I’m moving towards a 10% click through rate with my latest client. He started at .07%, after two weeks I had him at 3%, and now, 5 weeks into the campaign he is at 7.92%! The gauntlet has been thrown down, I’m really hoping I can push for closer to 10%. Here’s how I achieved this:

1. Remove all generic keywords - Always avoid using generic keywords (bikes). They’re just to general and not targeted to your market. Focus on using targeted keywords which describe your actual products or service in a rather specific way (bikes for toddlers).
2. Collect all keywords in targeted, related adgroups - most beginners only have one group. It’s imperative that you get specific. The more specific you are the less you’ll spend.
3. Create new ads - Write your pay per click ad with keywords in mind. Use keywords in the ad copy as often as possible, while still keeping it as grammatically correct as possible. Try to include your keywords in the title and description at least once in each. Keywords within your ad copy will appear in bold which will make them more likely to catch the eye of the user. Keywords also improve the relevance of the pay per click ad.
4. Test & Measure - Test different versions of ad copy. Create multiple pay per click ads for the same keywords. Google and other pay per click services will automatically calculate which ad performs better. After a period of testing, you can eliminate the ads that do not perform at the level you want or just keep the best one. This is commonly referred to as A/B split testing. Every industry and niche market is unique and split testing your pay per click ads is the only true way to see what ad copy is most effective for you

There’s definitely more to it than that, I’ll be including more information in future posts. But for now, if you’re a beginner and you’re looking to improve your pay per click results, follow these four steps and you’re on your way.