1. Bid on targeted keywords. The success of a PPC campaign is dependent on the keywords that you bid on. Bidding keywords that are less than targeted will give you poor results. If you run an air conditioning company that only do commercial air conditioner installation, you shouldn’t bid on keywords that home owners will search for.
2. Sell a product/service that gives value to your prospects. We have seen advertisers who get a lot of clicks from PPC advertising but have mediocre sales. One of the reasons is because their products or services lack uniqueness. You need to pitch the unique selling propositions of your product or service on your website to improve sales conversion.
3. If you wish to advertise on Content Network, change your bid. You can make your ads appear on websites that are partners of the search engines. Although you can get a lot of traffic from it, the content network tends to convert less when compared to showing your ads on the search network. Therefore, you should always bid lesser for content targeting as it converts less when compared to the search network.[ad#inline-ad]
4. Optimize your campaign on a regular basis. The most common mistake that several PPC advertisers do is that they don’t optimize their campaigns. They use only one ad group for all keywords and don’t conduct regular split testing of ads. Although optimization of a PPC campaign is time-consuming, it’s definitely worth the time as you’ll see your click-through-rate increases.

Keep these tips in mind and you should be able to run a profitable PPC campaign.