The challenge is maximizing your PPC spend and understanding if your PPC campaigns are truly profitable.  I started this thought process about five years ago when I started asking businesses if their PPC advertising was profitable.  The most common answer that I was received was that their PPC campaigns (typically Google Adwords) were generating targeted leads and sales but they were not sure if the ads were actually showing a profit.  This is because most sales are done offline and Google and other search engines has no way to know if a sale was made and cannot report if the campaign was profitable or achieving a positive return on your investment.

Let’s say that you have a business that sells Outdoor Furniture and you have three PPC ads running on Google; Google reporting tools will tell you how often a specific ad is seen (impressions), clicked (click thru rate) and converted (customer takes an action such as submits a contact form).  If someone searches for a Gazebo and your PPC ad appears; the searcher first sees the ad, then clicks on the ad, then takes an action to request a price on a Gazebo.  Google reports all that information but they do not know if the Gazebo was sold.  That is incredibly important information to be missing when making advertising decisions.  Without knowing the sale was made and how much was generated it is very hard to know for sure if your Adwords spend is profitable and would be almost impossible to know what the ROI on that spend was.  In addition you do not know which ads are generating a positive return and which ads are not.  It is very beneficial to know the ROI of every advertising campaign that you do in order to make smart marketing decisions.

Hopefully we now agree that calculating the ROI of each PPC campaign is extremely important.  Big business are already tracking this data, my goal is to illustrate how smaller businesses and entrepreneurs can accomplish the same.

Step 1 – The URL
Every URL has the ability to store what is referred to as variables.  In a URL, variables are set after a question mark (?).  Here is an example; www.company.com?variablename=variablevalue.  What you need to do is set up the variables that your Website will read from the URL when a searcher clicks your PPC ad.  My suggestion is to have a different variable value for each different PPC ad that you have. To keep this a illustration more easily understood,  we will just use one variable name and one variable value in this example.  By having just one variable value, we will be tracking your entire campaign, not separated by different ads.  Here is an example of what your URL should look like: www.YourWebsite.com?google=1.  The variable Google can be any descriptive word that you choose. You can name this variable Adwords, Yahoo, Bing or whatever works best for you.  I personally prefer using Google as the variable name when I am measuring an Adwords campaign.

Step 2 – Extracting the Variables
When a searcher clicks on your new ad the URL that will be live at your website will be www.YourCompany.com?google=1.  You need to read that URL and extract the variables from it. I use the Cold Fusion programming language to accomplish this, but you can also use PHP, .NET, ASP or any other dynamic language.

Step 3 – Creating a Session
There are different ways you can create a session for that user.  The easiest way is to set a Cookie which will create a session for that specific user.  This Cookie will follow that user throughout the Website as he/she surfs from page to page. Basically what the Cookie is storing is that this specific user came from a Google ad (variable name) and from the first ad your tracking (variable value).

Step 4 – Recording the Data
Almost every Website that is using PPC advertising should have a call to action.  Some type of action you want the user to take, such as filling out a contact form, requesting a price, downloading a white paper, purchasing a product or service, etc.  Every action should include the user filling in some type of information, with their name and email address being the minimum. That information being filled out in the form needs to be inserted into a database. Along with the personal information submitted you need to also submit the Cookie data into the database in the same row as the personal information.  Do not forget to include the date in which the form was submitted, this is extremely important. At this point the application will know that a specific person took the call to action on a specific date and that person came from a Google Adword with the number one indicating which Adword this user clicked. This can be referred to as a lead from that Adword campaign within a specific time frame.

Step 5 – Recording the Sale
As an example;  Person A come to your Website from Google Adword campaign 1. Person A then requests a price on a “Shed” that they were interested on your Website by filling out and submitting a “request for price” call to action. Person A should then be recorded in your database. In this case, Google will be recorded and campaign 1 along with their name, email address and date submitted. Now Person A purchases a shed for $2,000 offline.  You need to record in the database that person A spent $2,000.  If person A later purchases another item such as an Outdoor Table for $500, then this has to be added to the original $2,000 spend. Person A is worth $2,500 and came from Google Adword campaign 1 during the month of April 2010.

