There are many internet marketers that would have you believe that AdWords and pay-per-click (PPC) advertising are something to be avoided at all costs. Just visit the Warrior Forum or some of the other internet marketing message boards and you will find this kind of pay-per-click logic. Why would this kind of logic be so rampant?

A great man once said, ?The only thing to fear is fear itself,? and though the quote was not about AdWords or even internet marketing, it holds true. Mankind in general has always been known to fear the things they do not understand and I believe that this is why there is so much anti-PPC sentiment.

Many very intelligent people in the internet marketing business are in the anti-PPC crowd. This boggles my mind. If you are doing well with article marketing, joint ventures, and other free techniques then why would you want to limit yourself by avoiding AdWords? Using PPC can do nothing more than open up a bigger market and if used properly can generate a great amount of income. Free traffic generation is a great way to bring traffic to your site and should be part of any marketing strategy just as AdWords or PPC should. Use every tool at your disposal to grow your business.

Most of us start our online marketing career with little or no real cash and the thought of paying for advertising can be a scary thing in that situation. Honestly, though, if you take the time to learn how AdWords works you will find that there are many options available to control ad cost.

Learn how the Google AdWords ranking system works. Unlike other PPC systems, AdWords takes more into account when determining ad placement than simply the maximum bid price. The other things that are used in determining ad placement and cost are relevancy, click through rate, and the quality score.

With a thorough understanding of the AdWords system it is quite possible that your ad will attain a higher ranking than a competitor's ad, even though they have a higher maximum bid price.

When conducting your PPC campaign with AdWords, use your keywords effectively. Test your ads using broad match, phrase match, and exact match keywords. This will allow you to laser-target traffic. Using keywords correctly is one of the big keys in controlling ad costs.

Use keyword macros to build your click through rate quickly and easily. Keyword macros will set your ads apart from the competition. When a user conducts a search the macro will use the search string as the headline for your ad, capitalize the first letter of each word, and place the headline in bold type. Keyword macros get much more attention than static ads and we know that more attention means more clicks.

If you take the time to learn as much as possible about the Google AdWords system you will have a huge advantage over the competition, understand how to control your ad costs, and enjoy a larger market as well.