There are few things to be kept in mind whenever starting a PPC campaign. Entire process can be divided in three parts i.e. Research & planning, Implementation and reviewing.  In fact these broad processes can be divided in sub groups.

A.) Research & Planning:

First step has to be deciding objectives of the campaign. Objectives need to be defined clearly and parameters of measuring performance should be clarified. The parameters can be what niche audience you want on your site, how much traffic you are targeting. Once we decide on objectives, second step is to do research on the target audience and pages they visit. Also important is to study what should be there in your campaign to attract them to your site. Once these facts are known then come deciding on key words that are to be used for campaign. One should put oneself in clients place and check what are the words that are relevant to the target group. Available budget for the campaign also plays a vital role. Whenever one bids for keywords on search engine, you should not go overboard so as to use up the entire budget in a short time and also not bidding so low that your AD is not in top searches. Final plan for the campaign has to keep all these in mind and should revolve around keywords.

B.) Implementation:

After planning comes implementing them. Your AD will directly compete with Ads of rivals and hence better that they give a clear picture of your services. AD campaign can be broken into a series of Ads, each to be revealed in the correct time. A point to be remembered is not mixing different keywords in single AD. Actual action starts once the client is redirected by AD and reaches your homepage. Landing page creates a first impression about the company and hence it should be able to engage a visitor for longer duration. You are paying for each visitor hence copy on page needs to be well thought. Now a day even professional copy writers are available for getting high conversion rate. Navigation from one page to other should be in a proper manner.

C.) Reviewing:

Once Ads are displayed and people start visiting your site you need to analyze what is a response of visitors. Whether they remain on your page for enough time, do they make any purchase during their visit or do they just search and move out. The process of checking out results can be termed as reviewing. It is not just checking results but also changing plans based on responses. An example can be changing keyword if results show clients visiting your site by referring to that word are not converting in sale. In case desired results are not achieved, a continuous watch will help in knowing whether you need to change keyword or change layout of your site.
Being most cost effective way of advertising on web, PPC Management need to be handled very carefully and its success can be a starting point of great business endeavor.