Ok for all those that are beginning ppc in the modern climate this is what you HAVE to do to get the best return on investment. (1) Don't go for the flat out sale on your landing page...offer a freebie and get names and emails...this way you can convert your traffic at 45%-70%. For this you should obviously use Aweber to generate your opt-in form. Then just follow up in your email sequence with reviews,feedback on the product aswell as offering support. (2) Make your landing page ultra relevant to what the user is searching...don't have a page promoting a weight loss product for someone looking for helpful tips (3) NEVER start bidding at over $1...unless you have data to know those keywords convert (4) Make your adgroups super tight...for the best Quality Score. Ie Only have 1-10 keywords and make sure you use the common keyword technique Product X scam Product X review Product X comparison Above you will see that PRoduct X is the common keyword...and it is this keyword that will be prevalent in your ad copy. Product X Rocks? Get Review Of Product X & Decide If It Is For You...Now! www.mysite.com/ProductX (5) In your landing page have links to other pages in your website. It is a well known fact that Google loves About Us, Articles, Contact, Terms of Use, Private Policy. (6) Make sure the text is over 400 words in your landing page and then analyse your text with http://lixlpixel.org/keyword-tool/ to discover whether your keywords dominate. Hope this helps!