Anyone who runs a business with an online presence knows that pay per click is considered the best way to gain targeted traffic through advertising. What they may not know, however, is just how to make it work.

Too many businesses try their hand at PPC advertising and fail miserably. Either they spend too much money or they end up with very low or even non-existent conversion rates and give up on the whole thing. That doesn`t mean pay per click doesn`t work, though, it just means it needs to be fine tuned.

Build a landing page. This is vital. If you are just sending people to your homepage, chances are they won`t see what they`re looking for immediately and will click away and bam, you`ve lost a sale. Instead tailor your landing page(s) to the people that are coming in through each ad.

Stick to search advertising. Contextual ads have poor conversion rates as a general rule of thumb, whereas people who are actively looking for something will be far more likely to click on your ad with the intention of purchasing a solution to their problem.

Offer something for free. Rather than try to sell to the client immediately, offer them something of value that will let them know just how great your product or service is. This technique has been used with great success by the most successful gurus online.

Get their email address. If you don`t capture that email, your potential client could vanish forever. Studies have proven that people need to be exposed to something an average of 7 times before they will act on it, so getting them on your email list will let you make the contact necessary.

Pay per click advertising doesn`t end with writing the ad copy and sending it out for the world to see. Make sure that you`ve set everything up to guarantee the best results and you`ll find that your campaigns are far more successful.