Step 6 – Recording your PPC Expenditures
In aseparate database table you need to record the Google Adwords expenditure for each month that you want to run a report on. I run my PPC campaigns monthly with a specific monthly budget.  Let’s use April 2010 and an expenditure of $10,000 as an example.  You need to record in the database that you invested 5,000 between 4/1/2010 and 4/30/2010 for campaign one.

Step 7 -   Generating your ROI Report
Your database has two tables; one that contains your PPC expenditure within a monthly time frame and another table that holds the sales data.  To report on the ROI for the month of April 2010 you need to run a query that pulls the spend from Google Adword campaign 1 during April  2010 (table 1) and a query that adds how much revenue was generated from Google Adword campaign 1 from leads during the month of April 2010 (table 2).  It is important to note that it doesn’t matter when the sale was made; instead we focus on the date in which the lead was generated.

Step 8 – Make Smart PPC Advertising Decisions
You are now armed with critical data to help you decide where to spend your advertising dollar. Let’s use the following report as an example; April 2010 spend was $10,000 and the website generated $50,000 in revenue from that April 2010 spend.  Your return on that investment was $40,000 or 400%.  I personally like to focus on the dollar amount and not the percentage in this measurement. Obviously the $40,000 was not all profit, you need to estimate how much of revenue is actual profit.  For example 50% of a sale can be profit and 50% goes to expenses. So in this case out of the $50,000 revenue generated only $25,000 was profit, then you subtract the PPC investment of $10,000 to come up with a total profit of $15,000.  With a positive return you know that the ad performed well and that you may want to increase your budget to maximize your return. Let’s say in June you increase your Adwords spend to $20,000 and you generate $60,000 in revenue off that spend.  Now you take the $60,000 in revenues and cut it in half to get $30,000 in profit, and then subtract the $20,000 PPC spend to get a ROI of $10,000.  This data tells you that you were more profitable investing $10,000 than investing $20,000 towards your PPC campaign.  You should not entirely make your PPC advertising decisions off this data, but this data would be an important part of that decision making process. A better ad or a better offer could have generated more revenue. With a better ad, possibly the $20,000 spend could have generated $80,000 in revenue which would have given you a total profit of $20,000 (80K revenue – 40K in expenses – 20K in PPC expenditure = 20K in profit).

When selecting the keywords for your PPC campaign, my general rule is that it is better to have as many keywords as possible since you will only pay by the click. That way, just in case someone searches even an obscure term, your ad will be displayed.

Keywords To Improve Sales
If the focus of your PPC campaign is sales, you should consider adding “long tail” keyword phrases to your keyword list. “Long tail” keyword phrases are keyword phrases that are very specific, sometimes obscure terms, and often have three or more words in the keyword phrase. For example, a long tail keyword phrase in the category of running shoes might be a specific brand and product, such as the “Asics Gel 2010 running shoe”.

While many of these “long tail” words might not receive as many impressions as a broader search term, like “running shoes”, studies have shown that searchers using longer search phrases tend to be further along in buying cycle. The max CPC to achieve a high position with longer, more specific search terms also tends to be lower than that of highly popular, broad keyword phrases.

Keywords To Enhance Brand
If the goal of your PPC campaign is to enhance your brand, broad keyword terms might be best. While these terms tend to be more costly, there are definite branding benefits to associating your company with particular keywords.

Additionally, studies show that searchers believe that the company with the number one PPC ad position is a brand leader.

However, be careful when selecting these broad keywords. Broad keywords can also make your ad display for search terms that contain that broad keyword but are not relevant to your company focus. For instance, if you are a mattress company and you include the word “bed” as a keyword, your ad may also display for searches for “bed and breakfast”, “dog bed”, and “bed of roses”.

