Pay-per-click advertising, or PPC, is one of the most effective ways to get the message out about your product or service. Google is the premiere platform for this marketing arsenal. Using PPC, you can get extremely targeted, high converting people to your website, IF you use the right keywords and words your advertise in an appealing way.

I will show you how to create a PPC campaign that not only attracts, but CONVERTS when people land on your page.

You must have a handful of keywords or phrases to target your online viewers and you must know their needs in order to increase your chances for a person to find your website and come visit it.

Here are the "secrets" to run a successfully PPC campaign:

HAVE A CEILING DAILY BUDGET. This may be obvious, but sometimes beginners overlook this crucial aspect and get positively KILLED.

By looking at your available budget to begin with you can nail down which keywords you want to bid for and what you want to pay and Google will estimate how often those ads will show.

Otherwise, you pay for however many clicks you get without a budget limit. In other words, you haven't put a cap on how much you can spend in a day. PPC can get pretty expensive very quickly. You will get killed if you don't know what you are doing.

USE KEYWORDS RELATED TO MAJOR KEYWORDS. In Google AdWords, Exact match is the most targeted way to display your ad, your ad would only appear if the keywords entered were an exact match to the keywords you have chosen. It eliminates the risk of people clicking on your ad with no interest in the topic or product you're offering.

CREATE A COMPELLING AD that sells the click, NOT the product! The proper ad will target an audience, generate curiosity and offer a call to action ("visit now"). Just make sure the ad message fits your landing page.

FOCUS ON CONVERSIONS, NOT CLICKS. You can get 1000 clicks per day, but if they convert to zero sales, you've wasted your time and money. The goal of your PPC campaigns should be to have the highest conversion rate possible. You must get away from the "click" mentality and graduate to the "Conversion" School of Success.

MAKE SURE YOUR AD AND LANDING PAGE MATCH. There is a certain percentage of folks who think bait and switch is an effective PPC tactic. Baiting someone with a promising ad that doesn't match your landing page or sales message is perilous for several reasons:

First, your conversion rate will drop off dramatically. When people click on your ad, it's because they think clicking on it will answer a question they have. If the question isn't answered immediately upon visiting your page, they'll leave.

Second, do not bid on ridiculously vague and popular words because you will never recoup your money. Instead, focus your search terms as specifically as possible.

Third, (and this is something not many people realize), Google, and possibly other search engines, will penalize you for having a low quality score. Bottom line is, if the ad doesn't match your content, you will be penalized.

Not only should your ad match your landing page, it should be massively targeted to the page. What does this mean? It means that you should have the same types of words in the ad that are on your page.

Bottom line, keep your landing page specific and as pertinent as possible to the ad and your PPC rankings will go sky-high.

TEST, TEST AND TEST YOUR ADS. It is essential for your business survival that you constantly test your ads. The benefit here is you get almost immediate results. You can see at the end of the day what is working and what is not and adjust it.

CREATE MULTIPLE CAMPAINS AND AD GROUPS. Google offers a free service that is able to generate detailed statistics to your website. It can also track how your website visitor ends up at your website. It is able to track all the referrers, including search engines, display advertising, pay-per-click networks and email marketing.

MEASURE YOUR BUDGET AND ROI (return on investment) to see if your campaign has been profitable, breaking even or not profitable.

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