Running a successful PPC campaign requires thought, research, and a deep understanding of your audience and your products. Plus, you need to have a real handle on what your budget is for running a PPC campaign. The only time you should go over your budget is when you are earning a high return on your investment. With these tips you might just manage that.

1. Know Your Products – To create great ads, knowing the benefits that your product offers the buyer is imperative. You need to be able to explain those benefits easily to your customer and/or your copywriter to ensure a successful campaign.

2. Study Your Audience – All successful marketing starts with understanding who your audience is, what they want, need, desire and how much money they can afford to spend on solving their problems. This research will ensure a successful campaign.

3. Create Audience Personas – Within any one audience for any one product or service, there are sub-audiences. If you can narrow down a targeted audience to a specific persona, it will make it easier to write ad copy.

4. Segment in New Ways – PPC allows you to target your audience by segmenting in new ways, including location, sex, income level, interests and more. Use the segmenting features of the platform you want to choose to ensure a truly targeted campaign.

5. Promote Various Stages of Your Product Funnel – Use PPC for building your list, and for selling other products higher up on your product funnel too.

6. Craft Exceptional Landing Pages – Using software like LeadPages.net, create landing pages that are well written, well targeted and that work for your needs and the audience visiting them.

7. Create Targeted Ads – Using the information you have about your product and your audiences, ensure that your ads are targeted to the right consumer. Use images, copy, and even colors and font to make them right.

8. Use Remarketing/Retargeting Technology – If you have a lot of visitors to your site who don’t convert, a great way to increase conversions (some say by 30 percent) is to engage in remarketing. That means that if someone visits your site, a cookie is downloaded to their computer, which will deliver ads for your website.

9. Use Keyword Match Types Correctly – Avoid “broad” match types because you want to really narrow down your keywords to specific keywords to better qualify those who will click through. For example “broad match” will allow part of a word to trigger other words that aren’t relevant to your PPC campaign.

10. Diversify – Google AdWords, Bing and Facebook are all good places to run a PPC campaign. Instead of using just one, try running on all of them or picking something different from AdWords to see how it goes.

11. People over Keywords – It’s very important to remember that a real person is going to read your advertisement and click it, and then read whatever is on the other side such as a download page, a landing page, or something else.

Finally, it’s important to realize that you must have goals, as well as understand the technology you’re using. And, if you don’t know where to start, remember that there is help for you. There are services, apps, contractors and more that will help make running a PPC campaign more successful.