Watch this video. There is no better tutorial in the world on a Google PPC campaign. It should be evident that the PPC Campaign will only work if the site and the campaign are optimized and aligned for the same keywords.  You can pay $100 for an ad and never have it show if the site and campaign are not tuned. Conversely, you can run at a fraction of the cost of your competition. 

On the topic of relevency, making your campaign work means that one website or page can’t be relative to 100 unrelated products.  The site gets watered down and becomes relevant to nothing. The web is littered with Ad campaigns right now which rarely show as the client landing page has no relevant content.

This is a flaw with the overall approach of putting all a number of unrelated products on one site. If your that’s one thing, but for the mass of companies that have a specialized niche and a number of products which need to be independently targeted, a site architecture is required that allows each product line to be targeted. 

A strategy must be employed to accomplish this. One tactic is to use subpages or subdomains which create “mini-sites”. Those sites (subdomains) can align keyword between the site content, images, alt tags, achor text, headers, domins, blog content, and the PPC campaigns. One approach (if your products keywords are highly unrlelated) would be to have domain.Com as the main site and link to subdomains:

All of these could be fed from, and still achieve the same result. Each are highly focused path and can be pointed and tuned to keywords.Note that if there are relationships between the products and the keywords, subpages are a better alternative.

Downside to this approach is that if you have an existing site that has PR and is already optimized for keywords, your starting from scratch. It could take 12-14 months to build the traffic back. So consider carefully adopting existing sites or pages into your structure, as they already likely have some traffic and links on the internet. Don't just abandon them.

Until that structure is in place, running a PPC campaign is not going to net much. And unless your www.Domain.Com can be tuned to one tight group of keywords, is the better site architecture. Additionally, make every effort to be sure that a user "clicks through" the landing page. They should visually see something appealing and take action. This keeps the bounce rate low, which becomes a factor on the relevancy of the site.

If you’re curious how your site stacks up, and what keywords your site is “known for”, use Google Webmaster tools, or download a toolbar such as SeoQuake.

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