By planning your campaigns and managing them you will be in control of your budget. It is so important to set a budget that you can afford. Just because you hear about people spending $100 per day on traffic you don’t have to. You can get started by using just a few dollars a day. Do an amount that you are comfortable with and stick to it.
Your next step is to prepare your ads and this is done by researching which keywords to use. You can use the Google keyword tool for ideas and they even have a section on keyword groups, this was specifically developed to use with their Adsense program.
The keyword tool will allow you to come up with ideas for specific keywords to use in your campaigns. Remember you want to set up more than one ad group of keywords and always use keywords that are relevant.
If you are going to use Bing Ads they have a similar tool that you can use to create your ads.
To write a successful ad you need to know and understand who your target customer is. If you know who your customers are that is great and you should know the following about them including:
Use a site such as Quantcast for learning the demographics of your potential new customers. This site is basically for US websites and can give you a great insight of who your visitors are and where they are coming from.
You can use this information to write an ad that will appeal to your target market. For example if you know that your target customer is aged in their twenties and has a college education you can write directly for them. For an older market you would want to write an ad from a different perspective.
By getting into the head of your customer you will begin to understand what they are looking for. You can then offer solutions for them and this will generate more traffic to your site.
Always write at least two ads so that you can split test them and see which one delivers better results. This is easy to do if you decide to use Google Adwords as your paid advertising method. They allow you to easily set up and test different campaigns that you can track inside your account.