A PPC campaign will generally start with a market analysis, which will tell what are the most used search terms for what you are trying to advertise. Based on that we can then set up a starting budget and daily limit for how much you are planning on spending per click on the campaign. You can also have multiple campaigns with different keywords running at the same time to give you a better understanding of what people are searching for. For a successful PPC campaign, keyword research is fundamental. Unlike a regular SEO, with a PPC campaign, there aren't practical limits to the number of keywords or key phrases you can use.