Google reports that it processes an astonishing 70,000 search queries every single second, equating to over 2-trillion global searches each year.¹ With volumes that enormous, who would want to pass up the opportunity to capitalize on all that traffic to get noticed and drive new business?

With a successfully executed Google pay-per-click (PPC) campaign, businesses generate an average of $2 in income for every $1 they spend,² which makes it seems like a no-brainer – yet it takes a little extra effort to create a campaign that will generate a return. Here we’ve compiled some paid search best practices learned from developing more than 100 Microsoft Partner digital campaigns.

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