It’s tempting when beginning a PPC campaign to pick an extremely popular keyword or topic and begin shelling out to get yourself ranked for it. Pick narrow, long-tail key phrases to go after that more accurately depict what you actually provide and the needs of the people you’re specifically targeting.

It’s even more tempting when you begin with PPC to want to jump right to the number 1 position. However, in most cases your costs are going to run rampantly out of control and you’ll never be able to catch up to them. Instead, achieving a mid to high ranking on the first page will keep your costs down, enabling you to receive more traffic and sustain your presence longer.

Nobody ever launches a PPC campaign and leaves it untouched while reaching great levels of success. Like with search engine optimization, effective PPC management means that your campaigns always need to be watched, analyzed, tweaked and sometimes restarted or abandoned altogether.

Some people new to the world of pay per click spend hours adjusting an advertisement’s text and then completely overlook the optimization of the landing page itself. Your landing page may actually be the most important piece of your PPC efforts, and each of your campaigns should have a highly focused, carefully optimized landing page to direct to.