Nobody is born with all the Pay Per Click knowledge in this world. Everyone has to start from somewhere. The problem is a lot of folks end up banging their heads against the wall more than they have to. Some of these folks have gotten their basics wrong. That’s why they keep failing with their campaigns. But there is another group of folks who actually know what they are doing but don’t pay attention to the smallest curve balls that Google throws at us marketers.

There is no question that traffic is one of the most important success factors when it comes to PPC marketing. You can have the best converting landing page and a very sophisticated sales process, but if you are not able to get a decent amount of traffic to your website, you are setting yourself up for failure. A lot of folks put hours into setting up their landing pages and optimizing their back-end sales process, but you really need to focus on getting traffic to your website to avoid struggling in this field.

A lot of people treat Adwords as a gambling machine. They keep throwing money at it without any real strategy, and they pay the price big time. It’s not really that hard to go through thousands of dollars every hour with Google Adwords. But you’ve got to have a real strategy to get it right. Here is how you should go about building your business on Adwords:

• Have a business plan: you’ve got to have a plan to succeed online. Adwords is too complicated a system to leave anything to chance. You’ve got to come up with strategies that bring you the most traffic with the least cost. But don’t forget your success factors (EPC, CPA, …).
• Know your position: a lot of people want to be No. 1 on Adwords. It may pay off for you but you shouldn’t just choose a magic number and try to get there. You should test rigorously to figure out what positions work for you.
• Avoid Google Slaps: it constantly amazes me to see people surprised by Google slaps. If you read Google guidelines and pay attention to what’s going on in this industry, you can see slaps coming from a mile. And if you know something’s coming, it’s easier to avoid it.
• Choose the Right Keywords: not all keywords are created equal. You’ve got to catch folks while they are in buying mode. That’s where you convert the most.
• Choose the Right Keyword Strategy: a lot of marketers tell you that you should focus on the long-tail. It may work for you but getting enough traffic from these keywords could take a while. Don’t set yourself up for failure by being a one trick pony.
• Use Negative Keywords: you should try to qualify your traffic by using negative keywords. Not only that, be prepared to use embedded matching to get your game to the next level.
• Organize  Your Ad groups: a lot of marketers don’t pay attention to this, but your ad groups organization can hurt your business seriously if you get it wrong.
• Write decent Ad copy: your CTR matters big time. You should always try to write ad copy that is catchy and makes people want to click (buy from you).
• Be Aggressive and Smart: it’s one thing to throw too much money at Adwords. It’s another thing to throw money and be smart about it. If you are making $2 per $1 spend, who cares if you are spending $100 a day or $100,000 a day.
• Learn from competitors: if your competitors are spending money on Adwords, they must be making money off of it. Use the tools available on the market to figure out their exact keywords and ads to see what they are doing right.

There are many other things that you should consider before throwing your life-savings away on Adwords. You need to be aggressive on Adwords. There is nothing wrong with that. At least be smart about it.

Adwords Manifesto is a world class PPC training course that is designed for PPC marketers who want to stop the bleeding and actually make money online. Adwords Manifesto provides you with everything you need to know to succeed online. If you are looking for someone to teach you how to get PPC done properly, consider signing up for Adwords Manifesto.