PPC can be optimized through the keywords. keywords can be generated by employing keyword generator or keyword tool. Keyword research must be performed to get the PPC successful. More the adword or keyword releated to the business, it will show up in the search.
Once the combination of keyword is found, you shall start setting the PPC campaigns. Keywords can be categorized as competitive keywords,commercial keyworkds,brand keywords,long-tail keywords and low intent keywords. The next step after keywords are selected based on your choice and business, is need to group the keywords and organizing them to target the customers. This can reduce the cost and help to improve the quality of PPC.