To increase website conversions with PPC keyword marketing, this may be needed

• give serious consideration to outsourcing pay-per-click keyword marketing as it's very time consuming and requires a number of pieces of software to do it correctly
• research what keywords will best match the site audience and content. If the site's target audience isn't known, figure that out first.  (to research popular keywords and keyword phrases, start by looking at http://inventory.overture.com/d/searchinventory/suggestion/ and at http://www.wordtracker.com)
• optimize the keyword and bids, determining which keywords are working and which are not. Sometimes rewriting the description or changing a word or two will make significant differences in click rates.
• analyze what keyword-based visitors are doing on the site once they get to the  keyword landing page (the page the keyword takes users to on a site). ClickTracks.com and other like companies offer higher end software solutions for PPC campaign tracking, user path tracking and ROI (return on investment) statistics -- all essential pieces of an effective PPC campaign.
•  work and rework your keyword landing pages to maximize click throughs. Don't just send all of the keyword visitors to a front page. Send them to specifically made landing pages that are designed to get the user to click further into the site and ultimately travel to a conversion page.
• work and rework the site's architecture, presentation, strategy and language to maximize conversions (don't be afraid to change the site's content instead of thinking its the keyword's fault that website visitors aren't converting.)
  

Ensure that whatever changes are made to a site, reflect the needs, interests and desires of the target audience.  Be creative and innovative, willing to try new concepts and ideas. Online ministry is unavoidably different than face-to-face ministry, resulting in the need for new strategies and new ways of presenting Christ.  This is the power and opportunity of the internet.

Excerpt from a clickz.com article on this subject:

"Online marketers are so busy fiddling with PPC search advertising campaigns, they've lost sight of their bigger problem: Web sites with low conversion rates. Pursue a strategy for conversion enhancement first. A site can double -- or triple -- the PPC search advertising campaign with great effectiveness. Anything else is inefficient and sloppy."