The challenge of Paid Search/Adwords can be quickly dismissed once one realizes the incredible possibility of impressive results.
There are many educational resources for “would-be Adwords experts” along with plenty of tutorials, agencies, and expert-trainers who can be hired. However, in my experience, the only real way to master Adwords is to dive right in and start building campaigns yourself.
This tutorial isn’t going to teach you the basics of Adwords, SEM, or any other entry-level approach to Paid Search Marketing. Instead I’m going to focus on the area of Adwords that in my opinion is the most overlooked and can really be the deciding factor between relevancy and completely unrelated traffic.
It can be the difference between generating a lead or generating a bounce. It affects your quality score, ad relevancy, the frequency your ads are shown and perhaps most importantly YOUR WALLET.