Entrepreneur.com just posted an informative article on putting the "pay" back in pay-per-click. The entry offers great tips on delivering conversions --not just click-throughs which can add up for new publishers.

The article outlines several different factors that contribute to poor conversion rates.

The most critical seems to be "Click Fraud"

In our experience, some of the smaller PPC search engines deliver clicks but no conversions. Check the clicks-to-conversion stats for every search engine you use, then stop using any where the results are seriously out of whack compared to your PPC performance on the other search engines.

Other culprits include:
-Content networks
-Lack of keyword research
-Scattergun ads
-Irrelevant landing page
-Sticking with the same old ad

Continue reading to learn more best practices to PPC advertising here.

In-Image Advertising – an online ad solution that overlays advertisements over relevant images.

Impression – a single appearance of an advertisement loaded on a website (advertisers sometimes do not count reloads and other “nonqualifying activity”).

Cost Per Thousand Impressions (CPM) –measurement that depicts the value of an online marketing campaign proportional to the amount of site traffic.

Cost Per Click (CPC) – the amount of money paid by advertisers for a single click on their ad.

Pay Per Click (PPC) – model in which advertisers pay publishers only when their advertisement is clicked.

Return On Investment (ROI) – the percentage of profit advertisers earn from a marketing or advertising campaign.

Rich Media Ads – interactive media technology used in online advertising, including streaming videos and applets.