Here are three ways to make sure that your pay per click ads bring you referrals, conversions and profits rather than a big bill from a pay per click engine.

First of all make sure that your ads contain relevant search phrases. Test them out to see if they get any hits before you put them online. What you think is a unique keyword might actually be a real dud. Also you never know when a keyword becomes so common that it brings you tons of untargeted traffic or when your competition is using the same one. Often the expense of a single keyword can tell you a lot about it.

Don't cram too many keywords into one ad. Instead build a single unique ad for each keyword phrase. Studies have shown that using one specific targeted phrase is a better idea than keyword stuffing into one ad. Also if your ad is targeted a non-paying surfer is less likely to click on your ad.

Send visitors to the page on your website that directly relates to the ad. If they don't reach that page directly through the URL link on your pay per click ad you will probably lose the customer and end up paying for the click anyway.

Enrolling in a pay-per-click program can be profitable for you even if you don't have a big budget to run a pay per click account. The key is in your ability to strategize and write your advertising copy in a way that both search engines and people searching for your product or service find attractive.