While waiting for Search Engine Optimization, some website owners may do pay per click advertising since they do not want to miss the business opportunity if their search engine optimization needs to take quite long time. However, some of them say that their pay per click advertisings do not give them any sales or conversion even their campaigns are set up and working properly. However, doing pay per click advertising is not just creating the campaign, adding keywords, writing creative ads and making ads display when selected keywords are queried. You also have to something to support your PPC campaign. Let’s see what you can to do.

- Website Contents : First of all, your website contents have to be relevant to your bought keywords so if your website do not have any contents that are related to any of your selected keywords, you need to create some or hire a copywriter to do it for you. Let’s say you sell mobile phones via your website and iPhone 3G is quite new and very popular so you add any ‘iPhone 3G’ related keywords to your PPC campaign. However, you have not written and put any contents about ‘iPhone 3G’ in your website. When, users click your Ads generated from any ‘iPhone 3G’ related keywords and they do not find anything about ‘iPhone 3G’, they may leave your website and you will waste your budget.

- Landing Page : The landing pages should be specific to the keywords or creative ads. What you should not do is using Home Page as a landing page for all keywords and creative ads in your PPC campaign. I will use ‘iPhone 3G’ as an example here again. If one of your ads talks about ‘iPhone 3G’, the destination URL should be the page that talks about ‘iPhone 3G’ only. This page may have the descrition of ‘iPhone 3G’, price, images and probably some users’ experiences about ‘iPhone 3G’.

- Website Fucntions : When you sell your products or services via your website, you should check if any functions that support your sales like booking engine, shopping cart, payment system or contact us form are working properly or not. If they are not working, you have to fix them before doing pay per click advertising. Otherwise you will waste your budget since when customers come to your website through any of your PPC Ads, they cannot complete the transactions.

- Customers’ Behavior : Importantly, you should know your targeted customers’ behavior since it can help you effectively manage your pay per click campaign. For example, you should know the time when your customers normally surf the Internet so you can set your ads to be shown at that time. Moreover, you should know the terms that your customers use as keywords so you can choose the right keywords. For instance, people in UK and people in USA may use different words for the same thing.