PPC pay per click is an effective way to increase your turnover; it is one of the best ways to advertise your business and drive sales and traffic to your website.PPC or pay per click ads are a way of buying visitors to your website by bidding on advertisement placements among the search engine results for specific keywords. You can take your own PPC advertising campaigns. It is a common misperception that PPC campaigns are easier to run then search engine optimization. In order to keep the ROI of a PPC campaign high, your company needs to invest significant time and effort into analyzing the campaign, managing bids, and writing new advertising creatives.SEO requires time and experience but PPC requires time, experience and constant flow of money.PPC is also an effective way to get exposure for highly competitive keywords.PPC can start driving traffic to your sites before your SEO takes effect. Both SEO and PPC need keyword exportation as a part of preparation stage. As good keywords are the single most important circumstance in all SEO whether it be PPC or organic.

Here are some major PPC factors that you need to be considered :

Negative keywords

Negative keywords are things that you don’t want to show up for. Having a comprehensive list of negative keywords will help to bring more qualified traffic to your site and reduce waste.

CTR (click through rate)

Whenever your PPC ads appear on the search engine results it is called an impression, everytime someone clicks on your ad it is a click through. And the ratio of impressions to click through is called your click through rate. It is one of the important factors for any campaign. It means your ad is showing but not getting clicks, if your CTR is not good it means your campaign is lacking some points like bidding is not good or your ad is not optimized properly.

Conversion

If you are not getting good conversion in compare to click. It increase your conversion cost and make bad effect on your return on investment (ROI).On this condition you need to improve your landing page and optimize your conversion also.

Reporting

And the last point to remember is that you should report and review your ads performance continually.