Pay per click, or PPC, is a common Internet marketing method where advertisers pay the server each time a certain ad is clicked. Google PPC uses a program called AdWords to help people who want to place ads on the Internet develop keywords for their ad groups. This is one of the most efficient tools out there to increase the flow of customers online. Helpful tips to improve your ads include:

• Take note of your AdWords Quality Score

• Create ad groups for each variety of merchandise available

• Scrutinize how well your ads have performed in the past

• Create a good landing page

Paying attention to your ad’s AdWords Quality Score is a good way to keep your cost-per-click, or CPC, low. Quality Score measures the relevance of the keywords in your ad relative to the ad text and terms used by search engines. A higher Quality Score means your ads will appear higher in search results and your CPC will be lower.

Examining ad text is just as important to Google PPC as paying attention to Quality Score. It’s crucial to create ad groups for every variation of every product you sell. For example, if you sell twenty different types of designer photo books, you’ll need to create individual ad groups for each different type. No doubt this will take a long time, but taking the extra time will ensure that your image album ads are better targeted to internet users who will actually be interested in them.

Monitoring the past performance of your ads with Google PPC is also a good way to find out what’s working. Removing ineffective keywords or updating them over time will keep your reputation high in search results and save you money as your CPC remains low. Making sure to include both singular and plural forms of keywords in an ad group will also keep your ads in the top ranks. Regular maintenance of the keywords you choose for your ad groups will also keep your Quality Score high.

Most importantly, make sure your landing page encourages viewers to become active buyers. Make the information users want easy to find. Few things are more irritating to Internet searchers than finding a promising link that turns out not to meet their needs after all. Without a good landing page, you are only paying Google PPC to send users to your site, but not generating any sales. Having happy customers is just as important as making regular sales, and a clearly designed landing page will often lead to a more pleasant user experience.