2) PPC allows you to measure the number of clicks your advertisement receives so you can set up more than one advertisement and see which one works best. You can slightly alter your advertisements to see if that improves or reduces the number of clicks you receive – such as change the headlines from “Quick Breaks” to “Weekend Breaks” or “Easter Breaks” or “Romantic Breaks” you can build you a really good picture of what works best.

3) You can alter the amount you are willing to pay for each click and in time, by constantly testing, you will find the point where you can pay as little as possible and still get the response you need.

4) Some of the advertisements you place will not work. You will place ads that don’t work at all – treat this not as failure but as feedback. You can use this information to get better response to your other advertisements.

5) 20% of your ad budget will go in competitors and time wasters clicking your links – just the way life is and you can’t do anything about it.

Google Content Network
1) The Google Content Network is where a small advertisement appears on a related website – for example someone may be looking at “Golf in Scotland” website and see your advertisement for Scottish Holiday Cottages or better still Villa in Portugal near golf course.

2) The Ad Network and Content Network are two totally different things treat them separately.

Key Word Selection
1) There are several obvious keywords in any industry. These keywords are the most popular and the most expensive – let the others battle for these keywords and spend their advertising budgets. There are tens if not hundreds of other keywords that your competitors aren’t bidding on and are not as expensive. You can see how many searches have been made for such keywords on Google. Bidding on theses lesser keywords can bring you a great response at a fraction of the cost.

2) When it comes to writing your Adwords advertisement as a general rule of thumb put your main benefit in the headline.

Click Through Rate
1) Pay Per Click on Google is not a straightforward auction. What you pay, per click is only 50% of the final result. The other factor is the Click Through Rate.

2) Because you can see the results and can see your click through rate, over time you can tweak your advertisements to get a better click through rate – thus getting you higher up the search engine list for less money. Test two advertisements together and keep changing the ads to beat your best performance.

3) If your click through rate is double that of your competitors you will only have to pay half as much money as they do to be top of the list. For example company A bid 50p for a keyword and company B bid 25p for the same word. If the click through rate for company B is three times that of company A, company B will go top of the list. This is because Google will earn 75p from them and only 50p from company A.

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