Whether you’re a newcomer to the world of Pay-Per-Click, or a seasoned PPC manager, these are the top ten points to focus on:1. Run a Search Term ReportGoogle’s Search Term Report will tell you exactly what people have typed in to Google to trigger your ads to display. For example: If you’re advertising car seats for children you might have a keyword “car seats” on phrase or broad match. By using the Search Term Report, you may discover that the search query “racing car seats” is triggering your ads and people are clicking on it, wasting your money! You can use this information to create negative keywords which will block all queries contain the world “racing”, or if you find additional relevant queries, you can copy these from the Search Term Report in to your ad groups.2. Keep your Ads RelevantThere are lots of types of child seats; stage 1, stage 2 etc. When someone searches for “stage 1 car seats” you want to show them an ad all about stage 1 car seats. For stage 2 car seats they should see a separate ad and so on.By splitting up ads in to different ad groups and grouping keywords accordingly, searchers will see more relevant ads and be more likely to click on them. Google rewards your efforts by giving you a higher Quality Score. The higher your quality score, the higher Google will rank your ads and the less you’ll pay per click. It’s win-win! 3. Mix Your Ads UpYou need at least one ad for your campaign to run, but how will you know if it’s a good ad if you don’t have anything to compare it to? If you create two (or more) ads, Google will alternate automatically between them. After a while you will be able to see which ad is getting more clicks and more conversions, you can then alter your worse-performing ad and see if you can leap-frog the better one. You can continue this practice to maximise your ads’ performance.4. Know your Match TypesGoogle has 3 main match types: Broad, Phrase and Exact.Let’s take our example: child car seatsThe broad match type will match the keyword with synonyms, variations and other words to do with the subject matter. This match type could potentially attract unwanted searches so be careful with it.The phrase match type will match the use the keyword in its exact form, but anything can be put before or after the phrase. For example; search queries could include “buy child car seats “ or “child car seats for sale”.The exact match type will match the keyword exactly so searchers will have to type in “child car seats” without any other words, and in the exact order. This is the best match type for targeting relevant searchers, but the worst for increasing volume.We tend to use a tested mix of all three, dependent on each individual keyword.5. Land your Customers on the Right PageFirst impressions count on your website. If a customer doesn’t see what they’re looking for in the first few seconds, they are likely to leave. In order to minimise people leaving, you want to make sure your ads land your customers on the most relevant page for their query.6. Spend Less at NightIf your campaigns run 24 hours a day, you will notice you generally spend less at night thanks to less competition and less search traffic. You can often make further savings by reducing your bids at night. This is a part of Ad Scheduling, specifically called Bid Adjustment. All you need to do is set your time period and bid level. This is a campaign-centric setting so will automatically apply the settings to all ad groups within. 7. Invest in YourselfApart from the products and services you offer, there will be some search for your company name from people who already know it. This is often overlooked as you may be putting all your focus into creating campaigns for your services. You should have a campaign that includes your company name and its variations as keywords. Remember, your competitors may already be bidding on your company name and stealing your customers!8. Tracking is KeyGetting clicks to your website is all well and good, but unless those clicks are turning in to sales, you’ll be wasting money. Conversion tracking should be obvious, but it is essential in monitoring the performance of your campaigns. You should be running conversion tracking on your contact forms and checkout complete page as well as any other relevant pages such as newsletter signups.When looking at conversion data, it’s important to remember that some of your sales may have come from people calling you on the phone after visiting your website. Unless you have a fancy system in place, these conversions won’t be shown in Adwords, making the account look more expensive than it really is.9. Don't Let Your Campaigns Go StaleYou can spend lots of time researching, setting up and perfecting your campaigns, but that isn’t the end of the story. You will need to regularly check up on the your campaigns and run reports to check it is still performing as you expected. New products or competitors may present themselves, as well as interest/search for your product or service increasing. You will need to tweak your campaigns to take these, and other market changes in to consideration.10. Keep it LocalYou may be offering your services to the world, the UK or even just a region of the UK. It’s important to let Google know where you want to target so you don’t waste money barking up the wrong tree. Google will default to the whole of the UK, but you can easily include or exclude extra locations on the Campaign Settings page.Update: Here's the list of the Top Ten things Not to do in PPC