With Google, you can have a campaign started and sending prospective customers to your site in less than ten minutes. It can happen that fast. It is simply amazing how quickly you can begin new things and make changes in old with Google's systems

Speed could also be a problem. "Haste makes waste" is an applicable statement here.

It's really easy to blow money on PPC management-you can pick a keyword, write an ad, and get a bunch of visitors who cost you money but have no chance of ever wanting to buy something from you. The following question will help make sure you don't buy the wrong kind of traffic for your web site. Ask this:

How High Is The Demand For This Product?

The answer to this question will help you be realistic with what you expect. It may also help you keep disappointment at bay if you find out later on that Google can't get the new customers you were hoping for. Should that happen, the chances are that you will find other less well-known traffic sources that are just as profitable but the competition is not as stiff.

In just a few seconds you can have a good idea of the traffic. Look up the useful search term selection tool at http://inventory.overture.com (or http://inven tory.uk.overture.com for the UK). Put in a few of your main keywords and overture will show you the number of searches its serves over the last month for each of the terms.

What if you had a company that was marketing anti-aging skin care products. You are just getting started and would like to get more traffic by using Google. How do you get started?

The number one thing to do is put together a start up list of possible keywords. Here is a possible list:

skin

beauty

acne

cosmetics

makeup

cosmetic surgery

dermatology

anti-aging

wrinkles

oils

moisturizers

And this is nowhere near complete. But if we run over to Overture's keyword selector tool and enter these terms to see how many searches they get in a month, here's what we find out:

skin 7,290

beauty 5,006

acne 1,872

cosmetics 1,862

makeup 1,796

cosmetic surgery1,736

dermatology 622

anti-aging 503

wrinkles 485

oils 390

moisturizers 120

Notice what's going on here:

Check it out, 'skin' had 60 times more searches than the term 'moisturizers' which is at the bottom of the list. 'Skin' will be one of your most important keywords.

Along with the useful terms you get when you use Overture, you will undoubtedly get some terms that will lack relevance. You will want to use those terms as negative keywords.

To be successful in managing your PPC you will need to come up with all the variations and different combinations of search terms that the multitudes of skin care product searchers are using. Then take them to the Overture keyword selection tool again.

According to Overture, we could conceivably get tens, even hundreds of thousands of US searches in a month on those top keywords.