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AdWords, also known as Pay Per Click Services, or PPC, is becoming more and more powerful for business owners to increase web site traffic and find targeted customers for your products and services.

Unless you have the time, money, or knowledge and skills to obtain natural (organic, free) first-page Google or Yahoo rankings, seeking out reputable pay per click advertising services is your only successful Internet marketing option.

Your advertising budget used to be set aside for direct mail, print advertising; for example, newspaper ads, coupons, flyers, etc.

Conversely, you must now use a larger portion of that advertising budget for Internet marketing.

More than 70% of the United States population uses the Internet to find a business now. If you are not advertising on the web, you are losing a very large chunk of money.

How do you pick an honest pay per click company? Do they need to be a large AdWords company? Do they need to be a smaller PPC firm, or an individual AdWords expert? Who has the best skills, and who will increase online traffic for your business at the lowest price?

Make sure you shop around, and ask a lot of questions. What kind of questions?

This is your money we are talking about, your advertising dollars, so you need a ppc management expert who has already implemented successful adwords results for their clients.
As for the services itself, here is what you need to look for, without the techno mumbo jumbo.

1) One-on-one telephone conversation so the actual person doing your Google AdWords campaign will know what and how to properly research your competition, products and services.

2) Highly researched keywords based on your product or service. Everyone uses automation to obtain your initial set of keywords, but after they glean these, make sure they go through EACH one, eyeball-to-eyeball from keyword-to-keyword.

It literally takes psychological analysis and in-depth keyword research to know which ones will convert into a sale for you.

3) PPC Ad Writing. How many ads will they write for you?

4) SEO on-page optimization. Does the company or AdWords Professional you are interested in hiring provide you with the highest searched keywords in your field that will increase your on-page SEO (search engine optimization)?

5) Follow-up Optimization Testing. Once your ads are running, do they leave you high and dry if you do not pay them outrageous monthly fees of anywhere from $300 to $1,000's of dollars, depending on your budget?

6) Check your daily budget and area in which you are advertising. Are you advertising on the content network? Why?

7) And lastly, go with someone you trust. Let your gut instinct tell you whether they are treating you as if it were their own advertising budget and funds, or if you are just another credit card hitting their 'cha ching' bucket.