Pepsi.... that's kind of the game in PPC. Especially on Google. You need to bid high enough to get impressions. You will most likely lose money the first little while. During this phase you're essentially buying data so don't look at it as losing money.
It is a good idea before you start the campaign to do a break even analysis. Set your bids around there, but sometimes you will have to go higher, which means you will be in the red in the beginning. Once you start to see which ads, landing pages, adgroups/keywords are converting, and once your CTR gets high enough, then you may end up making money.
Also, if you bid $1 and are getting good CTR and ad position, you probably won't be paying that much of course. You should be paying closer to 70-80 cents depending
on competition, CTR, QS.
If you are bidding on content network, after 24 hours go in and see which adgroups aren't getting any impressions and kill those. Same with ones with extremely low CTR and no conversions. You want your CTR as high as possible, unless you're very profitable for a certain adgroup. You will repeat this process until you have a few winners then perhaps expand on those.
Then again I lost $100 earlier this week, so maybe just hit alt-f4.
