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Implementing your own pay-per-click campaign without the help of a professional is a challenging endeavor. At PBJ Marketing, we recognize that it pays to have a PPC campaign, and we’re here to help you navigate the many pitfalls outlined bySearch Engine Land.1. Don’t bid too lowThe word “pay” appears in PPC for a reason; it’s because you need to spend money to get worthwhile results. However, over time the amount a company spends on their PPC campaigns tends to level out as their Quality Score starts to show results.2. Spread out your ad groupAd groups contain one or more ads that target a shared set of keywords. One common mistake that many DIYers make is attempting to force a single ad group to do too many things by including keyword phrases that are too dissimilar. When it comes to PPC ad groups, diversity if key.3. Always innovatePPC strategies are constantly evolving and transforming, and it can be difficult to stay on top of them. Luckily, there are numerous reputable resources to refer to across the internet, including AdWords Blog, AdWords Google+, and the AdWords Help Center.