Running a pay per click campaign can be a valuable, fast source of online sales – but it can also cost you a lot of money if you don't know what you’re doing. Many pay per click newbies do the following:

• They sign up with a pay per click search engine and start their pay per click campaign.
• They get lots of traffic, lots of clicks and pay lots of money.
• They don't make a single sale.

That's not how it should go - you can make tons of sales using pay per click advertising. I have several websites that ONLY receive pay per click traffic and they make sales on a consistent basis.

The problem is that you have to know what you're doing. With that in mind here are 3 quick and easy tips to help you get the most from your pay per click campaign:

Tip #1: Pull Them In With An Attention-Getting, Optimized Title

Your web site title is the first thing the searcher sees. Make sure it matches what your web site offers or else you'll tick your searchers off - and that's not a good way to start a potential customer relationship!

(How many times have you been looking for something and clicked on a title only to find a porn site or a get-out-of-debt-fast site...talk about bad Internet etiquette!)

Also, try to put the relevant, most popular keywords in the title. Titles with keywords in them have been proven to get up to 50% more click-throughs.

If you can, write a title that lists a benefit to the customer or evokes curiosity. Titles with benefits will pull more click-throughs than stale, factual titles.

“Shed Pounds Fast With Celebrity Diet Secrets” will always beat “The Diets Of Famous People”. One lists a benefit while evoking curiosity – the second just evokes minor curiosity.

Test different titles and see which ones pull a higher click through rate. You'll eventually find one or two titles that pull in the most clicks (as well as the most sales) and you'll probably want to stick with those.

Tip #2: Use Your Description to Pre-quality and Pre-sell

This is also a way you can further 'pre-qualify' your traffic. You don't want to spend money on people who don't fit your perfect customer criteria so be as specific as possible about what your website offers them.

Don't just say "A website that sells a variety of cheesecakes" Pre-sell and pre-quality your traffic with a description like:

"Gourmet New York Specialty cheesecakes sold exclusively online. From Chocolate Brownie Cheesecake to Bailey's Irish Cream Cheesecake. Check out our online catalogue if you want to serve your guests something heavenly!"

Makes your mouth water already doesn't it? And chances are that someone only looking for a free cheesecake recipe won't click through so you've prequalified your traffic and your conversion rate will go through the roof!

Tip #3: Think 'Niche' with your keywords

Unless you are Weight Watchers or Jenny Craig, chances are you can't afford to spend $5.00 on the word "diet". That's ok - you don't have to.

You can pick up a huge variety of more specific keywords that probably very few pay per click competitors have bid on (for example, what about 'heart healthy diet'?)

Just make sure to do your homework and remember to get the misspellings people use also.

So those are 3 tips to get the most from your pay per click campaign. By grabbing customers with an attention getting title, prequalifying them with a detailed description and choosing niche keywords, you’re sure to get ready-to-buy traffic for pennies per keyword.

Good luck and may you make millions with your online business!

About The Author

Kate O’Neill is chief editor for Pay Per Click Advertising – a website dedicated to helping you run a successful, optimized pay per click campaign.