With the entire world trimming the fat off of budgets, marketing and pay-per-click cash is being limited in every sector–it doesn’t matter that PPC is often the best ROI of any online marketing tactic.

Here are some tips inspired by Alex Porter on how to squeeze every penny out of what budget is left.

• Diversify — You should be using more than just Google, so take a look at Yahoo, MSN Ask and even some Tier B engines.
• Negative Keywords — Keep an eye on traffic, bounces and irrelevant searches that end up in worthless clicks. You should be using negative keywords to prevent your ads from showing up on these bogus searches because you’re paying for nothing.

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