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Some time ago I decided to attempt a Pay Per Click comparison by using two Adword ads and trying to see which one resulted in the highest Click Through Rate (CTR). I was not surprised to find out that the ad which won was that in which I used the name of the product.

These four suggestions can assist people who are using PPC advertising to increase the CTR for their ads.

First, try to use a name as close to the name of the actual product as the seller permits. Frequently, you will not be allowed to use the company's brand name when you are using PPC. Despite this, you may still be able to place a bid on the product's name.

Any keyword search process that you are able to use should be used to determine whether shoppers are actually shopping for that keyword. To illustrate, imagine that GreenJeans is the merchant's name, and he or she is selling a green jean. Searching for the keyword green jean may reveal to you that green jean is not a useful keyword because it is not a well-known item. In this circumstance, organizing an advertising campaign using that keyword will not succeed. If shoppers are not looking for the item you are selling, PPC will not be profitable.

Creating several different Ad Groups will yield the greatest CTR. Using Adwords, organize 'Campaigns,' and then develop 'Ad Groups.' The name you choose to select for your campaigns is not particularly relevant. This category is useful mainly for the purpose of organizing data. In comparison, the structure of your Ad Groups is highly relevant to your success! Target highly specific keywords and use closely related phrases. Ensure that each of the ads in every group target a location on the website that is optimally designed to feature that keyword.

For example: I have a Gardening site at www.squarefootgardening.com. It has a lot of information on Square Foot Gardening, Container Gardening, and Landscaping. For this site, my Adwords Campaign name is Gardening.

I have subdivided the campaign portion into three unique ad groups, each of which is pertinent to the individual areas listed above. For example, the ad group Container Gardening contains only those keywords that are particularly relevant to container gardening. The ads contained in this particular group direct users to the specific page on the gardening website that relates directly to container gardening.

One other thing I do is to make certain that the website is organized to feature one or two primary keywords on which I am currently bidding in that particular ad group. With this technique, I receive a much higher CTR than when I began, and placed all the ads into a single Ad Group.

Even though organizing separate groups is more time-intensive, I pay less because the CTR is much higher.

Try this process using different keywords and related phrases until you reach the highest possible CTR. One of the shared secrets among users of the Adwords System is that the persons who pay the least per click are those who achieve the highest CTRs. Design each ad with the following primary structure:

(1) Try to use the keyword in the ad's headline. (2) Offer the searchers some benefit on the first description line. This technique assures them that they will find the desired information at your site. To illustrate using the gardening example, use the description 'Learn how to Garden in Small Spaces.' (3) Use capital letters to highlight the first letter of each important word, as I have shown in Tip #2. (4) Finally, tell them what benefit they receive from actually visiting your website. Provide them with a specific feature of the site. Some possibilities include free eBooks, or possibly even unique information or special trial offers.

Now that you've got your ads set up properly, what will the visitor see when they click on your ad and get to your site? What they should see is very precise, pre-sales information that will make them want to click again - to the Merchants site.