Note: Do not over capitalize your ad. At best just capitalize the words you feel are most important to the viewer. It's OK to capitalize the first letter of each word in the title but not the body.

Step 3: Maximize URL Usage

While we're on the subject of what the searcher sees in your ad, we need to consider the URL. Google will let you make the visible URL different than the actual URL leading to the landing page where the visitor will end up after clicking your ad. This is huge! Take advantage of it.

This feature will let you test multiple landing pages in your ads to see what pages are converting sales best while showing the visitor the "display" URL for your product. Let's say the landing page being tested in this particular ad is "...com/XYZ/purchase3.htm." When that ad gets clicked you will soon see if "/purchase3.htm" is converting better than "/purchase1.htm." But here's the magic... By using a display URL of "...com/XYZ/" , and actually having the product there as well, you are building your brand and providing a visual queue for users to manually type in the URL if for some reason your landing page is unavailable.

Step 4: Use Special Keyword Advantages

Obviously keywords are a very big factor in the success of your campaign. Choosing the best keywords is extremely important and using Google's "Keyword Matching Options" can help take your great keywords one step further. Just click the "Advanced option: match types" link when setting up your ads and choose from the following...

1.) Broad Match: Is the default and will show your ad each time all of the keywords in your keyword phrase are entered.

2.) Phrase Match: Looks for the order of words in your keyword phrase and only shows your ad if the order matches. Your ad will still show if your phrase is any part of the search query, but only if the word order is the same.

3.) Exact Match: This is the most stringent and will only present your ad if your exact keyword phrase, and ONLY your exact keyword phrase, is used.

4.) Negative Match: This is a nice feature that will stop your ad from showing if a word appears in the search query that you don't want to get clicks for. The most common example is "free" which would eliminate you paying for clicks from people who just want a free version of what you offer.

Step 5: Find and Use the Best Keywords

Now for the most important aspect of your pay per click campaign; keyword selection. The more targeted keywords you can find, the better. Google offers a great free keyword tool as we discussed early on. Here are the qualities to look for in your keywords:

1.) A good "Average Search Volume" rating (check out the blue bars)

2.) A high search volume for the previous month (especially true for seasonal topics)

3.) The lowest possible "Advertiser Competition" rating

4.) Look for common misspellings and use the "exact match" feature to get plenty of low cost targeted traffic.

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