Plan your campaigns around your business needs
Before you begin your PPC campaign, set specific a goal and structure your campaign around that goal.
Write effective ad copy
Consider your goal, your audience and what you have to offer. Highlight what makes your business unique. If you have something special to offer, make sure your customers see it. Include at least one of your keywords in your ad text. Successful text ads tend to contain words that match a person’s search.
Select keywords that match your ads to potential customers
Keywords are what we type in when we are searching for products, services, and answers on the search engines. Pick the right keywords and use keyword tools for ideas. Cut any that are irrelevant, unclear or generic. Tools: Google Keyword Tool, Word Tracker. Weather using PPC or organically building your site′s awareness, choosing the right keywords is the foundation of good SEO.
Choose a bid amount that works for you
Control your costs with your daily budget and maximum cost-per-click. The budget you choose is entirely up to you and you can adjust it at any time. Go with a budget and bid amount that you’re comfortable with. After your ads have run for a while, evaluate which keywords are more effective in bringing in sales, using reports in your account. Adjust your bids to spend more on keywords that are proven to work.
Create three to four ads per ad group–trying out different messages to see which performs the best with your customers. PPC takes patience and, even for the experts, takes time to quantify results as ads are tweaked and statistics are collected. PPC management is a constant game of analyzing the results, and continued strategy development.