"Before you start, think about what you want to achieve," Lake counsels. "Are you trying to sell a product, drive traffic to your website or get subscribers for your e-newsletter? what you want will determine your expenditure and which search phrases to bid on. Then you just follow simple steps."
Work out your goals. Do you want to make more sales, encourage sign-ups, increase enquiries? Be clear about your aim.
Decide which search engine to advertise with - Google AdWords and Bing Ads are the most popular. Sign up and create an account.
Select keywords that reflect what someone would type into a search engine when looking for your product.
Set your bid for different keywords and select your daily, or monthly, budget.
Write your advert and link to a relevant landing page on your website which makes a purchase quick and easy. Include a description, price, shipping costs and a click-to-buy button.
"Think about the buyer's journey," advises Lake. They'll go from searching for something general to getting more specific in terms of makes, models and colours. This is when they're ready to buy, so bid more on phrases that maximise your chances of making a sale.
Keeping tabs on your pay-per-click campaign
Using online tools from your search engine can help you to meet your marketing goals more effectively. Their free analytical tools will enable you to see exactly where your visitors are coming from - whether that's from pay-per-click adverts, regular search engine listings or referrals from other sites.Knowing which channels - and which search phrases - are successful will help you refine your approach and direct more resources towards methods that work for you."Once you hit on a successful formula for converting interest into sales, spend more," Lake urges. "Pay-per-click is like a supermarket putting fruit at the front of the store - you put the right thing in front of people at the right time," he concludes.