In an era that is typified by non-present consumers, the internet has come forward as a popular medium. This also means that everyone is turning to this medium. That means the smaller business person will feel he is on unequal ground with the large companies. Thus he may look to non-traditional ways to advertise. The marketing offered by Google in the form of pay per click advertising has provided an option. If you have ever explored the options for advertising on the internet will know about Google Adwords. Google's Adwords permits a marketer to create their ads based on specifically chosen keywords. These ads will in turn be shown alongside the results from searches made on these keywords. If you happen to not be familiar with Google's Adwords you only need to go to www.google.com and put a search term in the search box. You will be taken to a page that has a section on the top and on the right side that is labeled 'sponsored links'. Ads in the 'sponsored links' sections are made using Google's Adwords. Launching and managing a Google AdWords campaign can be a daunting proposition. Indubitable the added exposure a venture such as this will bring can multiply profits, but because Adwords operates using pay-per-click (marketers are assessed small amount of money each time a web searcher clicks on their ad to go to their website) the potential for quick depletion of the ad budget is a very real prospect. For this reason it is important that a pay per click marketing campaign be carefully managed. The first item in question is the careful selection of keywords. It is essential that the keywords pertain to the subject in question and be specific enough to ensure that the browsers who are viewing them are likely to make a purchase but general enough that anyone browsing without a specific idea of what they are looking for will be directed to the advertisement. As the marketer contemplates what to bid on a keyword they must consider what amount will fit into their budget for their campaign. Ads online will undoubtedly bring leads that will not produce a sale and just end up being an expense. It is vital that the marketer take care when assessing the possible profits of campaigns before committing himself to the venture. If a marketer is willing to bid 30-40 cents per click on his advertisements, he is going to find them slotted higher in the 'sponsored links' section of a search results page than the ads that only have a bid of 10-15 cents per click. This will help more people see the ads because most internet searchers are only willing to go a few pages into a search result. If the leads from these clicks are un productive, they don't bring any sales, than it is a simple waste of the 30-40 cents spent on the click. After you select keywords and set your campaign in motion you must carefully check the progress of the ads and keywords. Ads that are unproductive just lead to wasted advertising monies. The ads that are put on a search engine like Google have links that connect it to the website. This lets the webmaster find out what percentage of the traffic their website gets has come from the ad he has placed. If an ad only brings in a small percent of the traffic then a reformation or withdrawal of that ad is appropriate. Success can be attained carefully managing your pay-per-click campaign, in fact it is the key. But if this all seems too much for you, there are many businesses that will be happy to set up and manage the campaign for you (of course they charge you a fee). Either way you can attain that success.