The advantages of Pay Per Click (PPC) Google AdWords compared with traditional methods is simply this: almost all traditional techniques are broadcast methods to users who have shown next to no interest in buying your product. Think of magazine ads, bill board posters etc etc. They are all broadcast ads. Sure there some targeted than others, if you are selling marketing services to companies, you advertise in a Marketing magazine, but that's a crude technique these days.

Type "cars" into Google and on the right hand side, you'll see ads by websites who are paying them to have their link and site shown there on the main page of results. This is Paid Advertising on the Search Engines and this is why Google now leads the search engines!

Compare that to someone searching Google for " direct advertising for lawyers"? That's a potential customer that right at that moment in time is interested in finding out a very specific thing. If you expect to produce a product that can help , you'd better hope that you're on the first page of Google or which ever Search Engine you prefer. What is it worth to you to have that potential customer visit your webpage within 5 seconds of entering that into the search engine?

You could search engine optimise your webpage to get you excellent rankings for that keyphrase, but it takes time and effort and a significant investment in cash. This is where Pay Per Click marketing really comes into it's own, and is under rated I think. Your site will be on the first page of your chosen Search Engine the same day for your search term for a very small budget. In a few days you'd have some idea of how many users that will really look for that term, visit your site, and purchase your product. This is right on the money, research into your niche market for a bargain budget that is impossible to get any other way.

What's more, lets say that the campaign costs you 20p per click, and 500 people click your ad making a combined total spend of ?100. And say your conversion rate is a modest 1%, so you've got 5 new sales and more importantly five additional customers that you can now sell to again. All this for just ?100 spend! How much is your average user worth in total? It's attractive isn't it?

One key thing to comprehend is how Google ranks the paid for Pay Per Click marketing ads. In essence it is a real time auction. The top bidder comes out on top. If you bid 20p and someone else bids 25p, they will rank above yours. In truth it is a lot more complicated than that: if you have a superior quality Pay Per Click advertising, it is likely for you to rank higher than the 25p advert because Google will give performance increases to higher performing Pay Per Click Adverts. The point is that if your Pay Per Click expert knows what (s)he's doing with Pay Per Click bid management, it is possible to get improved rankings (read more traffic) for less money. So your important online marketing budget goes further and you save cash. Equally, if your AdWords ad campaign is managed by someone who has no idea their job, it will cost you real cash.

Some of the things a competent Google Advertising Professional should be doing whilst managing your campaign, and if yours isn't, we strongly propose you get a review of your online marketing campaign today:

Bid or Don't Bother - The whole point of Pay Per Click advertising campaigns is to get on the first page of your Google, Yahoo etc fast. However, where there is in excess of 8 (in normal conditions) even Pay Per Click ads can drop off the first page. Where there is competition like this, there is absolutely no point doing a Pay Per Click marketing campaign if you're not on the 1st page, so either boost your Cost Per Click (CPC) values, or there is no point.

Track Your Conversions - This is modern marketing, this is not conventional marketing, so use that to your advantage. The technology exists to track every sale and from where it comes. You will learn exactly which advert converts to sales and which don't. It's one thing to have lots of people visiting your site, it is another to have a lot of sales. What would you prefer to have for Pay Per Click internet advertising: an advert that generates 1,000 clicks and 1% sales, or one that generates one hundred leads and ten percent sales? For both you achieve the same sales, but the former costs you 10x the price in Pay Per Click advertising budget.

Match the Landing Page - A very common issue is not matching the page that people see when they click your advert, to the content of your advert; which definitely should be targeted at what the user searched for. This simply means that when the user clicks your Ad, they see what they expect. Would you believe that internet users are lazy! Did you know that 1/2 of all internet browsers exit a website in less than 8 seconds just because they do not find what they expected!

A/B Splt Testing your Adverts - This is good Pay Per Click technique and simply involves having more than one advert and testing which works best. Here is one personal example, we had two ads which were identical in every way except the beginning of the top title. One began "Learn to Prevent..." and the other began with "Stop...". Split testing determined that five percent of the people who saw the "Learn to Prevent...." clicked it. BUT eight percent of the people who saw the "Stop..." advert clicked that one. Guess what, we dropped the first advert and got a better quality Ad which ultimately Google promoted to the premium ad slot on the page, for the same cost!

Many Ad Groups - The elementary rookie mistake is to group every keyword together to feed a single Ad. This is usually bad. Keywords must be split up into separate groups with Ad text that accurately show the keywords searched for.

Exact Matching / Phrase / Broad - Google AdWords allow 3 different ways to match search terms to your keywords, but most advertisers just go for the broad matching option. You could significantly increase your Click Through Rate from clever use of the other options which most lazy Google Advertising Professionals do not even bother with.