How to get success?

PPC advertising is an internet marketing method which generates instant traffic to your website. However, unlike Search Engine Optimization, pay per click advertising requires investment without being able to guarantee a return.
Visitors may click on your site but this does not mean an automatic sale, order or lead. PPC campaigns require focus, attention and need to be regularly monitored to stay effective.

Some Basic Tips for Pay Per Click Campaigns:

• Make a sensible budget for your PPC advertising campaign. Spend per click must be less than profit per click. Cost Per Acquisition/Lead/Sale must be kept in mind. Once the campaign has been launched, the number of leads or sales generated can be reviewed to ensure the campaign is going on the right track.
• Make separate Ad Groups & ad copies for particular set of keywords.
• Bid & Position for keywords & ad copies must be monitored on regular basis.
• Choose specific keywords relevant with your website. Broad and non-specific terms must be avoided.

I have summarized some more tips in one of my SEO Blog, key points included are:

• Appropriate Keywords for PPC Advertising
• Budgetary Limitations for PPC Campaign
• Wording Your PPC Advertisement
• A Perfect Landing Page
• Testing the Ad

You may read them also in detail at my blog post for PPC Advertising Tips

Besides the Benefits, PPC however has some drawbacks also:
Junk Traffic sent to your website via some less known Search Engines and Click Fraud is the major drawbacks in Pay per Click Advertising. It does not offer you discount if your site gets more traffic i.e Cost Per Click will remain the same. Advertising Budget must be agreed and bid price per keyword must be confirmed so bid wars are avoided and you don’t go over budget.