Pay per click advertising - What should you focus on?

Establish a sensible budget for your pay per click advertising campaign.  Spend per click must be less than profit per click - some rough calculations will be useful.  Once the campaign has been launched, the number of leads generated can be reviewed to ensure the campaign in still on the right track;

Focus on how many clicks (i.e. visits) to your website convert into revenue/leads via the pay per click advertising campaign.  Establish the measurable outcome specific to your organisation that you want to acheive by undertaking the campaign;

Choose specific keywords relevant to your website that should be included in the pay per click advertising campaign to generate traffic to your website.  Avoid using broad and non-specific terms - searchers are becoming more sophisticated and often use 3 keywords or more when using search engines (this factor should be considered when writing copy for search engine optimisation purposes);

Bid position for keywords and terms must be monitored on a regular basis.  Search patterns change frequently and an effective pay per click advertising campaign will take this into account and will be modified accordingly.