Many of us who spend long hours working on SEO and various traffic techniques to get sites ranking in the organic search section will like the idea of PPC due to the immediacy of it. No waiting for your efforts to pay off, you can have your ad up in minutes and clicks to your offer. I use PPC myself and there are a great number of benefits. I think it is important to have many streams of income going on in case one dries up. But going into PPC is not for the faint hearted. You need to carefully monitor your conversions to ensure you come out profitable.
Prices of clicks have risen from a few years ago so making profit from 1 ebook is harder than it was as the likelihood is that the ebook cost has stayed the same. A better strategy for most would be to target the long tail keywords that have lower search volume but far cheaper click costs. Your competitors who put in less effort will not have cottoned onto a number of these keywords and there will be far less competition.
When you create your ads you should think of the whole story. Do not necessarily just go for the ad that will get the most clicks if those clicking will not stay on your page. Think of the journey someone takes from typing in a keyword phrase looking for information. Then they see your ad which resonates with them. They then decide to click on your ad which leads them onto your landing page.
The landing page should continue this journey and you can do this by setting up a number of pages with subtle differences. You can group your keywords in categories and create separate landing pages that will have more relevance to the visitor. For example there is a difference between someone searching for ‘dog training’ and ‘dog care’ but there may be a high converting product which encompasses both of these things. If you change your landing page to suit each group you should convert better.
The final point to mention is the necessity to track and test everything. You should split test your ads, your landing pages, the product you are promoting and check the profitability of your promotion. There will be some keywords that will convert and others that won’t so you will want to identify this and amend your campaign accordingly. PPC requires some precision but if done correctly you can profit very quickly.