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

Always strive to get as close to the actual product name as the merchant will let you. Most merchants will not let you bid on their company branded name using PPC. However, they are much more likely to let you bid on the name of the product.

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.

This is subdivided into three unique ad groups, each focusing specifically on the three individual areas of interest. Only the keywords specifically pertinent to container gardening are contained in the Container Gardening ad group. The advertisements that are in this section direct shoppers toward the specific area on that site that focuses directly on 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.

Despite the fact that more time is required to develop unique ad groups, it costs less because I receive a higher CTR.

You'll want to test variations of keywords and keyword phrases until you get the highest CTR possible. It's no secret to those who know the Adwords System; the advertiser with the highest CTR pays the least per click. The structure of the ad should be as follows:

(1) Put the keyword in the headline of the ad, if possible. (2) On the first description line give the searcher a benefit. This will let them know that what they're looking for can be found at your site. (Example: "Learn how to Garden in Small Spaces"). (3) Capitalize the first letter of each main word (as in the example above). (4) On the last line, tell them what they'll get when they arrive at the site. This is where you give them a feature of the site. Possible features include free eBooks, specific information, trial offers, etc.

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.