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Lets say you’ve got your first Google Adwords campaign up and running. Assess your keywords individual quality score. You want to aim to have a quality score of 5 or higher. Google gives you this score based on how relevant they rate your keywords.

When selling a product or service, you’ll probably find your most lucrative keyword phrases are ones that include the following words:

get

rid

buy

buying

purchasing

purchase

how to

how

cure

fix

repair

order

ordering

help

treatment

solution

and so on, and so forth.

Acknowledge the amount you are prepared to spend. Choose the amount for your default keyword bid, this amount covers all your keywords. This will establish your rankings in the paid search results. Your keywords will begin to get impressions, that’s when you should start adjusting you keywords individual bid. I’ll cover more on that topic later. Don’t forget to set your monthly and daily spend limit.

If your chosen niche happens to be a very competitive, then it’s likely you’ll pay, on average a higher cost per click (cpc). Advertiser competition is not the only thing that determines how much your clicks cost.

Pay Per Click marketing is not a set and forget method of advertising. It is a good idea to check your campaigns on a daily basis (depending on how much activity there is in your Adwords account). You’ll no doubt need to adjust variable factors to optimize your campaigns.

Once you start seeing impressions you’ll start to get an idea of what tweaking you’ll need to do. Impressions are the amount of times your ad has been displayed by the search engine. With impressions comes average ad position, this is where your ad is ranking in relation to each keyword. Go through your average ad positions and adjust your bids accordingly, depending on where your ranking and your overall strategy.

For an effective outcome your ad should be shown on page 1 of the search results. If your average ad position is higher than 7 or 8 then you should consider increasing your bid. On the other hand, your ad might be averaging position 1, so it may be more cost effective to lower your bid and rank in 3 to 5 position. Personally I like my ads to rank from positions 3 to 5. If you have an average ad position you want your ads to be displayed in then choose that in the campaign settings tab. This does not guarantee your position but it helps.

Your ad’s need to be written in a way that captures attention and provokes action. There are limits on what words, i.e trademarks, and how many words you can use when writing your ad copy. You can change your ads as often as you like, so I suggest you play around with this to find out what works. Google will prompt you to change your ad if it is against there guidelines.

I’m not an ad writing expert but I believe by split testing your ads you can improve your ad writing skills. By pitting two different ads against each other, after time you will see one ad starting to get a higher click through rate (ctr). Obviously that is the better performing ad. Now write another one and try to beat the ctr of your best ad.

A well known ad writing tip is to capitalize the beginning letter of each word. Here are two ads, you can see how capitalization makes the ad stand out.

Buy Cactus Online Buy cactus online The Prickliest Cactus Ever The prickliest cactus ever Buy One Cactus Get One Free Buy one cactus get one free YourDomain.com yourdomain.com http://www.yourdomain.com http://www.yourdomain.com

Give your campaign at least a week to run, then judge your ads. As mentioned you want to have a high ctr on your ad. Let’s say you have two ads, now write a third ad that you think will beat your highest ctr ad. Leave ALL three ads active for three days before deleting your worst performer.

Now lets look at your campaigns performance, assuming your ads are being displayed and your generating a decent amount of traffic to your site.

For example purposes your campaign stats might read something like this… KEYWORD: xyz IMPRESSIONS: 2000 CLICKS: 100. KEYWORD: wxyz IMPRESSIONS: 5000 CLICKS: 10.

You will begin to get an idea of what your customers are searching for and also what ads they are clicking on. You want clicks, clicks are good. But conversions are better. Now we need to take your stats and work out what they mean.

Keyword “xyz” has way more traffic, in fact ten times more traffic than keyword “wxyz”. Great, now lets assume we have tracking in place (a subject for another day) you then see that keyword “xyz” has no conversions but keyword “wxyz” has generated 2 sales.

Based on this analysis, you’d soon realize that even though the click through rate (ctr) of “xyz” is 5% compared to 0.2% for “wxyz” it turned out to be a non profitable keyword. If this was my campaign, I would delete keyword “xyz”, then focus on improving the ctr on “wxyz” by writing better ad copy.

