Pay per Click is a very powerful advertising tool and is the only advertising tool that is guaranteed to deliver your advert to your target customers who are looking for the product or services you are selling.
If you get your pay per click campaign right then you are guaranteed a high return of investment, get it wrong and it will be an expensive exercise.
So, how do you ensure that your Pay per Click campaign is getting the results you want?  Follow these basic rules and you will be sure that your campaign is 99% successful.
Create multiple campaigns and test them Testing your marketing and advertising campaign is extremely important.
  If you don't you will be flushing money down the toilet.
  By testing, you'll know which keywords are costing you more money and which ones are profitable, which means, you can stop expensive keywords campaign.
  Use the conversion tools to find out which keywords perform better than others.
  Some key words may bring in more customers but if they don't convert into paying customers, then it is not working.
  Focus on key words with higher conversion rather than clicks.
Research your Keywords Know which keywords your clients are using to find your products and use it in the title of your ads.
  Researching your keywords is not difficult; Google offers free key words analysis, with monthly information on how many people are searching for specific keywords and how much it will cost you.
  It's free, so you use it.
Use relevant link Use the link in your site that is relevant to your ad.
  When your customers click on your ad, they want to know more about it, so don't direct them to your homepage.
  If you are a clothing company and your ad is about a stunning black evening dress, your link should direct to that dress and not to your homepage.
Set your daily budget If you don't set your budget, you will blow it in one day and you will end up with a massive advertising bill.
Finally, analyse why visits don't convert.
  Are you offering the right products for the visitors? Are your product descriptions not powerful enough? Visits are good but conversion is your goal.