Pay per click advertising methods are becoming increasingly attractive to many companies that want to promote their business on the Internet. Unlike organic search rankings, which take time to develop, pay per click advertising with Google Adwords can place your business on top of search engine results immediately.

You may have to spend a considerable amount for PPC, but you can get a significant ROI, if you do things right. Here are the essential steps for starting your pay per click campaign.

Step 1: Set your budget. Pay per click programs such as Google Adwords have an option to set a daily budget. This allows you to pay only for what you want at any given time, and can be valuable in tracking where your marketing budget is really going. Set your budget fairly low when you first begin to see what type of interest you are generating, and then start paring it down. Alternatively, you can invest a lot of money in your PPC campaign and approach several different markets with different PPC ads to see what works, and what doesn't.

Step 2: Identify your willingness to take on risks. Boris Mordkovich, in his book "Pay Per Click Search Engine Marketing Handbook" states that PPC campaigns are less risky than traditional tri-media campaigns. However, he adds that search engines provide different ROIs. The ones that do offer a higher ROI may cost you more, so you need to decide beforehand what types of risks you are willing to take.

Step 3: Select your keywords and key phrases. Most PPC programs offer free tools and resources to help you narrow down the keywords that are most appropriate for your niche. Keywords are the backbone of every pay per click campaigns. Selecting the wrong keywords can be disastrous to your campaign so you need to spend some time to make sure that you get the right keywords. Setup some split tests to see which keywords bring you the most results.

Step 4: Reviews your reports. Most PPC platforms provide a convenient reporting tool that gives you the ability to adjust your campaign based on the metrics you gathered so far. Reports will usually include the number of clicks for each keywords, the time of day your ad was clicked, and the location of those who clicked your ads.

Step 5: Tweak your ads You can get a better return on your investment by pruning sub-par keywords from your list and focusing your resources instead on those that brought in the most traffic and sales. This list of keywords will allow you to focus more on creating and optimizing your ad copies.

The secret behind every successful Google Adwords campaign is through optimizing your campaigns by testing and tweaking. These five steps provide a basic blueprint that anyone can follow to create an effective Pay-per-click campaign.