KEY POINT: Assess your campaigns thoroughly, you don’t want to be running a “blind” campaign. You need to be able to see keyword conversions so you can manage your costs. Unfortunately PPC marketing is not black and white, let your keywords get at least 100 clicks worth of data to get an idea of performance.

In today’s PPC environment the competition can be fierce. You need the right tools of the trade to succeed. As I’ve mentioned tracking is an essential “backend” tool for your advertising, you need to track. One of the best tools I’ve seen for helping you set up profitable PPC campaigns is Google Cash Detective 2, this spy tool will potentially save you hundreds of dollars on testing a niche.

Be willing to spend money to make money when it comes to PPC advertising. Find info products and get “spy” and tracking software to really improve your chances of success. Pursue your goals, be focused and don’t give up.

Good luck, Lynne Carey

Anyone who has ever suffered from a major backache knows how central the back is, even in times you might think it isn’t important. Even something like squeezing a tennis ball, an action that involves a focus on the fingers, forearm and bicep will involve the latissimus dorsi and other back muscles.

The latissimus dorsi or “lats” for short, are the large muscles on one’s side - in men these produce the “triangle shape” when well defined. Try squeezing a tennis ball as an exercise - do you feel it? You will experience a tensing of these muscles on the same side of your body as the arm used to squeeze the ball. If you have back pain, you can’t miss this.

Any sport will require strong back muscles, for speed and coordination, for balance and movement and for providing a strong ‘pillar’ for all the limbs to move off of.

Following are a few simple exercises which you can use to improve the strength and flexibility of these important muscles. You will get the most benefit out of these exercises when they are done on a firm (not hard, just firm) surface. A hard surface will cause unnecessary discomfort on bony parts while doing these exercises.

Knee to Chest: While lying on your back, clasp both hands behind one thigh. Pull your thigh towards your chest slowly while making sure to keep your other leg flat. Flex your ankle as you do this - alternate between pointing your toe and pulling it back towards your knee while stretching your leg. Hold each position for about five seconds, switch legs and do it over again. Do ten repetitions of this exercise.

Rotations: Lie back, knees raised and together, feet flat on the floor. With your arms extended and near the body, and your palms flat on the floor, lift the feet off the ground slightly and rotate your trunk by moving the knee. Move the knees slightly left, then right. Alternate the action by crossing your arms over your chest, then repeat.

As you continue to practice this exercise, you will build flexibility and will be able to have a wider range of motion with this exercise. Eventually, you’ll be able to touch your knee to the floor.

Pelvic Press: While lying on your back, knees raised and feet on the floor, push the small of your back into the floor - you should feel your lower abdomen tense. Do this exercise with your feet together, then apart. Hold each press for about five seconds while continuing to breathe normally.

Pelvic Lift: Lie on your back, knees raised and feet flat on the ground, arms crossed over your chest. Keeping the legs and knees together, raise the buttocks up slightly and hold for 5 seconds. Lower slowly, count to two, then repeat. Remember to breathe normally through the exercise, in and out slowly.

Dog Stretches: Starting position for this exercise is on all fours with your head raised - look forward to achieve proper posture for this exercise. Lowering your arms, arch your back and hold this position for two seconds before returning to your starting position. Extend one leg, parallel to the floor (or as close to parallel as possible). Hold this position for three seconds, then return to starting position again. This exercise can cause hip, leg or back pain in some - if it does this for you, stop this exercise immediately.

Switch legs and repeat. Vary the exercise by extending the leg with toe pointed, then flex the ankle perpendicular to the leg. Hold for 2 seconds and repeat. Do 10 reps for each leg.

Another option for improving the flexibility in your back muscles is to use a piece of equipment known as a back stretcher. There are various styles of this back stretching equipment that make it easy and safe for you to stretch your spinal muscles.

Never perform these exercises if they produce back pain. Mild discomfort from inactivity is natural. Pain is a signal that something is wrong. Consult your physician.