Do not panic when the ball falls. You may get the impression that the ball is falling too fast and that you have to tap to keep it alive. However, if you do this you will usually hit the top margin of the column and the game will end. Get used to falling as a required part of game play. Tap precisely when your ball is just about to crash. Doing this will avoid crashing into the top margin. Remain low most of the time and tap before you hit the lower column. When done correctly, you will move in an arc that gets your ball just over the bottom column.