What exactly is the Sponsored Advertising or PPC process? I will provide a PPC process that is compatible regardless of which search engine you target. I would recommend utilizing this PPC process with Google as the Google search engine property represents a strong percentage of the available PPC traffic market. Various types of search engine properties draw different types of audiences and you can expect a metrics variation and/or you may discover that different keywords convert differently (as the nature of the target audiences are dynamic.)

Follow these steps to ensure highest quality of results from Sponsored advertising (PPC) and enable your identification of individual keyword and/or keyword phrase conversion for your Web site:

1. Campaign must be goal orientated. What is the purpose of this PPC campaign? What type of result are you looking to accomplish? Most importantly, what size of expenditure are you prepared to invest to distinguish converting keywords from nonconverting surplusage? Small to medium sized businesses need to generate an average of 2,500 click-throughs to your web site in order to collect relevant data. This traffic data will enable a determination of how your Web site conversion corresponds with the keyword selection. If you utilize a testing which incorporates a large list of keywords then a higher traffic generation will be required to procure more reliable results.

2. Keyword selection process. Individuals commonly begin with a minute keyword list. Begin testing 75-100 keywords and/or phrases as you truly have no idea which keywords will actually result in conversion. As a business owner, whom knows their particular offering, their target audience, etc... I understand that you may feel you already know, however, the scientific measurement of the traffic generated and the results from that volume will be more trustworthy. Afterall, opinions mean little when a business' success is in jeopardy. Minimal traffic means minute conversion, if any, which relates to menial customer base and equals a business with no value!

3. Incorporate keyword tracking tools. Overture and Google AdWords provide free tools for tracking keywords. Unfortunately, their systems are limited as these tools provide a means to track single call to actions, while many Web sites have a variety of calls to action marketed toward their target audience.

I would recommend you begin learning these methodologies here, for free, and as you progress consider alternative paid keyword tracking mechanisms. When you're ready to engage further,"Google it" you'll be searching for "ad tracking software" which will meet your particular needs.