Now that you have a strong plan, good copy, and a well-designed landing page—you’re almost ready to launch your campaign. When you do so, Google will ask you for a number of specific settings that affect how your campaign will run. As you’ve gone through the previous research and implementation steps, you’ll already have answered most of the questions relating to your campaign settings; now it’s time to apply them.

Defining your audience is an important first step in working out the underlying strategy behind your PPC campaign. Answering questions about your target audience will often reveal broader insights that can be used across the board, throughout your campaigns.

Keyword groups are a vital component of a successful search marketing plan. By grouping keywords effectively, you increase relevance and improve pay-per-click ROI.

Having a unique and creative ads can help you in increasing the number of clicks.

Improving click through rate can achieve a variety of things, but most importantly, optimizing CTR can lead to higher ad positions and cheaper click costs. We know this because CTR is one of the elements the Ad Words system considers when calculating Quality Scores. Therefore, since Ad Rank = Quality Score x CPC bid, higher QS’s allow advertisers to maintain optimal ad positions for less cost. So if saving money and gaining more visibility are of interest to your business and/or client, then this article is for you.

The tree view is the top level for navigating through your account. Use the tree view to select the account, campaign, or ad group that you want to edit, or use the account tree shortcuts, so that we can monitor all campaign and their outcome easily.

Conversion Tracking is a tool that shows you what happens after a customer clicks on your ads -- whether they purchased your product, signed up for your newsletter, or filled out a form to receive more information. By tracking these actions, known as "conversions," you'll know which ads, keywords and campaigns bring you business. This helps you invest more wisely in the best ones and, ultimately, boost your return on investment (ROI).

Keyword Quality Score has a major impact on both the success and the costs of your pay-per-click (PPC) marketing campaigns. High keyword Quality Scores mean you end up paying less for more ad exposure and higher conversion rates.

Ad extensions are another great way to improve upon existing click through rates. Essentially, these help your ads become more visible by taking up more real estate on SERPs, but they also enable your ads to reveal some of the specific products/services offered by your business or client. This tactic can improve CTRs because your customers can more easily find what they are looking for by simply clicking on the particular link they’re interested in.

Google assess the quality of your ads and rank them according to your competition. There may be 2 or 3 positions or more. The more relevant your title, content, and URL are, the higher the quality of your ad. Also, higher quality ads are shown more frequently (have more impressions) and have higher conversion.

Increase in quality score, landing page relevancy, CTR value, ad relevancy will help us to decrease average CPC value. It’ll help us to drive more traffic in same investment.

One good thing about having all three match types is the ability to test each keyword match type against each other to find out which one is cheaper, has a better CTR, and drives more conversions than the others. Usually, through testing, you can find out which match types work for you and which ones don’t.

Negative keywords allow advertisers to block unwanted search queries. For Search Campaigns, these search queries are added as Negative Keywords and ads will not be shown for these terms on Google search and search partners sites.

Ideally, you’ll be promoting a website with high-quality original content that’s well-structured and user friendly. This will allow the customers that you deliver via PPC campaigns to easily make a purchase or navigate through the website. Unfortunately, you’re not always faced with the ideal situation, and sometimes you’ll need to tweak the landing page to deliver the most returns to your clients. Make sure that the main keywords you’re targeting for any given ad group are contained in the page title and within HTML heading tags.