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Hello Dragonfly, there's some good advice on this page and there's plenty more available on the web. I have not got much to add apart from some key learns based on our experience with customers -
1. Keyword research is vital, perhaps the most important part of this process. Make sure the words are the ones your prospects might be using to search you.
2. Really think about what your objective is for PPC. Is it to capture prospect data, is it to sell, is it to get them to download a whitepaper? Once you're clear on your objective, make sure your landing page helps to achieve this.
3. Set a budget, decide how much you're prepared to pay for each click.
4. It is vital to keep an eye on your campaign and track it to ensure you can make changes where necessary.
5. We encourage our clients to have their ads shown in the search results only and not content pages.
Hope that helps a little bit.
Mike
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