The pay per click ads, such as those available through Google AdWords can be a powerful and regular source of prospects for its products and services. However, when new clients have asked me to look at their Google Adwords campaigns, I begin to understand one element in Google's growth over a market value of $ 6 billion.

Many employers can not exploit the mechanisms of Google to make sure that your search engine ads get shown only to those who are, of course, potential buyers and that the ads encourage people as they enter. As a result, they pay much more than for the exhibition, is discouraged about the return on investment and yet leave the ads for lack of ideas on how to improve performance.

Do not let it happen to you! Follow these tips to keep your costs low and high rewards.

1. Remove the countries and languages ??that do not match what you offer. For example, if you sell U.S. exclusion lists, advertisements must show only to users of Google in the United States and probably in English only. On the other hand, if you have a translation service whose clients can live anywhere in the world, countries and languages ??define your ad is shown more widely.

2. Enable tracking of Google ads. It costs you nothing, and lets you keep an eye on not only the cost per click and click-through ratio, but also the keywords and ads that most conducive to your desired result, whether a sale, an investigation of its services or a subscription to your newsletter. In this way, you can delete or try to improve the elements that get a lot of clicks or cost a lot but not getting results.

3. Set negative keywords. If your goal is to sell something, why pay for tire kickers and freebie seekers? By the definition of "free" as negative keywords (Google has a special button for this), you can keep many of them clicking on your ads.

Equally important, thinking through alternative meanings and unwanted keywords and add negative keywords to prevent your ads from showing visitors grossly inadequate. For example, type "cattle brand" into Google and you'll see advertisements for brand companies. Advertisers click through rates improved by adding "won" as a negative keyword.

4. Delete keywords and ads are not working. Because Google's system rewards of Google better rate of clicks with higher ad placement and lower costs, you're paying more than necessary when it goes bad performance operating elements. Periodically clean your losers.

5. Sending people to a landing page that makes sense. click ads people search engine to learn more about what appeared in the ad. It seems logical that he would be around his home page to what they are interested in the ad, but that's wrong. Searchers are impatient. So if your search engine ad mentions a software demo, do not send to the home page of your company. Send to the exact page from which they can access the demo.

By managing Google Adwords campaigns in accordance with these guidelines, you will pay less to get a much more satisfactory.