[This is a guest post from Selena Narayanasamy. Follow her at @esvienne.]
PPC, or pay-per-click advertising is a hugely successful concept (originally) from Google. Pay only when an interested visitor clicks on your ad. The system allows for an incredible amount of control compared to other advertising mediums, and can be tweaked to perfection (if you are willing to spend some time on it).
The biggest challenge of PPC marketing is to maximize ROI – and as such it has developed into a science. Besides keyword targeting and ad copy, there are a number of additional factors that can be tweaked to increase PPC conversion rates: