Generally speaking, PPC campaigns are for the more experienced internet marketer.  It can be a very intimidating process and the learning curve tends to be quite long.  When entered into too quickly, PPC advertising can be quite costly and less than effective.  What many beginners need to know is that a simple change in an ad can be very profitable.

It is always wise to do your due diligence before getting involved in a project that can be quite costly.  I suggest researching and learning as much as possible before getting involved with Google AdWords.  That being said, Google has a wonderful training for their AdWords program right on their site.  The other resource I highly recommend is Perry Marshall's, "The Definitive Guide to Google AdWords."  It is certainly worth the small investment.

The research you take the time to do in the beginning will likely save you a great deal of time, money and frustration.  My first tip is to do the research. Don't do what I did and dump a whole lot of money into bad ads and misdirected keywords.

In Google AdWords, smaller is better.  Make sure you are targeting a specific niche group.  In this way, your keyword groups will be very specific to the audience you are targeting.  In the end it will result in less impressions of your ad, but you will gain in by increasing your click through rate.  Ultimately it could give you a higher Google rating.

If you think about it, your audience will be more likely to click on your ads.  When you create ads and use keywords for a small, but laser targeted group, you will be able to deliver the ad that is giving them exactly what they are looking for.  Thus, they will click on your ad.

Now, you want to run two ads.  You will have a control and a test ad. (If you are just starting out, you will initially run with two different ads aimed at your niche target.)  Usually around 50 clicks, you will have a good idea of which ad is more effective at getting clicks and conversions.  Keep the higher performing ad and rework the other.

Keep in mind that with Google AdWords, many times less is more.  If you notice that your lower performing ad is getting some activity, you may want to give it a little tweak rather than dumping it and completely revamping it.  Make a minor change and begin the process again.

This technique is a very easy way to continually raise the bar for your ad performance.  You should eventually end up with a higher click through rate, higher conversion rate and better quality leads for your business.  How is that for attracting leads to you and your opportunity?