The challenge of making money with PPC is adjusting ads to produce the best conversions. Slightly altering certain aspects of a pay per click ad can drastically improve performance.

Smart advertisers will pay special attention to the following to ensure success in a pay per click search engine:

Ad Text
Good copy gets clicks. It's as simple as that. If you have written terrible text in your ad don't expect people to want to click on it. Using action words and strong marketing statements can improve ad performance. The more enticing your ad is the more it will be clicked on. Besides the obvious benefits of having an ad clicked on, how often an ad is clicked factors in to determining the rank in PPC search engines like Google.

Ad Placement
Does your ad do better in the #1 spot or in the #4 spot? Not all ads perform the best as the top ranked ad. You may be able to save precious advertising dollars and clicks by shooting for a lesser ranked ad that still shows up on the first or second pages. The beautiful thing about pay per click is you don't have to be #1 to make good money and see positive results.

Keyword Performance
If you have bid on several keywords you should track the performance to determine which keyword searches your ad gets higher conversions through. Also consider which keywords are used in the actual text of the ad. Does the use of certain key phrases in the copy seem to improve conversions?

Track the changes and alterations you make to your ads so you can easily see which ads perform better. Post multiple ads with the same text and different targeted keywords, or with different text on the same keywords, to compare performance. Determine which ads have the highest click thru rates. Continually better your ads until they are reaching high conversion rates. Fine tuning will pay off.