The last time we talked about Pay-Per-Click advertising, I told you about the massive advantage paid advertising has over traditional search engine marketing. It can all be summed up into two points:
* PPC advertising allows you to bring traffic to your website in just minutes .
* PPC pays for itself AND your other SEM expenses (like link-building) while leaving you a decent profit margin .
Yes, PPC advertising can really take your ads live, and bring your website traffic, in just a few minutes. In fact, once you have set up your advertising campaign (we’ll talk about this a little later) and gone "live", it takes less than a minute for the first visitor to show up at your website.

Instant Traffic
And this is not random traffic. We are talking about laser-targeted visitors who are actively looking for the services that YOU provide. To take a real world example – instead of promoting your newly-opened restaurant, if you had the option to implement a marketing strategy that would bring you hungry customers to your doorstep, wouldn’t you take it up? Of course you would! PPC advertising is the Internet version of this scenario. It will bring you "hungry" searchers – people who have a "need" for the information and / or solutions that your business provides.In the rest of this article, I’ll spend some time telling you a bit more about Google AdWords, and then cover some basic strategies that will help you succeed at Google AdWords in particular. If you aren’t using AdWords as yet, I would strongly recommend that you switch over (I’ll tell you why in a minute). If you are already using AdWords, or are contemplating starting your PPC campaign, then read this article very carefully – it includes techniques that form the foundations of a successful PPC campaign. In other words, to benefit from the methods below, it doesn’t matter what PPC engine you use – the basics remain the same.

Why Google Adwords?
Many people have asked me why I support AdWords when there are much cheaper alternatives, and also why I choose AdWords over Overture (now known as Yahoo Search Marketing). I’ve addressed the first question in part 1 of this two-part series on PPC – while AdWords and Overture may be more "expensive" in terms of cost per click, they are far more effective than other PPC engines when it comes to the following:
* Market Reach – combined, Overture and Google AdWords cover over 80% of the search engine market.
* Quality of Service – AdWords is far easier to use and set up compared to any of its competition, even when compared to Overture (which requires a manual review of your keywords and ads, leading to a 3-5 day delay before your campaign can actually go live).
* Quality of Traffic – The top 2 PPC engines bring in significantly better quality traffic – especially when you measure traffic in terms of conversions. Add to that the fact that these two are less afflicted with click fraud than the rest of the industry and you have your case made.

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