It is important to remember that not every keyword you choose will be effective. At least with Google Analytics you can analyse which keywords are working for you. Those that are not can be easily paused or shut down.

Negative keywords are also an important part of your PPC campaign. These are keywords that you don’t want to be used to find your ad, so they must be taken into account.

This is particularly relevant with brands. For instance if you sell trainers, but don’t stock Reebok trainers, you want to list Reebok as a negative keyword so that this doesn’t show up in search when someone looks for ‘Reebok trainers’.

After all if you do include this keyword and someone clicks on your ad, instead of buying from your site they may leave and go directly to the Reebok official site.

Therefore it is important to create a list of negative keywords as you don’t want to waste money on a click that is unlikely to convert.

There are several ways to find negative keywords. Google Instant, or the words Google predicts when you type something into search, can be harvested for use as negative keywords. After all these are the likely associations with your keyword, but some won’t be relevant and can be added to your negative keywords list.

The Keyword Tool can also be used in a similar way to find words associated with your product that you don’t sell and so they can be added to your negative keywords.

Your Search Query Report in AdWords can show exactly what people have searched under to find your ad. If some of these words aren’t that relevant to your product range you can exclude them directly from this page.

These ideas provide a simple way of managing your negative keywords to ensure that you don’t waste money unnecessarily on clicks that are unlikely to convert.

For PPC Managers and those who use Google AdWords, it is vital to keep up to date with changes in pay-per-click advertising to ensure the websites you manage are being fully optimised.

If you don’t keep updating your PPC ads you risk losing out to the competing websites in your field who also utilise online advertising.

There are always areas to grow in PPC as well as areas to save costs. Keep a watchful eye on your keywords to see which are doing well and which are not, then pause and restart according to what is going well.

PPC Managers always need to be the front runners in terms of the latest pay-per-click updates. It is best to test out new updates and technology that Google AdWords offers and see if they work for you.

If your account is going well and you are reaching targets, this is the time to test new strategies and not simply rest on your laurels because you are achieving your goals.

The key to making new achievements with paid search is to work through your PPC accounts methodically and concentrate on a small set of variables that are followed up and analysed.

Use your analytics to understand how visitors are interacting with your websites. Other website optimisation can also work alongside PPC if you feel that people are arriving at your sites through other means.

If you don’t already use SEO or other forms of online/offline marketing alongside PPC, make sure you set these up in order to maximise the optimisation potential.

What works in SEO doesn’t always work in PPC, so consider creating PPC only landing pages that you can use to test what keywords work for your account.

All these new strategies will help to reveal the impact of changes made to your site. You can always reverse changes if they don’t work for you but in the field of internet marketing, it pays to be proactive and not just to maintain your website optimisation.

Charity or not-for-profit websites differ greatly from commercial sites. The .org websites have a different agenda in terms of audience and message compared to regular websites, but charities often don’t make the most of their sites in terms of internet marketing.

Not-for-profit websites need to clearly get their message across if they want to attract donations and volunteers. Visitors to these websites are different to the consumers who want to buy from commercial sites, but they can just as easily ‘bounce’ away from the site if its message is not effective.

When designing .org charity websites, there are several usability and conversion issues to take into account. You firstly need to consider how easy it is to make a donation on the site. Some visitors may come to the site to specifically make a donation. For this reason the ‘call to action’ for donations must be clearly visible and usable.

Those who are less knowledgeable about the charity may want to browse the website pages first to get more information. This means the website layout and content must be clear and must promote the charities good works effectively.

Other visitors come to charity websites with the idea of volunteering. If a charity is looking to recruit volunteers, there must be plenty of information on the site about how to volunteer and what this will involve. Charities sometimes find it difficult to get enough volunteers, but they could easily change this by utilising their website.

Some charity websites also sell products from their sites in order to make more money for the charity. This adds a commercial element to the site and means that the site must function well from an ecommerce point of view as well as working as a promotional tool for the charity.

Another thing to take into account when promoting charities online is their presence on the social networks. Social media is an increasingly important tool for spreading the word online. The impact of a charity’s Facebook Page or Twitter Feed can have a direct affect on whether people engage with the charity and then go on to make a donation.

However, according to a study published on useit.com earlier this year, people still expect to find the majority of a charities information on their official site, so social networks should be only viewed as an additional internet marketing tool to the main website.

So there are plenty of elements to take into account when designing or optimising a not-for-profit website. Newly designed websites that incorporate all the elements discussed could lead the way in online marketing for the charities sector. Plus with just a few simple changes, established charity websites could be made way more effective.

When writing copy for websites or articles to be published online, there are several things you need to take into account.

Because of the page layout of a website, you have to keep control of how much content you include.

Most people, when reading a web page, will at best read the first few lines but will not scroll down below ‘the fold’(the lower part of the web page that can’t be seen when you first land on the page).

This means copy has to succinct, containing all the main points and several keywords in the first few sentences. This is a good rule of thumb for any article or marketing material, online or not, but it becomes even more important online.

You can lose visitors to your website very quickly who visit a boring, waffley web page and ‘bounce’ (leave the site immediately and go back to their search results).

I mentioned the importance of keywords earlier. In order for a website to be SEO optimised it is important to include relevant keywords, but also ensure that the page or website still reads well.

For instance if you are writing about a company that offers hair transplants in London. You need to repeat the keywords ‘hair transplant’ and ‘London’ throughout the website.

This needs to be done subtly however, in order not to look like keyword stuffing (web pages filled with keywords for SEO purposes, that are unreadable and therefore penalised by Google).

Here are some ideas for using keywords cleverly throughout a website:

• The keywords can be combined in different ways:

hair transplant London, London hair transplant

• Or you can think of other ways of describing the keyword:

hair restoration, hair treatment

• Another trick is to end one sentence with one keyword and begin the next sentence with another. This way you have both keywords together, yet seen as separate:

‘…have a quality hair transplant. London is a good place for hair clinics.’

Similar copy rules also apply when writing articles to promote a product or business online. These can be syndicated across the internet and can contain keywords and links back to the website you are wishing promote.

These articles can be syndicated on articles sites, but some of these have rules about the number of repeated keywords and self serving links, particularly Ezine Articles. So you have to ensure your article is well written and informative, not just a vehicle for self promotion.

An article gives you the opportunity to explore a subject in more depth than a web page. For instance if you are a plumber you could write an aritcle containing top plumbing tips, that is of general interest and contains subtle links to your company website.

An article is not only for promotion and SEO value, but becomes a valuable tool to make the author an expert or spokesperson on particular subjects across the web.

One warning when syndicating articles across several articles sites, it is not good to copy articles across different websites without significantly adapting them. Many articles sites will notice if content has been used before on the internet.

It is also a low skill writer who just copies articles when they should be coming up with original content. It is unavoidable that sometimes others will copy or steal your articles, but it is important to ensure that you are writing original and quality online content each time.

After all written content across the web will forever be associated with you or your clients business. So make quality copy a top priority!