Adwords Management Companies use some very unique strategies to improve client's performance with Adwords and other PPC engines.  We've seen improvements in CTR of 82%, and reduction of click costs of 37%, on average, using just the strategies below.

1. Split Testing

Both the AdWords ad and the landing page elements should be constantly split-tested, using the standard chi-squared formula for statistical significance. This means you ALWAYS have 2 ads running, one the control, and the second an attempt to beat the control... and you declare a new control as soon as sufficient clicks have been collected (according to the chi-squared formula) to prove one ad superior to the other.

Although time-consuming for the average advertiser, Professionals use proprietary tools to accomplish this for their clients.

3.  Keyword Research

The best PPC Management Companies use proprietary tools to analyze your top competitors, to see all the keywords they are using successfully.

A lot of lower-cost traffic can be had easily by building lists of 6,000 or more keywords using strategies like this, and others.  This is a critical foundational step to success!

There are quite a number of excellent, though costly, tools that Adwords Management Companies use to do this efficiently.

An additional important keyword strategy is to employ and test broad, phrase, and exact matching of each keyword.

3. Proper AdWords Ad and Account Structure

Due to recent changes at the Search Engines, each type of keyword must have it's own ad and adgroup - this is the only way to ensure the lowest possible click costs.

Of course, with large keyword lists this can become quite laborious, which is again why smart advertisers look to outsource this task to a Professional.

Getting the best return on investment also means adding conversion tracking down to the keyword level, as well as separate campaigns for the Content Network, and regular adjustment of bids.

Daniel Falk delivers aggressive PPC Account Management using strategies that typically lower our clients' click costs by 37% or more. More strategies are revealed at Adwords Management