The first step is to limit the PPC advertisements by bypassing the broad match option. Instead, you want to limit the appearance of the ad only to searches for the exact keyword phrase. In Adwords, this is known as the “exact phrase” match. To designate it, you simply place brackets “[]” around the keyword phrase. Second, you need to track traffic originating from the ads. This can be done using tracking tools on your server or through the tracking options offered by each PPC platform. Regardless of your choice, the resulting data will give a much truer picture of the value of the particular keyword phrases.Nothing is more aggravating then getting top rankings, but miserable conversions. The only way to beat this problem is to test, test, test. Using PPC campaigns at the outset of an Internet marketing efforts can save you a lot of headaches later on.