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PPC is a shortened term for Pay Per Click. Put simply it is advertising where you pay for each click on your ad rather than paying a set ad placement rate. Advertisers can bid on keywords or categories, with the highest bidder receiving the top position. Some of the most common places to advertise via PPC include search engines, contextual ad agencies, and social networks.

Setting up your first PPC campaign might seem like an intimidating task, if you don’t know where to start. Here are a few basic guidelines to help your first campaign go smoothly.

The most important selling tool that you have in any online business is, of course, your website. The first thing that you should focus on before beginning any type of advertising including PPC is the quality of your website. It needs to not only sell your product, but sell it well. It should make visitors reach for that credit card without hesitation.

Once you’ve got your site up to specs to sell like a well oiled machine, it’s time to give some thought to your keywords. What will customers search for when they are looking for your product? Keep in mind that when it comes to PPC you want to make every click count, so it is usually better to go with targeted phrases rather than generic terms. There are a number of free tools online that you can use to dig for keywords, for example the Google AdWords keyword tool. If you are advertising on a contextual or social network you will likely be bidding on categories rather than keywords, however the same principles apply.

A word about profit margins. When promoting any product via PPC it is important to consider your expected profits. How well your visitors convert into sales and the amount you earn per sale are just a couple of criteria to consider before you place a bid. This probably seems like common sense but you’d be surprised how many marketers fail to truly take this seriously and get caught up in mindless bidding wars!

Your PPC ads should be written in a way that stands out from the competition and grabs the browsers attention. After all you only have a few seconds to get them to notice your ad. Again think about your product. What are people who will buy your product looking for? What makes your product better than all of the other choices out there? It is a good idea to write up 3 or 4 different ads and rotate them in your campaigns to see which one gets the better response.

When people ask me how they can get targeted traffic to their website, I often answer back with a question. What have you been, and what are you doing now to get targeted traffic and visitors to your site. I’m always complete surprised by all of the different methods people use, often costing them hundreds if not thousands of dollars in memberships and fees. Equally as surprising is that most people don’t ever consider the positive effects of forum marketing.

Forum marketing in my opinion, is one of the best ways to get really targeted traffic to your website. What are forums? Forums are online communities where people with the same interests or hobbies get together and chat. You can think of it as a sort of digital message board. You create an account, post a question or comment on a topic, and others can respond to you. It’s being part of the conversation. And you’re having that conversation with like minded people who are interested in exactly the same thing. In fact, with enough work, it could easily surpass many of the often used marketing methods.

What better place to engage potential customers or clients than on a forum what is right on the topic of the product or service you are offering? I can’t think of any better way to actually talk to your potential customers. Rather than making a sales pitch to them, you can engage them by asking questions. What they like or dislike about a product or service. How they would make it better or what they would need in order to choose one service or product over another. The responses you’ll get will often surprise you, and give you a truly unique insight in to the minds of the people you are trying to target. If you’re on a video game forum for example, and see that a lot of people are looking for a specific accessory for a game system or perhaps a game they’ve wanted for some time but can’t find anywhere else. You can find the products they are looking for, chat with them about the products, and then ask them to visit your online store, where you have that product in stock.