First you will need time. Time to increase your knowledge and understand utilizing website analysis tools such as analytics. A good website analytics platform will display for
you the search engine terms that your potential customers are using to find your website. This gives you a great starting point for your pay per click
keyword selection.

If you decide to use tools such as Google analytics, take advantage of Google’s Keyword Tool. This tool can offer several great suggestions for
keywords based on your existing website and/or variations of terms you may have already identified as important. Also, ask your customers!
More often than not your customers and prospects will be more than happy to tell you how they phrase their needs when using search engines.
Based on your existing customer responses, you can create your own analytics.

Start out with only two pay per click advertisements

Allow yourself time to gain knowledge and understand the interface of any pay per click control panel. As a pay per click advertiser you have the opportunity to lower your cost per click and increase click through rates by testing variations of your advertising copy. In fact, many pay per click advertising campaign platforms allow you to have your best performing advertisements display more frequently. However it is very easy to start
with one or two ads that you believe are relevant to your target audience and either remove or lower your bids for other keywords. By not adding
a wider variety of advertisements, you’re limiting your ability to test and optimize your pay per click campaigns. You could ultimately end up with
a less effective and more expensive campaign because of it.

There is possibly one thing worse than running only one advertisement on your pay per click campaign and that is showing irrelevant advertisements to your target audience? Most pay per click platforms give the providers the tools they need to categorize your priority keywords and advertisements into several campaigns and/or advertisement groups. Not only does this give you the opportunity to limit the display of your birthday cake ads to prospects searching for terms related to “birthday cakes”, but you can also break up your keywords and advertisement campaigns into several campaigns to vary your strategy on a regional basis, by keywords or time of day.

Drive your traffic to your homepage

While its not inconceivable that your website might be extremely relevant to the specific advertisement or search term intended for your interested prospect,  don't drive your traffic to your inner pages of your website. This could possibly cause your prospective customer to "bounce" out of your website since most prospects would like to learn more about your company and only end up clicking on your home page anyway, if they have the time. What also commonly happens is, inner pages are changed and your pay per click advertisement is still pointing to a non-existent webpage on your website.

Make it a point to always have your pay per click advertisement direct users to a landing page (homepage) that is relevant to their search term or the advertisement.  Have a clear call to action that offers true value to your prospect and directly related to the keyword search.

test your pay per click advertisement and optimize accordingly

Pay per click advertising requires the constant management attention to increase the ratio of conversion over bounce and/or loss of prospects. The basis of pay per click is your paying your ppc provider when a prospect clicks on your advertisement, this should be your incentive to increase the relevancy and remove the advertisements that are not converting well in order to increase the number of high quality prospects and lower your campaign costs. To do this well you need to test a variety of offerings, copy, calls-to-action and a combination of graphics and/or website design attributes in order to maximize your return on investment.

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