When you decide to run PPC ads you first need to
decide on which keyword phrases you want to target. Usually people try
to target keywords that are popular but not too popular. This is because
you want to run  ads that are popular but you don’t want to run ads that
are too expensive. However, if you have a large budget then you can
target any ads that are popular.

Not just any ads will get listed with Google. And
the ads that are listed will be ordered from top to bottom. The order of
the ads and if the ad gets listed at all is dependent on the amount you
bid and the quality score that Google gives to your ad. This is why the
key to succeeding with AdWords PPC is quality score.

Google uses three criteria to determine quality
score. They use the relevance of an ad, the quality of the landing page,
and the click through rate (CTR). So you need to make sure that your ad
and your site are relevant to the keyword that’s being targeted. You
also want to make sure your landing page is top quality. Finally, you
want as many people as possible to click on your ad when it does appear.

The key to succeeding with AdWords PPC is quality
score. Google uses quality score and bid amount to determine if an ad
will be listed and where the ad is listed. If you want to succeed with
AdWords PPC then you need to make sure you pay close attention to
quality score.