A lot of people dabble in paid ads because it’s a surefire way to drive immediate traffic to your website. But, if you don’t know what you’re doing, it’s also a surefire way to quickly spend a lot of money on pay-per-click (PPC) ads! So, are PPC ads a waste of money? Not if done properly.
The best ad campaigns, whether done on-line or with traditional off-line marketing, are highly targeted to your prospective customer. The best thing you can do is start with a strategy and plan on who your customer is, what their interests are, what their pain points are (that you will solve, naturally), where they hang out online, and so on. By getting in the head of your customer, you’ll be able to craft ads that speak directly to your prospects. This alone will vastly improve the results of your PPC ad campaign.
Here are a few good articles on how to run successful PPC campaigns.