I was just curious about the basic rules/best practices for PPC advertising. I've recently started a new job and one of my tasks is to learn as much as I can as quick as I can about PPC Advertising because it's a service offered to our clients but there's not really any one who is proficient with it. The person they had doing it left the company.
I've used AdWords before to create campaigns and the thing I seemed to struggle with the most was figuring out what keywords to use. I had a decent amount of impressions, but the click through rate was very very low. Also, has anyone ever worked with lawyers before? I was told by someone that when setting up AdWords or something or them you have to be careful because of different rules and regulations they must follow when advertising. Any truth to that?
Thanks in advance for any help. I'm also Google'ing and reading a lot of articles on my own.