Then why is my cash outlay still higher than my income?



There are various reasons for a failed Adwords campaign, but the most prevalent cause for a properly setup campaign to fail is the lack of proper keywords choices.

The whole foundation of your strategic structure is properly chosen keywords. If your chosen keywords don't let your reach the audience you are aiming for, you will find that you aren't getting visitors to your webpage or you are spending all your advertising budget on people who visit your site that are not looking for what you have to offer.

First thing to do is utilize the tracking feature available for use with your Google Adwords account. Discover which of the ads you are using is bringing in profitable traffic. Ads that aren't bringing profitable traffic should be trashed or re written.

Observe the keywords you are using in these ads; they are most likely not what your ads need now. (keep them for future reference; they may be just what your ad needs sometime in the future because of the vagaries of the market.)

After having taken care of the keywords, look to your ads and find the ones that are least productive. The ones that are not generating sales. It is damaging for you to have a ad campaign going that doesn't get anything better than idle viewers. It will only deplete your budget giving you nothing in return.

Discover which of the keywords are generating these idle visitors in contrast to the ones that are getting sales. There may be a problem with the ad copy or how the ad is written or there may just be the keywords not doing their part and it may need to be discarded and another put in it's place.

To protect yourself and your advertising budget from wasting away on unsuccessful campaigns, monitor your Adwords campaigns and take the time to carry out the tasks weekly or bi-weekly.

When you carefully monitor your AdWords campaign and tend to problems as they crop up you can keep your advertising monies working productively.