PPC or pay per click marketing is an efficient way of driving highly targeted traffic to a website. It is also a fantastic medium of reaching a large number of people across many countries. However, you have to pay for every click a viewer makes on our ads, and you never know whether or not they are going to actually going to make a purchase. So you see it is difficult to turn potential customers into actual customers. But proper management and optimization can make you fortunes provided the cross country visibility of these ads.

Search engine web marketing is a complex process, and proper knowledge is of topmost priority before even thinking about starting one. So let's look at some of the major do's and don't s of PPC marketing:

Do's

* Relevance: For an effective campaign the search keyword targeted by you and the page that the visitor ends up must match. If they find to be irrelevant, then they will immediately steer away from your site and you will lose your money.

* Research: Proper research is also a major part of PPC marketing. Without knowing what the visitors are looking for, proper keywords cannot be targeted, and hence there will be little or no traffic to your site.

* Different campaigns for different countries: It is important to set up separate PPC campaigns for different countries, as not all products are relevant to all countries, and people of all countries are not looking for the same thing.

* Tracking: PPC campaigns are never effective without tracking. It is important for you to know what are the plus and minus points of the campaign, and which keywords are generating better clicks than others.

Don't s

* Irrelevance: This is a common problem among marketers. Often, people looking for a certain product click on an ad, but lands on an irrelevant page. This is considered as spam by the search engines, and never proves to be beneficial, as no sales occur.

* Use of general keywords: Keywords always need to be specific in order to attract potential customers. There is no use of bringing a visitor who want a Ferrari to a page who is looking for a Mercedes. They are never going to buy the car, and you are going to waste your money. So, here use 'Mercedes' instead of the keyword 'cars', which is general one.

* Use of unappealing words: This is a major problem of many sites that contributes towards loosing customers. Words play an important role in persuasion, and a site without great language is of no value. It proves to be beneficial to hire a pro for copywriting.

* Clumsy Design: Often times, sites appear unappealing and clumsy, and even takes time to load because of the complex codes and huge number of images in the page. It is to be remembered that people are busy, and are not willing to waste their time on your site. Instead, keep your landing page sleek and simple, use short paragraphs, and make sure it loads quickly, by keeping the code simple.