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Pay-per-click (PPC) advertising is the single most powerful direct-response marketing tool that has ever existed.For the first time ever, any business can directly compete with the world's largest brands to acquire targeted traffic. While PPC advertising has huge potential to deliver tremendous sales and profits, not a lot of people know how to harness PPC advertising.A new online marketer may find PPC advertising frustrating, however, once you master the right tactics, PPC advertising will easily become your most powerful profit machine. The good news is that getting started is easier than ever.If you are intimidated or feeling overwhelmed, just relax...You do not have to master several PPC advertising tools right away.Your first PPC campaign can be launched in less than a few hours! Because Google is the undisputed search engine leader (with over a 50% market share), start with Google AdWords (Google's PPC advertising program) and you can save learning about Yahoo!'s online advertising program (formerly called Overture) for later.If you have never set up a PPC campaign in Google, we strongly recommend that you take advantage of one of the many "Quick Start Guides" that exist on the Internet. We found Perry Marshall's ebook The Definitive Guide to Google AdWords to be the most helpful.It clearly explains all the ins and outs and helps you quickly set up your first PPC campaign. In this tactic we'll reveal our approach to creating PPC ads that outshine the competitors. You too can do this by:·Matching keywords with ad copy·Taking customers to a relevant landing pageLet's take a look at the first step...Matching Keywords with Your Ad Copy Try including the exact keyword(s) in the ad's title itself. If the exact keywords show up in your ads, they get highlighted in bold!If your ad copy matches the keywords exactly, prepare for a significant boost in your click-through-rate (CTR)!This is why grouping your ads into a list of very similar keywords and phrases was so heavily stressed in the tactic on "Finding Your Keywords." After all, if you don't do this, then it will be impossible for your ad copy to match your keywords.Example:Keyword Group 1 used the headline "How to Meditate" and gave us a GOOD 1.9% CTR and $0.21 CPC. But Keyword Group 2 used "How to Do Meditation" and was EXCELLENT with a 2.1% CTR and $0.20 CPC. Both headlines are identical with the exception of one important difference: the first includes the keyword "Meditate" in the title and the second includes the keyword "Meditation." While this might seem like a small difference, it is very important because when someone on Google searches for "Meditation" that keyword is highlighted in bold in your ad!This small difference alone caused an 11% improvement in the CTR (click-through-rate) and the average cost per click was 10% lower.A double bonus!What we are recommending here is not rocket science. However, our detailed research into thousands of keywords revealed that close to 80% of the ads on Google do not take advantage of direct matching.This means that by matching your ads to keyword groups, you can blow past 80% of the competition! Reward yourself with click-through-rates of up to 15%! Just match the copy of your ad for very detailed keyword phrases.If someone is searching for stress relaxation techniques, then write an ad that says "Stress Relaxation Techniques."This will get the exact phrase in the title of your ad to show up in bold. The only way you can achieve this is to split these phrases into different ad groups.Taking Customers To A Relevant Landing Page.After someone clicks on your ad on Google, you only have a few seconds to grab their attention. The visitor wants to know immediately if your page will help them find what they are looking for.If you send all of your prospects to one generic home page, your advertising campaign is going to suffer, big time! No one wants to waste time clicking around to find something.So don't make your visitors do the work. Instead, send them to a specific landing page with the content they want.Why are we writing about landing pages in a tactic on writing PPC ads?Your ad and its landing page work together to convert, and only traffic that converts is worth paying for! Customized landing pages for each ad are key to giving your site a serious boost in conversions.Ok, So How Do I Match the Landing Pages?Use customized landing pages! Fortunately, there are easy and very effective ways to create customized landing pages that will dramatically boost the return-on-investment of your campaigns.The first thing you can do is match the main headline of the landing page to the keyword phrase that customers searched for.This way you immediately grab their attention and give them the confidence that your site will help them find exactly what they are looking for.Have a separate landing page for each ad group.