As with any advertisement, a PPC advertisement needs to be crafted in order to produce effective results. There are no known single method that will produce the best result, and hence each advertisement has to be carefully crafted based on the needs of a company. Developing an effective PPC marketing campaign is very time consuing and costly work if started from scratch. Please use the following tips from the pros to save time and avoid wasting money.

1. Contextual Ads (also known as content ads), such as Google AdSense, do not generally produce a good ROI as compare to search Ads. For starters, turn off the content Ads completely or only bid a small fraction of your search Ads.

2. Bid on targeted phrases with less competition. General keywords are more expensive and usually produce a lower conversion rate. Use targeted keywords with phrase or exact match instead of broad match. To place a phrase match, place quotation marks around your keywords.

3. Increase your Ad conversion by tracking your campaign using A/B split testing, and multiple landing pages for greater consistency and relavancy.

4. First position isn't always the best. The #1 position will generate more clicks, but not necessarily a good conversion rate. A number of studies show that search positions in #3 to #5 positions generate a better conversion rate than positions #1 and #2.

5. Use second-tier PPC search engines such as kanoodle, findwhat, epilot and enhance. Bidding on popular keywords in Google and Yahoo can be very expensive, but the same keywords will cost a lot less on second-tier search engines. Those second-tier engines will generate less traffic than the incumbents, but they are cheaper.