Google Adwords can be a very powerful marketing tool if used correctly. It can bring in visitors to your site almost instantly and help you to get to the top of the search engine results with little effort.

It is relatively easy to set up a Pay Per Click campaign, and many people do it without really understanding exactly how it all works and what they need to do in order to get the most for their money. There are so many settings within Google Adwords (PPC) that it can be hard to know which ones you should use.

Google often set many of the settings by default but this is not always the best setting for you and your business. You need to be able to tailor the settings to suit your needs and get the most out of your campaigns. When you set a campaign up be sure choose the “all features” option rather than a standard campaign this will allow you to tweak each setting individually and give you full control over the ads and keywords. 

Another option that you may want to check is regarding the budget. You can allow Google to optimise your budget to obtain clicks, but again this leaves you little control to be able to set your own budgets per keyword etc. If you are not confident with Adwords then it is recommended that you use a specialist company to at least set the initial campaigns up for you.