Using Pay Per Click advertising can be tricky. Especially so for newbies with all the new jargon on CTR, CPM etc. Don’t let that frighten you.

Remember this fundamental. People search for keywords -> See your ad that interests them -> See your salesletter -> Buys the product.

Your focus should be on the first 2 steps which is determining the keywords and crafting the ad. Different keywords, Different Ads. The more congruent the flow, the better the conversion for sales will be.

You want to be specific and not be everything to everyone. This way you can be sure to get your target audience who are looking for your product.