Can someone explain me in general what you need to do to be successful with PPC? This is how i see it -find some keywords ( how do you go about doing this and what criteria must your keywords meat) -run 3 sets with each having different descriptions and headlines -take out the one thats not preforming well -then take out the low converting keywords ... what criteria must the keywords you choose meet? Do they have to be low comp, high volume? Do you chose the keywords the same way you would for SEO?
The only criteria is to choose keywords related to your offer and they must be as specific as possible. Doesn't matter if there is high competition or not, or if there is high volume or not. Suppose you sell an ebook on treatment and curing of fibromyalgia. Don't bid on "fibromyalgia", that's too broad and vague. The searcher's term could be anything from "what is fibromyalgia" to "how many people suffer from fibromyalgia". You would use keywords such as "fibromyalgia book", "fibromyalgia cures", "fibromyalgia treatment" and "how to treat fibromyalgia". There are many others such as "books about fibromyalgia" and "home cure for fibromyalgia" that can be used, you get the picture. There are also negative keywords to think about such as free and drugs. You don't want people looking for medicine to click your ads since they are not looking for your solution. You could however target them separately to convince them that drugs are not the answer. Put those keywords into appropriately themed groups such as book, cure, treatment. Write a couple of attractive ads for each group. Wait. Create another ad to replace the lesser performing one of the two. Refine your keywords, these can be found in the tools but better yet, the search query report of actual keywords used. Repeat the process of refining keywords and ads. It's called testing.
Hi, Lucid Web described it very well. Now you need quality. The right keywords, the right ad with the same keywords in it and a great landing page that no one can resist the sale pitch.
Analyzing KW and ad performance is certainly necessary, just dont forget to track conversions as well.
Split-test your ads 1.) Find appropriate descriptive keywords (and negative keywords) 2.) Create two different ads for each keyword group 3.) Let it run for a week 4.) Pause the one that worked worst 5.) Create a new ad 6.) Goto 3