This is where negative keywords come into play. Google allows you to input “negative” keywords in an ad group or campaign to ensure that these broad keywords, in combination with a less relevant keyword, will not display your ad. To enter a negative keyword in Google, simply put a negative sign in front of the keyword, like this: “-dog”. In the bed example mentioned above, using the negative keyword “-dog” ensures that the ad will not display, even on the search term “bed”, if the word “dog” is in the search phrase – ensuring that the ad will not display when a search for “dog bed” is performed.

In Conclusion
All in all, I tend to recommend a mix of both broad terms and long tail phrases, adjusting budget to provide a higher budget to one or the other, based on the client’s PPC goals.

You wouldn’t want your competitors to have it! – Create Content Tool truly enables you to develop almost unlimited original text for your online marketing efforts. It seems like the latest Auto-Content technology truly offers an easy solution for Site owners. In this review you’ll be able to explore one of the most innovative techniques that’ll enable you to significantly increase your Site(s) incoming traffic.

Quick overview

Create Content Tool performs an automatic RIR (Relevant Information Research) – based on a given keyword it collects highly relevant sentences that are related to that keyword(s). Collecting that information is already helpful, but what more important is that it is automatically being organized into sub-topic groups. Now comes the most exciting part where all you need is to start constructing entire paragraphs that come together into a perfect, readable new article(s).

What is in it for us?

Let’s quickly summarize the main benefits:

* Helps you to focus your time more on making money rather than on writing.
* Takes no more than just a few clicks to get the job done.
* Highly effective for those who want to get into the affiliate business.
* Why spend on expensive PPC advertising while you can get the same visitors for free?
* Perfect for non/native English speakers.

Summarizing this article

In order to get free and unlimited WebContent you don’t have to spend hours or rely on others – Create Content Tool seems to be able to do that for you. Now that you understand how it works the best tip would be to watch it in action and experience how it easily takes any on-line business to the next level. It would be quit easy to find other advantages provided by this webmarketing tool simply because it transforms complicated tasks automatic and effective.

The importance of online marketing is well known. Nowadays, when people are relying on the Internet for all their needs, the potential for online business has increased drastically. As an online marketer or an e-business owner, you cannot deny the importance of your website’s top placements in major search engines. Top SERP’s can guarantee better revenues flowing down to your websites.

However only getting top SERP’s should not be the final destination for you. As a smart e-business owner, you need to ensure that you are getting top placement in major search engines for right keyword. Yes, right keywords are the first thing that is necessary to drive organic traffic towards your website. Without selection of right keywords, you cannot expect your online sales to rise.

Proper keyword analysis is the key to success in search engine marketing. You need to analyze your business carefully and prepare keyword analysis report. You can also ask your friends or peers that, what would be their preferred search terms when they need to find out a product or service matching to your targeted business domain. The final selection of keywords should be a perfect blend of both your researched terms as well as suggested search terms by your friends.

However, importance of keyword research tools cannot be underestimated if you are serious about driving sales to your website. Effective use of keyword research or suggestion tools like Google Keywords Suggestion Tool, Overture.com, WorkTracker, and Keywordspy can make a significant change in your SERP’s as well as incoming sales to your website.

You are investing your hard-earned money and honest efforts to boost your business and sales. So, keep the set of most beneficial keywords relevant to your business ready before putting more money on stake in PPC, Adwords and other contextual advertising. You should also figure out the keyword selection strategy of your top competitors in advance, so that you can make your search engine marketing plans accordingly.

Keywords Research or suggestion tools do much of your homework quickly. They will not only show you the most relevant keywords to boost your sales, but also show you the volume of search for those keywords in all major search engines. Some advance keyword tools like Keywordspy can help you multi-dimensionally. Keywordspy can help you in researching your competitor’s keywords and search engine marketing strategies, as well as provide you real time tracking of your competitors in major search engines across a wide geographical area.

In brief, to get enough sales continuously through your search engine marketing campaign, you need to give a close attention to importance of right keywords research and suggestion tools. They can surely do the magic in boosting your online sales.

