Pay per Click is the most popular advertising tool in the internet. And why not? It’s inexpensive, fast to implement and it works. But even if the cost is relatively economical, everyone still wants to find ways to maximize advertising expenses. Here’s how you can make every marketing penny work:

1. Limit your ads to your target market. Eliminate keywords that would mislead users into clicking in your ad. Block keywords like “free” if you are not giving away freebies. Not only is this frustrating for the users, opening ads that are of no use to them, but this will also increase your marketing expenses. Remember, the more clicks (relevant or irrelevant) you get, the more fees you pay.
2. You can also reduce useless click throughs by putting specific description and price on your ad. That way, users will know straight away if your ad is meant for them or not. At least, if they don’t agree to your product specification and price, you won’t waste one click through to them. This would also ensure your website of high conversion rates.
3. Tracking your conversions and clicks. The core of a successful marketing campaign – whether it’s a banner ad, PPC ad or even magazine ad – knows which ads are actually generating profit and sales. Both Overture and AdWords have built in conversion and tracking tools for a holistic view of PPC ad campaigns’ effectiveness. You need to know which ones to keep and which ones to cut. By doing this, you will save advertising money which you can use on other more profitable and effective advertising method.

First thinking of who you are NOT targeting is the quickest way to identify, approach and influence those who you ARE targeting.  Through testing, you can identify best and worst performing keywords, targeting and copy as your campaign matures, but remember, PPC is not a fire and forget strategy – your approach does and must evolve over time.