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Some marketers do not succeed in using PPC campaigns and Google to earn money. Because they do not get the click through they are expecting for. Sometimes you can do everything right but still not drive traffic.
Sometimes Google will slap your site. One of the main reasons why is that your site is not relevant to your keywords and or to your product your promoting, and the market you are targeting. If your keywords are car insurance, auto insurance quotes, etc.. and your landing page is about selling Car accessories then you are going to get slapped which means your campaign will be cutoff and haunted. So make sure everything relates, the landing page, the product, the targeted market your selling to and the keywords.
There could come a time when you are in a market that is extremely competitive. If you're paying the minimum for your keywords, bidding lower than the competition then your ads will not show up in high page rank, and no one will see your ads. If you don't increase your bid you will be wasting your time. And if you raise your bid but your offer isn't good or sales copy isn't good then you will be wasting money. Everything has to be right to make money.
One other thing to consider about ppc campaigns is that you must do tracking and testing. Always test different headlines and different ads and see which ones work best. Also test keywords and track them to see which are making you money and which ones are losing you money. You can test the landing page (website), maybe change the headline there, or the color scheme or the opt in box, maybe change around the copy, whatever it takes to tweek and improve. You can and will make money with ppc and adwords if you do it right, dont just jump in and start spending money on keywords. Research, see what the competition is doing, come up with a plan, and make some money.
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