Successful Pay-Per-Click Campaigns

The purpose of your advertising on Google is naturally to increase your sales. Since you are paying for each visitor landing on your website you obviously wish to convert them in paying customers. Please keep in mind that more important than number of impressions (=clicks) is the conversion rate. To drive your conversion rate to the maximum it is advised to pre-qualify the click with a well composed ad copy.

Pay per click (PPC) is by far one of the easiest and quickest methods of driving targeted, consistent traffic to your website. While this may seem like a daunting method of advertising for some, it’s actually quite easy and can end up becoming that one marketing method that you can't live without.

Specific and Relevant Keywords - Be specific and relevant to your business and offers. Avoid general keywords - they generate more ad impressions but tend to be less relevant. For example, rather than "flower" consider "birthday roses bouquet". More targeted keywords attract more qualified buyers.
Also, your can increase your ad exposure - without sacrificing relevance - by adding alternate phrasings, spelling variations, plurals and singulars, and keywords similar or related to those on your master keyword list.
Target geographical segments - Consider using geographic keywords to target a local or regional audience. If you sell roses in Tokyo, replace "roses" with "roses Tokyo". This way you will avoid any irrelevant pitches to search users in New York and Sydney. You can also target your campaign by country and by language to help focus your message on the audience you wish to serve.