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How Pay Per Click Advertising Really Works
Pay per click advertising, which is essentially about how to make the most money from relevant keywords, is a 3 step process.
1. Find suitable keywords 2. Use them correctly in your Google ads 3. Manage your campaign with the right adwords software
By the time we get to part three we will need software to manage our PPC campaign and there is nothing finer than the wonderful Ad Grenade.
For now we will focus on how to find a suitable list of keyword phrases to use in your ppc campaign - at zero cost !
There are some first class keyword research tools out there and the good news is that two of the best are free, namely Traffic Travis and Google's own, excellent, 'Keyword Tool External'.
If you are not very experienced in internet marketing and/or money is tight, I would recommend sticking with the free tools to begin with.
How To Compile A Large list Of Relevant Keywords - FREE
From the top of your head make up a list of keyword phrases that you feel must be relevant - keep it 'tight' - 'Bees', 'Honey Bees', 'Bee Keeping', 'How To Keep Bees' etc. Another free tip, enter your phrases into the Google search box and see if the dropdown menu comes up with more gems.
Run all of these, one by one, through Traffic Travis, when you get to the 'send to sorter' stage, eliminate any phrases of less than 2 words or greater than 10 as well as anything containing 'free' or 'freeware'. Someone checking out free stuff hasn't got their credit card out ! Traffic Travis will enable you to download your list to a *.txt file where you will manually delete unsuitable keywords.
At this point we load the entire list into Google's 'Keyword Tool External' and click the 'Get Keyword Ideas button, then add any extra keywords, that Google has suggested, to the list. When you download your list to a text file you will discover that it is arranged alphabetically.
Your final task is to arrange your list into very targeted groups of keywords, that is phrases that are very tightly related. I cannot over emphasize how important this is, your pay per click ads must take your customers to pages that not only use the keywords in those ad groups but must focus completely on the subject they suggest.
There isn't space here to go into a lot of detail on how to use the two tools I have mentioned, however, I think the Google tool is almost self explanatory and Traffic Travis has some very good tutorials.
Stages 2 and 3 will be the subject of other articles. When you get to stage three it will become all too clear why, without some kind of adwords software, this whole approach would be impossible to manage.
John Rivers
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