How to manage PPCs

I have been doing PPCs for years now and I am just now running across something I have not ran across before. Maybe someone here can shed some light.
I manage vacation rentals at a complex called Kolea. If you search Kolea I typically show up second under the PPCs behind competitor A, but if you search a specific condo such as Kolea 9K I typically show up #2 behind competitor B. I was wondering what would be going on to make them higher for the specific terms. I am assuming that we all show up under the specific condos due to us all have a nonspecific ad going for the term kolea.

What do you think?

I would like to suggest you that as you are using add campaign manager there are things where you can manage different add categories or if your splitting adds with in that campaigns , i hope this will work for you.You can also find some tips or trick like which keyword your competitor are using for there ppc campaigns.

Hi Waikoloavrm

Have you looked at your quality scores for those terms? Increasing your quality scores can help raise your position. You mention having a none specific ad for the term "kolea", have you tried creating a specific ad for it as this will help improve relevancy which in turn should help your quality score.

Please consider that you are paying for each and every click. To get good conversion, You have to target perfect keyword which is targeted to your business/service.

hey can you please explain how PPc works.. and how important it is?