Your Website Use Google Pay-Per-Click Ads to Build Your CPA Practice

Similar to the ad copy, you want to remove as much of the decision making out the process as possible. Make it as easy as possible for the searcher to find what it is they are looking for. Your quality score will be rewarded for having a landing page that is specific to the keyword, because it improves the search experience for people who find you through their search engine.

Negative Keywords

Knowing the keywords you don't want to trigger your ads is just as important as knowing what keywords you do want to bid on. Phrase and broad matching make this valuable. If you bid on the broad match of "accounting services", you probably do not want your ad displayed if someone searches on "accounting supplies", so you would want to add "supplies" as a negative keyword.

Your ad will not be displayed, when a search phrase includes one of your negative keywords.

Location Targeting

I've saved the best for last. Location targeting is extremely important, especially for firms that provide a service such as accounting or CPA services. If you provide CPA services you will want to be able to meet with your client, and more importantly the client is very likely looking for a accountant close to home. Having propsects more then 100 miles away clicking on yoru ad is going to become a big waste of money.

There are two ways to target a location. The first is to target your ads to only be displayed within a certain radius, such as 10 to 20 miles from your business location. You might bid on more general keywords, like "tax preparation", within a very specific location.

The second way to target location is with very specific keywords in a more general area. For example, you might display your ads to anyone in California, or even the country, if they type in the specific keyword "Los Angeles CPA" or "Los Angeles Accounting".

Keep these basic principles in mind while you're setting up your websites with Adwords campaigns and you'll find the learning curve a lot easier and your initial results will be a lot more profitable!