To set strategy first open consideration on for each. After starting consideration you can set strategy. While setting strategy first do market and keyword and key phrase research, create ad groups and create ad duplicate for each ad group.
PPC is used to increase your cell .If your product is not come on the google search result first page.then you have need to run the ppc add .
Create the google adword account .
create campaigon related to your product .
set the add groups
Enter all your researched keywords and set the bid .
to get the best result , your keyword quality score must be good .