Fabian Tan

The first thing you need to do when you have set up an online business is to start promoting it. That's how you will start getting sales - website traffic. One of the proven ways to getting almost instant-targeted traffic is from pay-per-click marketing. There are some popular pay-per-click avenues like Google and Yahoo that many entrepreneurs use to drive traffic to their websites.

However, pay-per-click marketing can be a dangerous game - if you're not careful. This is because you are paying for every click your ad receives. If you have a high cost per click and set a high daily budget (and have a poor converting ad), you will end up experiencing quick losses.

Thankfully, this is easily controlled with the daily budget setting on both Google Adwords and Yahoo Search Marketing. Which means you can control your spending on PPC marketing.

There are two keys you need to master when it comes to PPC marketing:

1) Keywords

2) Ad Copy

The first key is arguably the most important. Which keywords you choose will have a huge impact on the profitability of your campaign. If your keywords are targeted to your product or your website, you will receive many untargeted visitors and even a poor click through rate, which affects your ad ranking.

The next key is also important, as it will define your click through rate. On Adwords, your click through rate plays a huge part in determining the position of your ad. The higher your click through rate is, the higher up your ad will be posted.

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