A Pay-per-click (PPC) advertising campaign can prove to be a very effective marketing tool. But just like any other campaign there is an amount of research involved in order to get the most out of it. There are specific ways to attract qualified visitors instead of people who will only drive up your cost without making a purchase. And here are some simple rules to help your business find those qualified visitors.

1. Never spend more than your budget allows!

Before you begin bidding, you need to realize how much each visitor is worth to you. This will prevent spending more than your budget allows. A PPC search engine marketing campaign is already broken down into an amount per click/visitor. So, all you need to do is figure out how much each visit is worth to you to determine how much you can spend per click.

A simple method to determine the value of each visitor is to follow this equation. Let’s say your website is getting 1000 different visitors each day. If those visits generate 20 sales with a combined value of $400.00 profit, then each visitor is worth 40 cents. You find this number by dividing your total profits ($400) by the total number of visitors (1000). Now as long as you bid at 40 cents or below per click you will make money.

2. Get in the top position

Great positioning in the search engines is crucial for your businesses success. And to get great positioning you’ve got to know where exactly people are looking. Every search engine is different, but look at the top two search engines – Yahoo! and Google.

In Yahoo, people look at the top and bottom of the first results page to find what they are searching for. Obviously, positions 1 through 3 are top ranked. However, you might not have known that 7 through 10 are right behind them. In fact, the fourth best position with Yahoo! is the very bottom of the page. If you cannot afford to be listed at the top of Yahoo’s results pages, try the bottom.

As for Google, anywhere within the first few results pages will be beneficial. Research has shown that Google users will search further in the results pages and go to the 2nd and 3rd page.

3. Bid on specific keywords – stay away from broad terms!

People are searching for specific products or services online. So be sure to bid on specific keywords in your PPC campaign. Also, nobody’s perfect. Internet users will often make typo’s or misspellings. Make bids on misspelled words as well. They will get you results and save money as these words won’t cost as much to bid on.

Don’t wait for your competition to get the inside tips on Pay-per-click marketing. Get qualified traffic, get more sales and get your PPC campaign in gear today!

Tyler Houts is the Public Relations Director for Kinetica Media, an internet marketing company that works to harness the power of the internet for businesses of all sizes. Visit to see how their proven online marketing campaigns can enhance customer loyalty and attract new customers.