Competitive intelligence tools are great for anyone looking to gain an edge on their PPC competitors. Extensive and through keyword research is the key to any successful advertising campaign, so using something that will start you in the right direct will save you time and money in the long run.

Any professional marketer knows it is key to have relevant and targeted keywords, as this is what brings you both traffic and ultimately, sales. But not only does this help get you started on finding new niches and high performing keywords, this tool can also help you write successful ad copy that will convert. Here is how.

Most of the time, your competitors have spent money split testing different ad copy so that they have the best possible results. This is a great tool for you, as you can now see what they have written and that will greatly reduce your CPC as your Quality Score will often be higher as well.

Unlike many keyword tools that are out there, one of the best features about Ispionage is the updates that are provided to you about your keyword research that you have done. Your results are updated every one to three days, ensuring that you always have the top quality keywords. In addition to this, they will also alert you of any changes in your competitor’s ads, which means you they may have figured something out and you could bank on that as well.

So what can you really do with all this info? In the end, it is all about getting the user to click on your ad and take the proper action you want them to. And this tool will help you not only get campaigns started, but it will also help you monitor and tweak the ads as you go, just like your competitors. Not using a good keyword tool like this is like throwing time and money out the window, so make the smart choice and get something that will help you immediately.

My name is Roger Preston, and I am a journalist for various publications in upstate New York, as well as the New England area. I recently had a chance to interview the fine team of professionals at WebBusinessSecrets.com whose flagship product is entitled “Get Google Ads Free.”

In April of 2007 “Get Google Ads Free” was launched, and the effect was nothing less than equal to “the shot heard around the world!” Within just weeks people everywhere were talking about it, and other top-notch online marketers were scurrying to sell it as an affiliate for the company. But here’s a little insight that 99.9% of everyone the world over doesn’t know: The product’s greatest endorser is none other than Google itself!

That’s right. As shocking as it may seem, Google has NO problem with the course that reveals how anyone can get ads on their search engine for free! Now, at this point I know you must be curious as to how such a thing is possible, as Google gets its MONEY from the sale of both AdWords (PPCs) and AdSense (where webmasters allow Google to show their ads on their pages). One might think that any information that revealed how an advertiser could get their AdWords pay-per-clicks free would be damaging to Google, and therefore Google would not want anyone finding out about it, right?

WRONG! It seems that the secret system developed by the retired native New York doctor contains an interesting “twist” that while allowing advertisers to eliminate their AdWords costs, it does not reduce a single DOLLAR in AdWords revenue for Google. In fact, just the opposite!

I cannot give away the secret here, because that’s why it’s available in the first place. But I can tell you that with the application of what’s inside “Get Google Ads Free” that: 1) Google loses NO money 2) Google actually can produce even more M0NEY! 3) Advertisers gain an instant almost unfair advantage over anyone not knowing what’s inside “Get Google Ads Free! 4)Advertisers can now afford to outbid their competition! 5) Advertisers are not at risk any longer as their advertising budgets NO longer matter!

Wow! And this is just the beginning! Now, where’s the definitive PROOF that Google endorses the amazing system shown in “Get Google Ads Free?”

I asked this question to company spokesperson and Vice President of Sales & Marketing, Mr Todd Coutrin, to which he responded: “We started our launch like we always do with any product online, using Google AdWords to offer our product. We used keywords that contained the word ‘free’ so we anticipated the usual HOLD these keywords usually cause any campaign using them to experience. But when our campaign was paused by Google for a tad more time than what we regularly anticipated, then we got concerned. I actually placed a call directly to Google at 1-866-2-GOOGLE and spoke at length with a customer services rep who said she’d check into what was happening. She returned my call 16 hours later and informed me that due to the specific nature of the Product in question (i.e., the ebook “Get Google Ads Free!”) their team at Google secured the product, read it all the way trough, and then realizing it would NOT hurt their *revenue* but actually increase it, they immediately un-paused and resumed our ads.”

