Seven key tips for success with Google Pay Per Click

We spend a huge sum of money with Google every month but we get fantastic results so the spend is justified. I thought it would be a good idea to share what we have learn't with budding internet entrepreneurs in the hope that you don't make the same mistakes we did.

There are many so called experts out there but we are active merchants who have mastered the PPC game so it delivers real results for our business.

So here goes, enjoy!

1. Choose keywords to bid on carefully. We started out bidding on the keyword DIY which was great in terms of generating traffic but hopeless in terms of conversion. We now bid on exact match key phrases that are the ones you type in when you want to buy. For example if you selling a particular tv, make sure you bid on the exact model as a keyword as this is what people will type in when they want to buy. They may start out with "plasma tv" but when they have decided what they want they will type in "JVC PD-42DX6 42" Plasma TV Screen" or a variation of.
2. Understand totally the difference between phrase and exact match. It is likely that your conversions from exact match keywords will be highest once you have figured out the right ones.
3. Get help from experts. We used traffic broker for a number of months and would recommend them as a first class organisation. They will manage your account for you and is a good way of getting a campaign set up the right way from the start.
4. Measure conversions. It is extremely important to know which keywords are performing and which campaigns are successful. We measure success as a CTR (click through rate) in excess of 15% and expect 5% of traffic to make a purchase.
5. Use tracking software. Good tracking software is not free but can be acquired for as little as £35 per month. We use Saletrack which is exceptional and comes with no fixed contract. So go on try it for a month and be prepared to be amazed. Oh and don't forget to mention me, Simon Taylor, when you telephone!
6. Continually look at the numbers. We know exactly what percentage of gross sales we are prepared to spend on Pay Per Click. It is very easy to fall into the trap of becoming a slave to Google and having to spend the money to make the sales. Don't lose sight of your bottom line.
7. Work hard! The more time you spend on your keywords and campaigns the greater the rewards will be. Expect to spend some time every day reviewing what is going on.
8. Okay I said seven but here is a free one. Use Dynamic Keyword Insertion, it will enhance the effectiveness of your ads ten fold if you use it in the correct way!

Thats all for now and I hope this is useful for you. If you need more drop me a line and I will help if I can.