Hey Webdev,
So sorry to hear about your job situation... what a bummer. I hope I can help but as I've mentioned before I do some ppc marketing but I only do it for branding and to draw traffic and don't pay much attention to my conversions. I'm amazed at people who make a living doing ppc because it is very challenging.
I don't know the typical age of the person who types in "pass driving test" but if you're bidding on similar phrases I would have to assume that most people who type that in are younger people between the ages of 16-18. When I was that age, I probably wouldn't have bought it. As Sherif said, there could be older people searching for that information but I would guess the majority of them are younger.
Now, let's say you are bidding on "motorcycle driving test" I would assume (and I could be wrong) that this is searched for by older people. I don't know too many teens with motorcycles so I'm just basing this on my experience and what I've seen. Not only is this a much more specific (and probably not as competitive) keyword, but you may be able to attract an older audience with buying power.
Again, I am guessing and doing a lot of assuming here and that's the tricky part of PPC. You have to be able to connect and get inside the head of the person doing the keyword search. What are they expecting to find? Something free? Probably. So now it's time to prove to them why this report is different from any free information they can find on the web.
But the key is in those keywords you are targeting. As Sherif said, relevancy is everything and I like his idea of creating multiple landing pages to test things out. I read somewhere that when you first start promoting a product with PPC you should have 10-15 different test campaigns coming from different angles/keywords so you can see which ones convert the best.
I wish I could offer you better advice. Again, I don't have much experience with ppc for making a profit since I only use it for traffic. I did try to use it to promote SBI! once but I lost waaaaay too much money in the process.
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