Amazing! They actually got what amounts to a Signed Certificate of APPROVAL from Google itself! Therefore, anyone who questions the truth or legality concerning “Get Google Ads Free!” need not fret at all. Yet, the usual “naysayers” seemed to ignore the obvious fact that if Google had a problem with “Get Google Ads Free!” then we all wouldn’t be seeing all the PPC ads at Google each time we type in the keywords and phrases:free ads, free advertising,”Get Google Ads Free”, free ppc, free adwords …and so forth! Yet, there are many very stubborn, even foolish, among us who suffer from THE “CRYBABY SYNDROME”….

To be fair, I must also inform you of those who seem to be out to get the company for sharing their amazing secret with the world. In what seems nothing more than a ploy to get attention, a UK online firm operated by two “wanna-be” law students have a blog that talks the usual trash about the product.

The blog’s owner, Rob Scott, talks a big game by claiming the secret system to be nothing short of a scam! He even recklessly throws around the potentially libelous phrase  “.con (Ooops, I meant .com)” as an attempt at childish humor in order to bash the firm’s name.  What’s shocking is that this individual is actually a student of law (at least that’s what he claims) so one would think that he should perhaps check out the facts before proceeding with such careless remarks. After all, he admits severally that he “never even ordered the ebook” so how could he truly know one way or the other if it was a valid system – not to mention it is assumed he’s at least reasonably intelligent since (according to him) he got into law school, that he would be able to see for himself the firm’s affiliates’ ads all over Google, and therefore reason that Google itself is perhaps the firm’s chief supporter. But stubbornness abounds, I suppose.

Ironically Rob says that the only reason he attacks the firm is because “it’s a no brainer that this must be a scam,” and he got “tired of seeing all those little AdSense ads on his page that people kept clicking on” (which by the way only stood to get him lots of M0NEY!) — yet he accepts DONATIONS on his site as a poor, struggling law student in need of paying for his education, and rather than legitimately earn an INC0ME from AdSense with an APPROVED Product.

Sadly, Rob actually censors most of his Blog so that others who wish to post POSITIVES concerning “Get Google Ads Free!” can’t even do so. (*But what would you expect from a “wanna-be” lawyer?) He even posts what appears to be an actual response by the firm’s lawyer, but which is perhaps nothing more than his own posts disguised and designed to make himself look better (as anyone can see that the dialogue appears “manufactured” instead of genuine). What some people will do to project themselves as “Savior To The Rest of us” and “The People’s Advocate.” How ridiculous indeed…but despite the “crybaby” from across the pond, Rob Snot (Ooops! I must have meant “Rob Scott!”) has failed miserably to put even a dent in the firm’s sales! Plus, traffic is on the rise shooting up from an average of 14,000 visitors daily to now well above 20,000 visitors daily (a jump of 42% in daily traffic alone! — Keep up the good work, Rob!!)

Anyway, don’t be dissuaded in your decision to build your online business by eliminating your Google AdWords costs, as the course “Get Google Ads Free!” not only reveals precisely how you can do this, but it goes 10 steps further by giving you all kinds of other amazing strategies I can’t even begin to allude to here. Plus, the e-Course comes with countless resources that go far beyond the usual variety of instantly-clickable extra values! Lastly never forget that even though quite elderly now, Dr Jon Cohen has even set new records finishing ahead of himself by now having: 1) Grossed over $400 Million in revenues!! 2) SAVED over $100 Million in Google advertising costs!! 3) Attained a personal wealth above $80 million…all due to his own system! As one very famous Internet Marketer said it best: “This is a weapon that should be in every Internet and Affiliate Marketer’s arsenal and library!”

Is it time to take your search engine marketing campaign to the next level? As I meet search marketers of all skill levels at Pay Per Click Summits around the world, everyone wants to know the secret to making the most money with Pay Per Click. You’ll want to read on to take advantage of some tested techniques to maximize your PPC investments.

