Chances are if you’re reading this you’re either running a cost-per-click (CPC) advertising campaign or are considering it. So you probably know that CPC advertising involves selecting a set of keywords and writing an ad to appear when someone searches for that keyword in the major search engines. And you’re aware that CPC advertising requires you to set a cost that you are prepared to pay for a click. And you are probably familiar with the benefits of CPC advertising; namely, generating leads, driving sales, and creating brand awareness.

But what you may not know yet are these ten tips that can increase the effectiveness of your CPC campaign, while also helping to keep your search engine marketing budget on track. These tips focus on Google AdWords, but many apply to CPC programs across the board.

Show when it counts. Adjust your campaign to consider user peak times. If your target audience is primarily searching for your products between 7 a.m. and 7 p.m. on weekdays then only show your ads during these times. Within its “Edit Campaign Settings” Google has a handy option called Ad Scheduling which allows you to automatically turn your campaigns on and off at specific times. What’s more, if there is a peak time of day when your customers tend to search then you can even up the budget at that time and lower it at others.

Choose keywords carefully. Various tools will help find specific keywords or phrases that are being used by your audience. You can pay to use tools such as Keyword Discovery, but a free and easy way to find out is to use Google’s Keyword Tool (accessible when you’re logged in to AdWords). To use it, you type in your term and the tool instantly gives you variations people have searched for, a rough idea of the number of searches, the advertising competition against those terms and, if you add a max CPC, an estimate of the position and cost for each term.

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