You should be using the search query report that Google offers in its Pay Per Click reports, the search query report will help you identify two important pieces of information that will help you pay less for your clicks, increase conversions and stop you wasting your Pay Per Click budget.

The first thing you should look for are the terms that people have used to convert on your site, this can be completing a form or buying a product. Once you know what phrases people are using to buy your products you can change your keywords and advertisements to match.

The second is what phrases people clicked on but did not convert from, often you will find that people use words that trigger your ads but are inappropriate to your site, as an example we have a client who sells metal storage containers, people often search for the phrase plastic storage container this is obviously not going to be of use to our client as he does not offer this service. So what we did was use plastic as one of the negative keywords in his pay per click campaign, this stops his ads being shown when the word plastic is used in a search query.

Using negative keywords can reduce the clicks on your ads from people who are searching for products you do not offer and it can save you a lot of money on waisted clicks.

If you need help with your Pay Per Click marketing or any other aspect of on-line marketing complete the form on the right or give us a ring on 01747 858002 so we can discuss this in more detail.

The company must be registered with the gaming commission and be able to provide a valid operating license number

To apply to advertise online gambling with Google AdWords, you will need to:

Google has sent the following guidelines

• Create a new Google AdWords account solely for your gambling campaigns (this applies to both new and existing advertisers).
• Fill in the application form and legal declaration. Please be sure to submit your new AdWords Customer ID, located at the top of any of your account pages.

To ensure the quick progress of your application, fill in all of the requested information. We will review your request as quickly as possible and let you know whether we were able to approve your application or not.

This is following a review of the legal and cultural attitudes to gambling in the UK say Google, we wait to see what effect it will have on the PPC industry as a whole.