’t shortcut yourself.

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In every business there is a language. Many times that language is unique to that business. Doctors and lawyers may speak Latin, but almost no one else does. Even then, the Latin is a modern American Latin. Well, it’s all Greek to me.

But I’m not talking cultural languages here. I’m talking professional languages. Jargon. You know what I mean.

Jargon is language used by people within a specific industry that allows members of certain professions to communicate with each other and have a level of understanding about the concepts you are discussing. It’s unique to that industry and people outside of the industry likely won’t have a clue what you are talking about. What you as an advertiser need to do is figure out what your customers call it. They won’t search for the Winding Widget with a Kung Fu Grip. They’ll just call it a flyswatter.

OK, bad jokes aside, kill the pay per click advertising related jargon. Learn what language your customers speak. Do the research. And use keywords that the search engines understand because that what searchers understand.

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Managing keywords is the most important thing when it comes to online commerce, particularly managing pay per click campaigns. Here is a list of common mistakes that new advertisers make in their PPC campaigns and how you can remedy them:

* Too many keywords per ad group - Too many keywords can kill an advertising campaign by watering down your optimization. Make sure that you are targeting only the necessary keywords for a particular campaign and delete unnecessary keywords. Keep your ad group tight.
* Targeting the wrong keywords for a campaign - If your ad keywords don’t match the keywords on your landing page then you are targeting the wrong keywords. Make sure that you optimize your ad group and your landing page so that keywords for both match.
* Sticking with broad match - You can increase your CTR just by narrowing your match from broad to to phrase match or exact match.

* Not using negative keywords - Negative keywords help you get more specific in your targeting by cutting out specific searches where you do not feel the need to target.
* Not testing new keywords - Pay per click advertising should involve constant testing of new keywords, ad content, and approaches to advertising in general. You should be testing new keywords and adding them to your campaign groups as necessary.
* Neglecting to perform the necessary keyword research prior to starting a campaign - Without keyword research you will go wrong. Perform you keyword research before you ever start a campaign and target only those keywords that are relevant to your campaign.
* Maintaining the same keywords throughout an entire campaign - If you just set it and forget it then you will not maximize your opportunities in PPC advertising. The only way you can make PPC pay is to move your keywords around. That means testing and optimizing. Keep a constant eye on your campaigns and manage them for maximum effectiveness.

PPC advertising is an ever-moving target. If you expect to succeed you’ll need to log in to your account every day and see how things are going. Don’t be afraid to try new keywords, test new ones against old ones, and maintain constant research to determine the best match types, etc. Keyword management is the most important thing in managing pay per click campaigns.

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It’s been said that Facebook is not a good model for pay per click advertising. I don’t think we should rush to judgment. Perhaps no one has really created a PPC camapign that has risen to the same level of success as that of Google. But I think it’s possible.

First, I would not start my social media campaign with paid advertising. The first step must be to build a solid base of friends and fans with your Facebook profile. Then you’ll want to build Facebook pages for each of the products and brands that you want to promote. After that, you’ll want to join a few groups that are related to your niche and start one of your own. Make sure that your group is different than any of the others. You don’t want any cross-pollenization of similar groups. Fill your own niche. Where is the market short?

After you’ve taken the first necessary socials steps on Facebook and have a solid base of fans, then you should start a test pay per click advertising campaign. You’ll want to drive traffic to your Facebook landing pages. It is less threatening than your website or blog. You’re only paying 5 cents per click on Facebook so don’t fret. You can still set a $5 daily limit. But one other thing you’ll want to do is establish your targeted demographic. You don’t want to pay for untargeted clicks. Therefore, make sure you are targeting the right market and driving them to the right landing page.

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Google Analytics announced a few days ago that it has added advanced segmentation. This is good news for pay per click advertisers.

Advanced segmentation allows you to break down your visitors into smaller segments for better analysis. For instance, you can look to see how many of your paid search visitors have converted. If the percentage isn’t big enough for you then you can tweak your ad content or landing page to increase your conversions.

Not only can you look at segments that are natural and created by Google Analytics, but you can create your own segments as well. So if you have special data that you are interested in that other PPC advertisers might not consider then you can create your own advance segment categories and track them all through Google Analytics.

Advanced segmentation can also be used for testing. Let’s say you want to test a new market. You can create an advanced segment category for that marketing. It can be a geographic market, a demographic market, or a another segment type, but it allows you to test a landing page for a particular segment of your marketing.

There are other applications you can use the advanced segmentation feature for as well. I’d encourage you to play around with it awhile or let us know you’d like to add some advanced segment categories to your Google Analytics and we can help you drill down.

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Rand Fishkin started a war between PPC and SEO providers. At first glance his thesis seems correct. Maybe companies should be spending more money on SEO than on PPC. But Rand’s position is really based on incomplete data as shown by this response from SEMVironment.

We’ve said for a long time now that pay per click advertising and SEO compliment each and that’s the same conclusion drawn from SEMvironment, with the data to back it up:

I would say the doubling of net came because of the natural lift that each (PPC AND SEO) had on the other.

If your SEO isn’t targeting every keyword that you can target for your business, PPC can help you uncover new keywords. But even for the keywords that you are targeting, a PPC campaign can enhance the SEO you’ve got going on. Many searchers will click the organic listing of a company that also has a ad on the same page. You could easily be losing up to 10% of your potential traffic without that pay per click ad running alongside your organic search listing.

When it comes to choosing between SEO and PPC, you don’t have to put one above the other. You can do both and increase your ROI.

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The debate between PPC and SEO has been going on for some years now. The question always arises, which one is more effective. Of course, we believe they are most effective when they work together and compliment each other. But that doesn’t say anything about why companies use one or the other.

Pay per click advertising is popular among companies just starting out on their Web marketing ventures for a number of reasons. First, SEO takes time. Good SEO takes a long time. Real good SEO requires patience for it could be a year, two years, or more before you start to see real results from all of your hard efforts. pay per click, however, is much more immediate.

A company can spend thousands of dollars on SEO and see great results. Next year. They can spend a fraction less and see great results - tomorrow.

But PPC can also be used as a testing ground new keywords and phrases that you might want to use for your SEO campaigns.

Search marketing, both paid and organic, offer great opportunities for companies wanting to reach the right target marketing. If you use them together - pay per click for immediate or short-term results and SEO for long-term results - then your overall search marketing efforts will be more effective.

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There are two ways to do geo-targeting in Google AdWords. You can tag your ads with keyword-specific place names or you can do what is called IP targeting.

When you add place names to your ad group keywords you are simply adding the names of the places you want to geo-target. For example, if you sell hardware and tools in Waco, Texas then you would use the keywords “hardware” and “waco texas” for your geo-targeting. But the downside to that is your title and description are taken up with keyword text, which reduces how much you can use for other text that helps you sell.

To get around that you can use IP Targeting. Just set your campaign settings to target a specific geographic area and when you do that you don’t have to use place names in your keyword list. Instead, just target your niche keywords and the ads will be shown to the geographic market that you are targeting.

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