Below are 12 tips to ensure building a winning AdWords campaign :-

At Campaign Level

1)Ensure that you have separate campaigns opted into the search and content networks so as to test which network converts best for your ads. Also you might need to have slightly stronger ads in the content network compared to the search network because both search user and content search user have different mindsets as to what they are looking for.

2)Ensure that your daily budget is being met at all times. Compare the current budget column with the cost column a day before to ensure that you haven’t exceeded your daily budget because your ads will stop running if it has been reached.

3)Set your campaigns to accelerated delivery so that your ads can start showing as soon as possible.

4)Enter preferences for location targeting. Depending on your product and services you might want to set location targeting to countries and territories, regions and cities, or a customized selection.

At Ad Group Level

5)Ensure your CPC(Cost Per Click) bid or CPM(Cost Per Impressions) bid for ad group is lower than your campaign daily budget recommended to ensure your ads run most of the time.

6)For a keyword targeted ad, make sure your ad groups contain 2 ads and broad, phrase and exact matches of at least 1 keyword. This will enable you to split test your 2 ads against each other.

7)For a placement targeted ad, make sure your ad groups contain 2 ads and at least 1 placement.

8)When constructing your ad, bear in mind what product or services you are promoting, what makes it better than your competitors ads and a call to action.

9)Write timely ads and include numbers in your ads to prompt immediate user action. For example if you compare the ad headlines says ‘Lose Weight In 2 Weeks!” to “Lose Weight Effectively!”, the first ad is likely to be clicked more often because of the time factor in the ad. The searcher knows he/she can lose weight in 2 weeks.

At Keyword Level

10)Bid on broad, phrase and exact matches of your keywords so as to find out which of them is bring in the clicks. Normally exact match converts best but broad and phrase matches may bring in clicks as well.

11)Use Negative Match on your keywords to weed out unwanted clicks by ensuring there is no overlap between your negative and regular keywords because the negative keyword might block the regular keywords from triggering your ads.

12) Use Dynamic Keyword Insertion which enables you to dynamically use the keywords that users search on in order for the keywords to be displayed as part of your ad. Dynamic Keyword Insertion is useful because words in your ad copy match keywords that user types in. These words are highlighted in bold which helps your ads stand out from the competition.

For novices in the PPC game, there are several Web sites available for detailed instructions on launching an eye-catching campaign. Ultimately, though, most advise on good paid marketing boils down to these five important tips to ensure you get the most out of your money.

Maintain focus on Google’s search network – To attract the people you know are searching for your relevant keywords, you want to be sure you place your ads where the search happens. Buying space through AdSense, where ads are placed on similar Web sites, can increase visibility and awareness of your brand, but ultimately the bulk of your referrals are going to come from where people are actively searching for information. Concentrate on the search network to build your audience.

Know your target audiences and how to sell to them – Think about your business: do you cater mainly to the people in your immediate geographic area, or do you serve a broader base that extends throughout the country? If the latter, more than likely you create different ads for print campaign to attract different demographics. The same practice should apply to your PPC ads. Campaigns for local, regional, and national audiences should be created separately because you will use different keywords to attract customers and clients.

Separate Ad Groups for maximum performance – If your business deals in multiple services, for example a restaurant that also caters events and retails food products, you will want to separate each facet of your company into its own ad group on AdWords. Each group should focus on one aspect, and perhaps further split the available services – a group for dining in, a group for catering weddings, a group for catering reunions, and so forth – to better draw in traffic from paid search. Be sure, too, to have a proper landing page prepared for each group to increase the quality of your ads.

Generate keywords! As you prepare your campaigns, you may have a specific number in mind. Here is where you can have some fun and take advantage of Google’s keyword tool to help you generate multitudes of probable searches. Don’t limit yourself when you make your bids, for even the most obvious search phrases may not bring in the traffic you’d expect. The more keywords you use for an ad group, the better you can test what works and what doesn’t for your advertising.

Test different ads for effective marketing – You wouldn’t use the same ad over and again for different print campaigns, so the same rings true for AdWords. Create at least two different ads per group and study their performances, tweaking as necessary to build click-throughs.

Take note of these tips as you begin your PPC advertising, and make good use of the free tools available through Google AdWords to help with your success. You just may find online advertising will quickly pay for itself.