Pay Per Click (PPC) advertising is done by many organizations who want to promote their site in search engines by placing them at top in a less time. PPC advertising is a paid campaign for which site owners have to pay money to place their ads in top of the Search Engine Result Pages (SERPs) either on top or on right side.
As PPC campaigns needed a large investment, it is needed to make PPC campaign as effective as possible by making hard efforts for getting success in a marketing campaign. There is no worth of ad if it drives unnecessary traffic to a site. Some restrictions should be made to reduce such traffic by the marketers.
Geo targeting facility is provided by Google, for the brands that need to be exposed only for some particular regions. By using this facility, a marketer will be able to expose his brands, products or services only for applicable regions. In such services, keywords must be location based and relevant for visitors or customers who find location specific brands or services.
Keywords should be specific. Long tail keywords drive more traffic to a site as there is less competition for long tail keywords. There are some tools that suggest keywords based on previous searches done in search engines. Google keyword tool is such a tool that suggests keywords based on previously considered keywords.
It is always needed to consider that the PPC campaign that drives relevant traffic to the site, should drive the traffic on appropriate landing page, otherwise all effectiveness of a PPC campaign will be worthless.