Running PPC (pay per click) campaigns used to be relatively simple. There were only a few variables that the user had control of; price, copy, and where the user would be directed when they clicked on an ad. Today, effectively managing pay-per-click campaigns is a full time job requiring a great deal of skill and tenacity on the part of the account holder. One of the biggest mistakes that we see in existing accounts is the complete lack of key words and phrases for a specific add group. It is important to expand your key words and phrases so that you can catch a potentially larger audience. Over time, the trick is to pause those words that are not converting into bonafied leads, while adding to those that do. By expanding your key word and phrases you will ultimately find those that give you the best results for the lowest cost.