First of all, you have to get organised. For instance, if you are starting a PPC campaign for a home furnishing store which offers tables, couches, beds and other furnisher, you should not have all your keywords in one campaign or group. In order to make your campaign successful, you have to create separate keywords for each ad and campaign. In this way, you will be able to keep an eye on the stats of each campaign. You can also take tutorials which are available on the internet to organise your campaign.
You have to make your keywords concise and comprehensive. Never make long keywords as it will create negative effects for your campaign. Furthermore, you have to use keywords with high conversion rates, high quality scores and high click-through rates so as to optimise your campaign.
It is extremely important for you to keep on introducing new keywords. You can see the list of potential keywords by using ‘keyword suggestion tool’ which is being offered by Google. However, search for the keywords very carefully and choose the right ones.
After sometime, you may have to add negative keywords to get rid of the campaigns which become cheap after sometime. To add negative keywords, you will have to click the campaign tab and then select ad groups tab. Then, click on keywords tab and go to the bottom of the page where a list of negative keywords will be given.
You will also have to make changes to the text of your ad in accordance with the changes in keywords to optimise your campaign.
Never stick yourself with only one kind of ads and keep testing new ads to diversify your portfolio. In addition, you have to target the right audience to achieve success.