Use negative keywords so that you don't appear for search terms that are not relevant to you. This will keep costs down and will filter out traffic that is unlikely to be of value to you.
2. Carry On Keywords
Use the same keywords (in the same format) in your ad creative. Then make sure that keyword appears again on your landing page (again in the same format). This will mean your visitors will not lose the 'scent trail' to finding what they want.
3. Test Ad Creative
Use at least 2 or 3 different versions of ad creative for each ad. See which one converts best and try to optimize for even more conversions.
4. Relate PPC Success To Conversion Goals
Be strict with yourself when measuring the success of your PPC campaigns. Relate campaigns' performance back to your original conversion goals and don't get excited by statistics that don't have any value to your business.
5. Use Google Analytics
We strongly recommend using Google Analytics on your website. It will allow you to measure your online marketing performance far more comprehensively than AdWords alone. Not only that it's free too!
6. Spend As Much As You Can Afford!
PPC is the ultimate channel for transparent advertising. Make sure you measure your ROI on every level: keyword, ad, geographic region, time of day etc. Once you know what a conversion costs and your exact ROI make sure you spend as much money on PPC as you can afford.
7. Improve Your Quality Score
Google attaches a lot of importance to 'Quality Score'. No-one (outside of Google) knows exactly how the scoring system works but what we do know is that it's becoming more important and there are ways to improve your quality score. Ask us more about this - there's way too much to explain here!
8. Use Google's Content Network (Even If It Isn't Working For You
Many people have difficulty getting the Content Network to deliver good levels of ROI. If this is you think about how you could use the network for free brand exposure. There are loads of ways to customize your ads on the content network too - maybe with a little optimization you could be converting better?
