Knowing exactly what makes people call, click, or buy, can solve one of the hardest parts of advertising.SpyFu President Mike Roberts and conversion expert Tim Ash, CEO of Site Tuners, share their findings on what makes people respond to your web content and sales copy.

==Viewing Tip==

We've included the HD link so you could see the tiny text in parts of the on-screen demo.  It might help to watch this is full-screen, too.

Negative match settings could save you thousands of dollars each month without giving up traffic you’ve fought so hard to build.

Should a rug seller be coughing up hundreds of dollars for advertising on "Ohio State Football tickets?" We didn't think so, either.  But the connection isn't too far off.  They bid on Ohion State football thanks to licensed rugs they sell for Buckeye fans.  It's an easy mistake to make, but unfortunately it's incredibly costly, too.

At the start of creating an Adwords Advisor report, you find a step that makes a big difference in the advice that you get.

First, some background.

Testing ad copy and keywords used to be the secret to PPC success.  These days, it is no longer a secret as it has moved into the “must do” category for any online advertiser.  While we encourage testing in every way, there is something that the experts aren’t telling you.

Starting next month, Google plans to silently change the way your existing Adwords campaign works.  These are changes that, unchecked, could cost you a ton of money.  And what’s worse, is that you may never figure out why – because the cause of the decreased performance would be completely hidden from you.

In the next video, continue improving an existing campaign by cutting out waste that's draining your budget.  Or, catch Kombat in action for new campaigns-- watch part 1 here.

SpyFu Kombat steps up again and again.  More that just a kick-start for new campaigns, it is a stellar way to energize existing campaigns, too.  Find out the first steps in the second video in this series.