There are so many urban legends surrounding PPC, pay per click, advertising, and it they can seem to be both true and false. The contradictions all stem from who is actually doing the talking. Advertisers who aren't faring well are the ones who tend to think that their experiences are the only truth. The actual reason they failed was that they couldn't be bothered to take the time to actually figure everything out. That means that all you are going to hear from them is negativity about how things are rigged, too expensive and a bunch of other things that aren't accurate. You can learn to make money with PPC advertising, but you must confront the learning curve and stay the course.
Pretty much everything centers on the idea of creating a relevant campaign. The truth is that this is the one thing that almost always lets you reduce your costs per click (or CPC). Not only that but, all things considered, this can really help you raise your conversion rate. Think of the flow of relevancy from your keywords to the PPC ad and then to the landing page and beyond. Potential buyers have definite opinions and will make judgments that they don't even realize that they are making. You need to pay attention to those things and make sure that you aren't disrupting the flow of your relevancy.
As you venture more into PPC, you will become knowledgeable about negative keywords. You will only find these in PPC advertising. Negative keywords will make your ad become invisible. Negative keywords are good because they will help keep money in your pocket and make you get more converts. You will end up with a reduced CPC when your conversion rates go down. This allows you to keep more money. So, always use them in every single ad group you have. Never forget to set them up. Negatives will come in handy during your campaigns because you do not want people who are on the fence.
Any time that you come up with and run your own PPC ad campaign, it is best to catch people who are in the buying phase of the keyword cycle. There are several phases of research people do, and this has been known for years, the gathering information phase all the way to buying. The Internet is full of tools that will teach you just what you need to know to properly find and place buying keywords. Usually these are the keywords that get typed into the search engines by people who are shopping for something. Obviously this means that you will need to put these keywords into your campaign so that they will definitely see your ads and be served by them.
These are the types of PPC advertising tricks you will learn from credible sources. Don't think about learning from the free stuff that Google gives you. This is because it is not concentrated and not very organized. Pick out an excellent learning source and then find out all that you can about it. When you feel confident enough, then just do it.
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