Some useful tips for using pay per click programs:

1. Develop a sound strategy: Strategy is important for all businesses alike and for managing pay per click program as well. You need to decide who your targeted audience is.

2. Filters: Top publishers help you to filter your search based on various parameters such as geographical location, time of the day, day of the week etc. These filters can be used to filter out those visitors who might not be too promising to make a purchase on your website.

3. Go for reputed publishers: Though you may need to shell out a higher amount of money when you go for big players in the pay per click market, you can feel assured that you will get full value for each penny that you spend on a pay per click program.

4. Target your advertisements smartly: You should design your ads smartly so as to appeal to different groups of visitors alike.

5. Check out the features of different pay per click programs: Different publishers tend to provide some exclusive features. ou can check out the details of pay per click programs offered by different publishers and decide which of them are useful for you.

One helpful trick is to include your keyword in your ad copy whenever appropriate. By including keyword reinforces the relevance of your ad to the searcher and will help them see the value in your offer.