Don't just set out aimlessly building your campaign. Have a plan. Have a strategy. You have to think long-term. Once you build your PPC campaign, you are going to have to manage it. The WAY you build it will dictate how easy or hard it will be to manage.
Points for successful PPC campaigns are :
- Perform keyword research
- Identifying negative keywords (optional but recommended)
- Group your keywords
- Write your ads