Getting the Most Out of Google Ads and Other Pay-Per-Click Advertising Campaigns

From e.politics:

Tips for Pay-Per-Click Advertising Campaigns

Here are a few tips I recommend when you are running PPC campaigns:

Make sure to do keyword research before determining what keywords to use in your ads...

Check your keywords against multiple search engines...

Research the seasonality of keywords...

Do a competitive analysis of the keywords used by organizations you may be competing with for search terms...

Make sure to create specific landing pages for various campaigns...

Make sure to optimize your landing pages...

Set up a clear testing strategy...