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Google Adwords defintely the top range and the upcoming alliance between Microsoft and Yahoo should be interesting. They claim their combination will equal to 30 percent of search traffic. I'm really excited to see what they can do with the new system integration. But back to Adwords, what Dcrux say is defintely imporant. If you are new to PPC definitely start out by applying the best methods like high converting keywords but lower volume or just make sure that your adgroups are tight and not just irrevelant words thrown inside for convenience.