Hello and welcome back to the final part of this week’s study. We’ve been focusing on PPC (Pay-Per-Click) advertising this week, and if you’ve just joined us, you’ll want to go back over what we’ve been doing and read up on it. For those of you who already have caught up, or have been reading along, let’s finish up!

As with anything in life, you’re going to have to compete to get your PPC advertisements to stand out. Yesterday, we looked at ways to do this, but if you’re going into an area where there are already a lot of people competing, and whom may well be doing the optimisation that I talked about, it can be very hard to get a toe hold. So what can we do about this?

Well, there’s a simple way to beat them. What you do is this:

Click refresh. You see, when you go to Google and you search, the AdWords that come up are set in place. But when you click refresh, the ads that are being split tested will change, and because of this, you can see who the intelligent people are among the competition.

So here’s what you do. You figure out which ones are clever and split testing, and you look at their ads. One of the two will be performing better. If they’re REALLY clever, they may even be optimising the position they get in the PPC list, so note that too.

Now take the ad you think looks best, and modify it very slightly and put it up, along with one of your own devising. Split test these two against each other, and refine as we talked about yesterday.

Congratulations, you just took the hard work of your competitors, and made it work for you. You’ve saved time and money, for five minutes work. Not bad eh?

Hopefully you’ve found this study on PPC useful. I’m actually away working on The Music Challenge for the next couple of days, but I’ll be back on Monday, when we’ll be starting to look at various methods of viral marketing, and how to get people talking about what you do.

Till then, be well.

Pete

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