PPC optimization lies in developing the keywords which has high click-through rate,concentrating on adgroup,number of ads in the adgroup and constantly changing the adtext. That simply means regularly adding or updating the keywords,designing landing page,managing and improving the campaign.
Keywords collected in the list has to be grouped based on their meaning or purpose.Campaigns optimization involves in device selection,bidding selection,location targeting, ad rotation selection or time at which ads must be displayed in the search engine. Landing page design involves selecting the attractive layout,relevant text and buttons for action. It is advisable to concentrate on the negative keyword list, which will reduce the cost and provide the proper result.Removing the keywords which gives the poor result will help in optimizing the PPC.