Setting up your first pay-per-click (PPC, for short) advertising campaign can feel daunting, at first. Especially if you’ve set a budget and run a campaign with nothing to show for it. The key to any successful PPC campaign is research and optimization. Finding your audience with the right ads is crucial. Over on Business2Community, marketing CEO Jonathan Long breaks down 5 ways to improve your current PPC campaign. The key is to be vigilante. “Track Everything,” writes Long. “The biggest mistake business owners make is jumping in blind and not diving into their data to find ways to improve the performance of the campaign. In order to be successful with PPC you need to analyze and adjust constantly.” Other tips include optimizing your landing pages, integrating PPC campaigns with “organic search marketing” and not being afraid to increase the budget.