Originally Posted by painperdu
You need to use the various filters and targets to limit the scope of your campaigns. To do this you need to first highly define who your target customer is. Most people fail because they have no set goal and just throw an ad up and hope for the best.
That's not how it works. You need to first determine exactly who you're looking for and only then can you figure out how to find him or her. Google calls this relevance., others call it a niche.
Yeah, there is also a lot of books talking about PPC. PPC is expensive if you want results, specially in a overloaded business as hosting companies.
I recommend the reading of those books, they help you to get into the PPC business and designing a campaign.