Today's post was contributed by Joey Bridges

Did you know that there is a way to legally pay 50%less than you competitors when you are advertising on Google? Well you can it just takes a little bit of testing and making sure that your ad is "correct" according to Google.

I have performed this on my ads and have literally seen the amount I pay per click drop by as much as 50% and across those that my brother and I advise as well so this is a tip that you will want to integrate into your ads.

So that everyone knows Google uses a quality score to rate your ad. I will cover that in another post but for now know that Google rates your ad according to a formula that is based on the content of your ad and the landing page that the ad is pointing to. The higher the score you have (it also takes into account your CTR (Click Through Rate) the lower the price per click you will pay.

Reducing your cost is critical in the Google Adwords game. Putting the keyword that you are advertising on in the headline of your ad is the single biggest thing you can do to decrease your cost. Let's look at two examples of two different ads.

In the two ads what is the major difference? The headline is the difference in these two ads. For the purpose of these ads the keywords that we would be advertising on would be the same.

A sample list of keywords might be: Santa Monica Condos, Santa Monica Condos, Santa Monica Condos for Sale, etc.  This is just a sample of the keywords that might be run for an ad like this. You want to make sure that your keywords are as narrow as possible so that your ad matches the keywords you have selected to advertise on.

Google is always trying to deliver the most relevant content even if it is advertising to the user of their search engine. When a user sees the keyword they just typed in the search bar of Google matching in an ad it shows them that you know what they are thinking and are delivering the message to them. Google rewards you by allowing you to pay less for the spot. You can continue to decrease your cost by using the keyword multiple times within your ad as you see in the two examples. Acheiving the 50% cost reduction comes from using the keyword that you are advertising on in

• Your Headline - The biggest reduction of cost is using the keyword in your headline

• Your Ad text - Google rewards you for using the keyword within your text

• Your URL - This is also a key factor in Google's decision to reward you with lower cost compared to your competitors.

Using a powerful headline that attracts the user with the keyword is key to success in Google Adwords. Google rewards you by lower cost and your consumers reward you with a higher CTR (click through rate) and signing up on your focused landing page.

Good luck and remember always run two ads!