With banner ads, pop-ups, skyscrapers and rich media, the options for advertising online are endless, and choosing from among them daunting. Save yourself from guessing by investing in a pay-per-click (PPC) campaign, which experts agree is among the most effective means of advertising online.

PPC ads – also called cost-per-click (CPC) – allow you to pay only for click-throughs (the number of times a consumer actually clicks on a link to your Web site) rather than impressions (the number of people who see the link, whether they click it or not). PPC is effective, but it's still tricky. Make sure you do it right by hiring a PPC consultant to help orchestrate your ad buys. The consultant can help you decide how best to:

1. Get more traffic
2. Attract better traffic
3. Convert visitors into customers
4. Profit from your advertising investments

Action Steps
The best contacts and resources to help you get it done

Evaluate your needs

PPC advertising has grown tremendously in recent years. And with that growth has come a more complex web of choices and greater competition for potential customers. Hiring a consultant to help you make the most of your Web ad dollars is a good idea.

I recommend: SEO consultants often handle PPC campaigns, so start your search for a consultant at the SEO Consultants Directory, which lists a select group of 155 Internet marketing professionals worldwide and includes tips on selecting one that's right for you.

Search the Internet

The best place to begin your search for a PPC consultant is online, where the smartest consultants are practicing what they preach.

I recommend: Search for consultants nationally at Verizon's SuperPages, or locally at Switchboard or YellowPages.com.

Get referrals

Ask for suggestions from an industry peer or a colleague who already uses a consultant.

I recommend: Contact the International Internet Marketing Association or the Internet Marketing Association for their recommendations on finding and choosing an Internet marketing professional.

Compare candidates

Get the most for your money by actively comparing consultants' services and rates.

I recommend: Compare PPC consultants by soliciting free price quotes from VendorSeek, which allows you to search online for the services of pre-qualified vendors that suit your business needs.

Set goals – then ask for results

Ultimately, successful PPC campaigns rely on careful measurement of ROI. Select a consultant who can help you set realistic goals and who will help you track results.

I recommend: Find out what solid PPC ROI looks like by playing with the Pay-Per-Click Advertising ROI Calculator at Bplans.com.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  Before settling on a consultant, ask for — and check — references.
• •  Select a consultant with whom you can work closely to execute your ad campaign; the best consultants will include you in every decision, from selecting keywords and search engines to making Web site revisions and redesigns.
• •  Make sure your consultant understands the difference between quantity and quality; the goal in PPC advertising is 'quality' traffic, which translates into more visitors who actually become customers.
• •  Make sure your consultant builds unique ads for each search term you purchase; ads that are aligned with specific search phrases receive more clicks.