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Not long ago, I completed a Pay Per Click (PPC) survey, comparing two separate advertisements through Adwords, trying to determine which would yield the highest Click Through Rate (CTR). Interestingly, the winning ad was the one in which I bid on the product name.

These four suggestions can assist people who are using PPC advertising to increase the CTR for their ads.

First, work to develop a name as similar to the real name of the product as possible. In most cases, the business responsible for selling the product will prohibit you from PPC advertising with the brand name of the company. Regardless, however, it is possible that you will be permitted to bid for the actual name of the product.

Any keyword search process that you are able to use should be used to determine whether shoppers are actually shopping for that keyword. To illustrate, imagine that GreenJeans is the merchant's name, and he or she is selling a green jean. Searching for the keyword green jean may reveal to you that green jean is not a useful keyword because it is not a well-known item. In this circumstance, organizing an advertising campaign using that keyword will not succeed. If shoppers are not looking for the item you are selling, PPC will not be profitable.

Creating several different Ad Groups will yield the greatest CTR. Using Adwords, organize 'Campaigns,' and then develop 'Ad Groups.' The name you choose to select for your campaigns is not particularly relevant. This category is useful mainly for the purpose of organizing data. In comparison, the structure of your Ad Groups is highly relevant to your success! Target highly specific keywords and use closely related phrases. Ensure that each of the ads in every group target a location on the website that is optimally designed to feature that keyword.

Consider this example: I maintain a site on gardening at www.squarefootgardening.com. This website features a wealth of knowledge about the process of Square Foot Gardening, as well as techniques for Container Gardening and information about Landscaping methods. I have chosen the name Gardening for the Campaign portion on Adwords.

This is subdivided into three unique ad groups, each focusing specifically on the three individual areas of interest. Only the keywords specifically pertinent to container gardening are contained in the Container Gardening ad group. The advertisements that are in this section direct shoppers toward the specific area on that site that focuses directly on container gardening.

One other thing I do is to make certain that the website is organized to feature one or two primary keywords on which I am currently bidding in that particular ad group. With this technique, I receive a much higher CTR than when I began, and placed all the ads into a single Ad Group.

While I'll admit that it's much more time-consuming to set up the separate groups, it saves me money because of the higher CTR.

Try this process using different keywords and related phrases until you reach the highest possible CTR. One of the shared secrets among users of the Adwords System is that the persons who pay the least per click are those who achieve the highest CTRs. Design each ad with the following primary structure:

(1) Use the keyword in the headline of the ad if you are able. (2) Offer the searcher a bonus on the first line of the description. Make sure they know that your site offers the information they are seeking. Continuing the previous example, place a description like Learn How to Garden in Small Spaces on the first line. (3) Use capital letters to highlight the first letter of each keyword, as done in the previous tip. (4) Offer information about the site on the last line of the description. Provide visitors with features of your site. Some suggestions to offer include free eBooks, information, or trial offers.

After the ads are appropriately organized, consider the perception of the shopper who has clicked on the ad and reached your site. They should see coherent, carefully organized information about the product that makes them want to immediately click one more time - to visit the Merchant's page.

Evelyn Grazini has been an Affiliate Marketer for over five years. Her specialty is finding Exclusive Niche Markets for Profitable Affiliate Ventures. Find Niche Marketing information at: http://www.bestaffiliateniche.com and Get Your Free Copy of The Niche Code!