PPC advertising is a very effectual tool that could build you a fortune when done properly, but it can also drain your coffers fast with just a dose of recklessness. If you’re new in this type of advertising, you will have to research significantly about it before embarking on a campaign. It may cost you some, but if you’re after only qualified traffic, market-targeted customer lists, worldwide market reach and high sales potential, you won’t have a thing to regret with Pay Per Click Advertising. Fortunately, you will have a number of options to consider for your investment, the most popular of which is Google Adwords. Although advertising guidelines on Google have had to evolve over the five years it’s been in existence, the company remains on top of its league. At present, it eats up about nearly fifty percent of all online searches with the second and third-ranking engines combined not even coming close. In other words, putting your ads there is almost a guarantee of significant qualified traffic to your site. However, this can also be taken that with insufficient knowledge and the wrong moves, you could be easily quashed by competition. One particular change that Google underwent had something to do with the separation of Search Ads and Content Ads, which means an advertiser may bid independently on both at the same time. This means ads on Google Adwords will also be placed on the websites of other companies offering related products or services and other affiliate networks. If you’re an advertiser, it’s essential that these two methods are used and maximized separately from each other. You will also have the option of paying less for traffic from content ads or striking them off your game plan all in all. It is preferred, however, that these ads be launched as a different campaign even if you intend to run them regardless of cost. This may be a boring task but the point is to track your ads to know where your money’s going. Once your web statistics tell you which ads are doing their job and which aren’t, you’ll know which ones to retain and which to discard. Running both of these in a single campaign will, of course, be unworkable. While all this may sound complicated for any PPC newbie, things can and will be learned with a lot of assiduousness and resourcefulness. A good book, for example, will be a great investment if you’d like to do well with your ads. Remember that one-half of every good ad campaign is knowing how good or bad it’s getting to be. When you real web traffic statistics and a scientific approach to conversion tracking, you can be assured that your ads are going where they should because you’ll know when and how to lead them to that right path.