The document discusses several factors that can improve the results of pay-per-click (PPC) ad campaigns, including continuously split testing ads and landing pages, using a wide range of relevant keywords, implementing negative keywords, keeping ad groups targeted, and monitoring return on investment and adjusting bids weekly. Implementing these strategies can typically improve click-through-rates by 82% and reduce click costs by 37%. The best approach for most advertisers is to outsource complex PPC management to a professional.