What a can of worms we have here
Right up front here, I've been learning and growing at this for about 6 months now. At this point I am able to break even with my PPC bill. I'm heading in the right direction anyway (slow and cautious). Get burned by Google enough times and you either duck your tail and run or get calluses on your credit card.
Maybe I'm just pessimistic, but when you first start Adwords, just be prepaired to loose money. The question is 'how much is this education worth to you'. There is a learning curve ahead of EVERYONE ( can I get an AMEN !?!? )
There is a lot of research to do before starting any Google campaign. Even after I spend several hours tuning my keywords and estimating supply and demand. I set my spending limit to what the profit on one sale would be. and have 4 or 5 going at a time to try and balance everything out. Ditching the loser and replacing it with a new one.
You have to stay on top of this because Google plays for keeps.
The only other thing for now would be that your keyword cost will raise and fall on a minute to minute basis depending on your CTR. If the text in your ad does not encourage people to click on it, Google will penalize you because your ad copy is irrelevant. Why - because they can.
Just proceed with caution. All the Adwords and keyword books in the world will not replace getting your hands dirty, or straighten out the learnign curve any.
Brandon
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