It's vitally important for your wallet to have a good system of Google Adwords management.
If you don't manage your Adwords campaigns, you'll break the bank sooner than you expect.
When you first start an Adwords campaign, Google will “advise" you on the cost per click. This isn't done out of the goodness of their heart – it's done to increase their bank balance at your expense.
Trouble is, we trust Google. And this is one instance where that trust is very expensive.
As well as adjusting your maximum cost per click, you also need to look at a couple of other settings in your Adwords campaign.
To make sure your advert is shown as often as possible, Google will help your Adwords management by switching on their search partners (big sites like AOL) and also their content network.
The search partners are usually a good group to have on board. They're comprised of other search engines which, although they're not ranked as high as Google, still get a decent amount of traffic.
The content network is another game entirely. Done correctly, you can get a ton of traffic for a handful of cents per click. Done wrong, your wallet is emptied in the blink of an eye.
To get cheap clicks, you need to set separate bid prices for the content network. The quality of the sites your advert is shown on varies enormously. Some of them have been put up with the sole purpose of getting Adsense income. Fortunately, the search engines are doing a better job nowadays at keeping these out of the main search results. Quite a lot of the content sites are highly targeted sites, run by enthusiastic owners. Getting your advert on these should result in good quality traffic at a fraction of the cost of the regular search results.
To get your cheap Adwords traffic, switch on the content network and switch on separate bids. Set your maximum click price for the content network at between 10% and 20% of you regular bids. You'll start to get cheap traffic from these bids which will help keep your campaign cost down.
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