• Get the right keywords - If you want to succeed at a PPC campaign, then you need to target and bid for the right keywords. You have to bid for keywords that directly relate to your products or services. You can use Google's keyword tool(https://adwords.google.com/select/main?cmd=KeywordSandbox) or Overtures keyword suggestion utility ( http://inventory.overture.com). These tools will enable you to know how popular the keyword you have chosen is. Do not try to be imaginative - consult the appropriate tools.

• Marketability of keyword - It will be a good thing to mix your keyword themes. For example if you sell car paint, you can bid on the keyword "car paint" and then bid on "car paint review" as well. This way, you maintain a balance between people searching for car paint and researchers who are curious to know about car paint. You can win conversions from both sides.

• Frame your keyword phrase for target traffic - Endeavor to qualify your keyword so that only qualified people click on your ad. You would appreciate that, PPC economy demands that you always control the people who click on your links. If you have the wrong clicks, then you pay for no conversions. For example, if you sell jacks for trucks, be sure to state that in your ad. For example, you can write "truck jacks" or "jacks for trucks". If you simply state "jacks", then people looking for jacks for sedans will click on your links but will not buy from you.

• Write effective ad copies - You will have to write effective and attractive ads to make people click on your ads. The ads should spell out what you offer for sale and how it will benefit the consumer. For example if you sell a software that allow people to be notified of real estate listings, then you can write " Get listing notices before your competitor does". It will be infective to say "software for real estate listings". It's advisable to include your keyword in the title of the ad.

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