An effective PPC campaign begins with a clear understanding of who your customers are.
Without knowing what they’re looking for, what stage of the buying cycle they are in, and how they behave, it may prove difficult if not possible to nail down a winning PPC strategy.
You must be aware of user intent. Some users are merely researching their options. Some have narrowed down their search to a few items. Some are ready to buy. It is possible to cater to each of these types of users, but if you’re running paid campaigns, it’s probably because you’re looking for a return on investment. This means you must tailor your approach to those who are ready to buy.