I’ve been asked this question several times over the last few years and so I’d like to do a run down on the initial aspects of PPC that any new account holder will have to go through. Of course there are particulars that apply to specific industries or goals which I do not touch on.
In Google AdWords there are many options and settings which you can tweak for different effects and for different purposes. One such feature is found in Edit Campaign Settings under Scheduling and Serving: Ad Serving.
Just read through all of Google's Webmaster Guidelines and noticed there was no mention of avoiding paid links. Hmmm... Do you think they simply forgot to mention this in their popular guidelines for webmasters?
Over the last couple of years I've noticed a couple things in the search space: 1. keyword tools are unreliable 2. PPC traffic can show some valuable search trends. Well here’s the point: PPC and SEO help to inform each other consistently.
Finding the proper keywords is the cornerstone of any successful SEM campaign. I imagine every PPC manager out there begins a campaign with keyword research in order to find what keywords are going to generate the desired traffic to a website.