Hi everyone,
PPC is a really tricky game in my mind but a powerfull advertising method when done right. A lot of people (even myself, I've done it) wrongly bid on high cost keywords and this is were the competion is huge. Here some basics I want to share for PPC along with Linda's previous post:
1) When you select your keywords, use lower traffic keywords but use more of them. There's good chance these keywords will be cheaper.
2) Depending if Google or others, bid on low cost keywords to start with.
3) Start with a small DAILY budget, like 2 or 3 dollars a day. Increase your budget ONLY when you have a steady 1 or 2% CTR (if better good) along with signups, traffic or sales increase to invest back in your PPC campain. PPC campain is always a work in progress in some way. It has to be "perfected" until you get the results you're expecting.
4) You can "pre-test" your ad through some traffic exchange who calculate your CTR (not all of them, I know the one in AdLandPro does it) and refine it.
5) Always remember to put benefits in your ads, not features because people want to find a solution (gain pleasure or avoid pain). Famous example from Perry Marshall, the No. 1 expert for Google Adwords:
"Nobody who wanted to buy a drill wanted to buy a drill, they wanted to make a hole" (Perry Marshall) (
Use Google AdWords and the Power of Guerilla Marketing to Attract New Customers)
Good luck!