Prospecting for keywords that are lower in price but still bring good results is important. To start, set up a keyword campaign and go after keywords that the competition hasn’t discovered yet. More than 500 million keywords are searched every month, yet only 15 to 20 percent have bids. These keywords will have lower volumes of search than all of the one-word and two-word options, but the conversion rates will be higher. This will minimize your monetary risk by spreading your budget over a larger number of words.

The Keyword Mining Process

You’ll want to utilize two methods in the mining process of keyword development strategies: brainstorming and research. Conduct your own informal focus group by gathering your friends, associates, relatives and others to find out how they would search for your product. Then set up these keywords into categories and write relevant titles and descriptions for each, thus minimizing the amount of time spent copywriting.

The second step in the keyword mining process involves using tools to dig for keyword variations. You can take the words your focus group has suggested and use them to expand your lists by plugging them into such keyword research tools as:

• Yahoo Keyword Selector Tool (searchmarketing.yahoo.com/rc/srch)

• Google AdWords Keyword Tool (ad words.google.com/select/)

• KeywordSandbox (https://adwords.google.com/select/ KeywordSandbox)

• Wordtracker (www.wordtracker.com)

• KeywordMax (www.keywordmax.com)

• Keyword Intelligence (www.keyword intelligence.com)

Taking Pay Per Click to the Next Level

Here are time-tested techniques that have worked for me and other PPC Summit trainers. Add an internal search engine to your site. This will give you information on how users are finding you and it will let you know whether users are finding what they want on your site. You can find a good search engine tool at www.freefind.com, or find others by typing “open source search engine” into any search engine.

Check out the source code on your competitors’ sites and gather ideas for your brainstorming process from some of their keywords. Remember, it’s not a good idea to use the same keywords unless you offer the same product or service. Also consider your entire website. Many folks stop their keyword research on their home page. They don’t know that their internal pages can provide a wealth of new keywords. Look for all related words. Make sure you include all variations of a term ie. singular, plural, misspellings, abbreviations, etc. Remember that a “keyword” can be three or more words in length – these are the keywords that are producing higher ROI with less investment.

PPC Services an effective search engine optimization strategy is a useful way of attracting traffic to your website. These PPC campaigns are a tool of search engine marketing which is used by various search engines to optimize websites.

PPC Services generally work on keywords and key phrases that are fixed by the websites considering the key factors in their website. The web owners provide a buch of keywords to the search engines for a certain amount of money and a pre-set duration. The search engines in return evaluate the competency of the keyword and accordingly allot positions to the websites in the SERPs.

Pay Per Click is an effective campaign only if it is conducted carefully and with a lot of care, but if this game is played loosely one is bound to fall head over heels. Here are a few factors which will help you plan your PPC campaign effectively.

The first factor in PPC services in keyword selection. The whole process of search engine optimization through PPC depends on the correct selection of keywords. If your keywords are appropriate and matching the content of your website, then your PPC campaign is bound to become successful. Here are a ew things which you should take care of while selecting the keywords of your PPC campaign.

Make sure that the keyword you use in your campaign is also a part of your URL. This increases the possibility of its occurrence in the first position. This also gives your website visitors a better understanding of your website, and they assume that your website will definitely have what they are looking for.

Do not always bid for the first position in your PPC campaign. Keep testing other positions also. It has been noticed that the first position in the SERPs is not always the best position. There are other positions as well which are able to add equal amount of value to the campaign. The visitor tendency these days is to quit the first two-three ads in the search engine considering them to be bid ads. Hence, if your link is somewhere in the middle chances of it being clicked is higher.

Once you have checked that all the other aspects of your PPC Services are working fine, it is time now to check your landing page once. You cannot afford to have any mistake in the landing page of your website. This is the first page your visitor is going to visit and create an impression about you too. Make sure that the landing page of your website has what the visitor is wanting to see, it could be either content, pictures or even product knowledge.

