When you use Adwords or any other PPC program for generating leads, form size plays a vital role in controlling your lead volume. I am often asked "Shall we have more fields or less in the lead generation form?" My answer is simple – "It depends".

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As you know, you should include lots of negative match keywords in your keyword lists. You have to think about the terms that will indicate a mismatched prospect type (one who is not probable to buy your product/service). If you can avoid showing your ad on such queries, you can save yourself a nice chunk of wasted advertising dollars.

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I have planned to release several small guides and reports to cover the various aspects of Adwords in particular and Internet marketing in general. These will be concise reports (you can read them in less than 30 minutes) and easy to act upon (specific ideas covered in each).

More on Are you making these Adwords mistakes?

This is old news but needs to be retold umpteen times because we just tend to forget this and run after the high traffic words. While reviewing the site of a client, I noticed that while he is getting much more traffic from a single word keyword, the conversion rate of the more accurate long tail term is much higher. Here are the exact figures:

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Fatal mistake: Setting the destination URL of your Adwords ads as your home page where the keyword you chose does not even appear!

Simple solution: Have the destination URL contain your targeted keyword a couple of times. Here's how it works–

More on Correcting Fatal Adwords Mistake Decreases CPC from $5.15 to $0.41

Did you know that small changes in your keywords strategy at Adwords can save you tons of money? Adding some variations of your basic keywords to the list of keywords in your ad group can increase the focus of the ad group, reduce your cost per click and help you identify the terms which you should focus on. Let us understand this with an example:

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