Here are some tips for Search Engine Marketing:
1. In order to beat your competitors in paid search auctions, you need to choose your keywords properly. You should divert your attention to those keywords which gives valuable leads as well as conversions.
2. If you are serving a particular city or state not the entire country then your targeted keywords should be according to your geographical location.
3. For adding extra information to your ads, you should use Ad Extensions. There is a possibility of a user clicking your ad, if the user finds an ample amount of information about the product or service.
4. You can opt for Bing ads too as it is less costly as compared to Google. From traffic perspective, Google is still far ahead of other search engines.