If you use Google to advertise your website in terms of Pay per Click then you need to ensure that your campaigns and ad groups are set up correctly to make sure you are getting the most out of your money.

As it is relatively easy to set up a PPC campaign, many people do it without really understanding exactly what they are doing. There are so many settings within Google Adwords (PPC) that it can be hard to know which ones you should use.

Google often set many of the settings as default but not changing some of these leaves the control mostly in their hands. When you set a campaign up be sure to selected the “all features” option rather than a standard campaign this will allow you to tweak each setting individually.

Another option that is usually ticked is to allow Google to optimise your budget to obtain clicks, but again this leaves you little control to be able to set your own budgets etc.