As an SEO & SEM consultant, I’m constantly looking for ways to improve my productivity and effectiveness. In this quick post, I’d thought I’d share 5 tools that are making my life a heck of a lot easier.

SEO Digger: My top fav right now, this innovative tool allows you to see which search queries you are ranking in the top 20 Google results for. According to the SEO Digger site, here’s how it works: “Seodigger works by building a reverse index. The first 20 SERP results are saved from 60 million search requests. Then, a “backward index” of the search engine is built, linking sites with keywords these sites can be found by.” For me, the tool is useful because it shows me keyword phrases that I haven’t intentionally optimized for, but present a great opportunity for capturing good traffic with a little work.
Google AdPreview: A godsend for PPC marketers, this tool allows you to see ads as they appear to the normal Google visitor performing a search. (typically your Adwords

ads don’t appear for your own searches when you are logged in). You can also

change your geographic location in order to preview local ads as someone

would in other part of the world.
SEO Book’s Firefox Plugin: This is the one Firefox plugin I can’t live without. The plugin shows 22 SEO metrics directly on the Google SERP, including incoming links, PageRank, Technorati Rank, Domain age, and more. You can also right click on any webpage and look at these same metrics at a glance.
Google Sets: This Google labs tool is a great way of generating related keyword ideas. Basically, you enter a few keywords, and Google generates a list of related search terms. While the regular Google Keyword tool also generates keyword suggestions, Google Sets takes into account more than just one keyword phrase at a time.
AdCenter Keyword Mutation Tool: Microsoft AdCenter’s keyword

mutation tool is great for finding misspellings.

Targeting is the process of displaying your marketing message in front of groups of people who are the most likely to want to do business with you. The most obvious targeting decision for paid search is in what geographic markets to run your ads. Sometimes this is an easier decision than others.

If you operate at a local level, and all of your customers are within your local market, then it makes no sense to advertise nationally. You will just waste your money. In this instance, it makes much more sense to concentrate your budget on your home market. The major search engines each have a way for you to specify that your ads should only be shown on Web browsers that are located within specific markets.

If you operate on a regional basis, then you should specify only geographic markets that are within the region you service. One decision is if you should combine all of your markets into the same campaign or run a separate campaign for each one. The single campaign option is quicker, but you have more control and will generate better data with separate campaigns.

For instance, it might turn out that there are certain geographic markets that are much more profitable than others. In this case, you would generate a higher ROI by focusing your budget on the more profitable markets. The only way to do that is to have separate campaigns running for each market.

The same holds true for those marketing on a nationwide basis. The problem here is that maintaining a separate campaign for each market could result in an unrealistically high number of campaigns. A better option here might be to set up larger geographic markets that encompass several cities or even states. This will still allow you to generate geographic performance data. You just might have to work harder to extrapolate that data.

In Google, there is another advantage to geographic targeting, and that is that Google paid search listings display the market name if an ad has been specifically targeted for that market. For instance, if I run ads in a campaign targeted to Tennessee, Google users in Tennessee who see my ad will see the word “Tennessee” beneath the ad copy. This points out that I am an advertiser specifically advertising to people in Tennessee, rather than a nationwide advertiser. This could help with clicks and conversions.

Another way to target your campaigns is by day of week or time of day. If you are in an industry with abundant keyword inventory, then this might be an excellent targeting strategy for you. It may be the case that during business hours you are competing against many other advertisers, which is driving click costs up past the point of profitability. In this instance, it might be a good move to try only running your ads during non-peak hours. You may find that you can still buy plenty of traffic, but that traffic may cost much less on a per-click basis.

Or maybe there are certain days of the week that are more profitable. If you can generate reports showing your account performance at different times and on different days, then this might give you the data you need to make these kinds of decisions. Otherwise, you will have to test your ads at different times to compare performance.

Targeting can help make your pay per click campaigns much more effective. Although it takes some time generate and analyze the data you need, it is an important part of the process of maximizing your paid search return on investment.