#1 – Get Focused, Think Narrow. When you’re paying for every click, a one size fits all effort just to get your website some “exposure” is guaranteed to do one thing: break the bank. PPC campaigns that zero in on specific, targeted objectives – like getting opt-ins or generating click-throughs to a specific product – are always more successful.

#2 – Do EXTENSIVE Keyword Research. Sure, broad-based keywords such as “golf clubs,” “dresses,” or “cars” are searched more often. But the bids for such terms will also be through the roof and rarely generate sales. Focus on more specific, niche-oriented keywords in two, three, and four-word combinations, and keep trying to think of related keywords. They’ll always tie in better with specific searches made by a buying audience.

#3 – Work Hard on Your Ad Copy. Ad writing is part science and part imagination. It’s not easy to write ad copy that adheres to Google’s standards AND grabs the attention of a searcher with a problem or a passion. So put yourself in the searcher’s shoes. What are your audience’s hot buttons? What’s driving them to search those keywords?

#4 – Test! Ad copy, display URL, placement of keywords in your ad, landing page layout and colors… test all these things and focus on conversions and ROI (Return On Investment). Be prepared to let the marketplace tell you what combination generates the highest conversions.

#5 – Forget About Number One. Decisions, decisions… how much to bid? There’s no “right” amount or magic formula, but obsessing about being number one is a waste of effort and money. Being number two through five will get your ad “above the fold” on most user’s screens, and that’s what really matters to start. If your click-through rate is sufficient, Google will bump up the placement of your ad.

#6 – Think Conversions, Not Clicks. PPC marketing is a business model. So from a business perspective, it’s not about the clicks, it’s about the sales. Does your visitor sign up for your newsletter? Does the visitor make a purchase? Of course you have to focus on click-through rate to keep your ad performance acceptable in Google’s eyes, but what matters to YOU is whether your ads turn into sales, or sign-ups, or leads. If clicks are high but conversions are poor, look for the cause.

#7 – Watch Your Budget. Beginners aren’t the only ones who need to monitor their ad spends. In today’s PPC environment, you usually have to lose some money on a campaign in the early stages – That’s the price you pay to discover what really works. But once it’s working, it’s just smart business to check your campaign reports daily and keep a close eye on conversions and ROI.