I feel that you should have specific advertising campaign creation techniques if you want to succeed in PPC method of advertising. What are the unique steps you follow while creating your campaigns in AdWords or any other PPC for that matter? I pay a lot of attention to keyword use in both the title and the description areas. What about you?
There is no need to put a whole bunch of your keywords in the title and adcopy, you can do that in a seperate part of the campaing setup.
I think this would be a good topic if some of the "old-timers" here would help out the newbies. We can read blogs and articles about this stuff all day long, but to hear it from those who's sites have gone before would be really helpful for those just starting out.
I'll just give my 2 cents here. Like Erik11175 said, there's no need to put keywords in your advertisement itself. Keywords can be entered in the therefore designated input fields when creating an ad. You should make sure that you enter plenty of keywords that can describe your ad. (We suggest at least 15) When you've thought of a few keywords you should try to find alternative ways to say the same thing and add that to the list. For example: "daily" -> "every day". Furthermore you should also try plurals, like "guide" -> "guides" or "auction" -> "auctions". The text on the ad itself is also very important. Keep in mind that your ad will most of the time appear in between or next to a text and that they don't react to general facts or statements. From our experience we see that ads like "{Website} offers many cheap products, come take a look!" gets nowhere near as many hits as an ad that says "{Tablet name} temporarily for only $99". Finally: some networks offer you statistics on a per-keyword basis. Don't just sit and wait after you've made a nice ad, picked keywords and your target audience! Actively monitor each keywords' performace. When a keyword doesn't get any hits at all that can be because of 2 things: 1) You are being overbid too much and your ad never shows for this keyword. Try placing a higher bid for it and see if it helps. 2) If the price isn't the factor it might just be that this keyword isn't related to your ad. You might as well drop it For keywords that get some hits or many hits, try to keep an eye on the price. Is there room for improvement? Can I drop the price and still get this amount of clicks? Can I got more clicks if I raise the price? If you do all of this you'll get the best results for your money.