Pay Per Click or PPC advertising is one of the effective mediums of online marketing that can bring traffic to any website almost instantly. PPC is also an effective source to find out which keywords work for your business and which keywords don't. Still there are lots of challenges that every webmaster faces especially the issue related to ROI (Return on Investment). Most of the newbie PPC runners quit after some time because of the low ROI for their business. The reason is very simple that PPC, if done incorrectly can burn your pockets easily and most of the webmasters end up by paying lots of money for PPC and getting nothing much in return.
Google has an option of auto-match for the keywords selection, make sure that its turn off otherwise you may start getting inappropriate traffic and that may cost you too much. Although, Google has tried its best to choose relevant keywords for every business but you should try to make the keywords list yourself.
CPC is very important factor in the success of any PPC campaign. You must know your CPC which you are willing to pay for getting a customer. You can determine your maximum CPC by looking at your cost price and margins. Turn off Content Network Make sure to turn off content network option as it may lead to spend more for non-targeted audience. However there are many webmasters who get qualified leads from content network as well, in that case you can separate content network campaign from the one with keywords so that you can analyze the ROI for both the campaigns.
Test the various versions of landing pages and analyze the one which yields maximum ROI. To achieve this, you may create similar landing pages with some minor differences in texts, graphics etc. and track the CPC and Queries/Leads from each of them.