Here are some tips for running effective ads on search engines like Google and Bing:

• Research relevant keywords that your target customers are searching for. Identify keywords around products, services, or topics related to your business.
• Create targeted ad groups around those keywords. Group similar keywords together in ad groups focused on specific products, services, etc.
• Write compelling ad copy that stands out. Include your main customer benefits and calls to action. Ad headlines and descriptions should be captivating.
• Develop landing pages that align with your ads. Send traffic to relevant pages on your site with information related to the ad keywords.
• Set up conversion tracking like Google Ads conversion tags. This lets you see which ads and keywords drive the desired actions.
• Establish a budget for each ad group. Monitor performance data and adjust bids as needed. Set max CPCs based on potential customer value.
• Use negative keywords to exclude irrelevant searches. This keeps your ad from showing for broad, unrelated searches.
• Optimize for quality score. Google rates your ads for relevance, expected CTR and landing page experience. Improve these factors to lower costs.
• Segment and target your ads. Use placement, demographic, geographic, and other advanced targeting options.
• Regularly analyze data and optimize. Evaluate keywords, ad copy, landing pages, negative keywords, bids, etc. and make ongoing tweaks for better results.

Here are some key considerations on using CPM (cost-per-thousand impressions) advertising for online businesses:

• CPM focuses on volume of impressions, rather than clicks or conversions. It can help enhance brand awareness and reach.
• The cost is predictable since you’re paying for impressions upfront. However, there’s no guarantee that high impressions will translate into sales.
• CPM tends to be more affordable than CPC, enabling smaller budgets to get in front of larger audiences.
• With CPM, ad placement and audience targeting are crucial. Reaching the right audiences that align with your brand is key.
• CPM works best for brand building goals rather than direct response. Strong creative and engaging content is needed.
• Tracking metrics like impressions, click-through rate, engagement rate, and conversion rate is important to optimize efforts.
• CPM is commonly used for display, native, video and social media ads. It may be too unpredictable for search ads.
• CPM requires a minimum ad budget and is less customizable in targeting compared to CPC.

Overall, CPM advertising can effectively raise awareness and reach for online brands if crafted thoughtfully and targeted at the right audiences. It works best when integrated into the marketing mix with other tactics focused on conversions. I’d recommend exploring options with a digital marketing agency.