Google PPC Advertising

Even if Google Ads is not a great option, Google made the test very solid, very safe, easy to back out options, lots of detail in the reporting, a few gotchas (apply campaign changes, but no simple back out, or clear comparison option), very low cost trial so a great way to verify my results and possibly do way better.

Very fair, low risk, no crazy contracts, Piles of feedback. Would recommend that other try simply for the lessons learned but maybe start with the following warnings in mind.

0. FIRST FIRST: Don't create a Google Ads account... Yet!
1. FIRST: Install StatCounter (or something similar) with the relatively low cost premium option that lets you really see what your site visitors are doing. Look for problems and fix them. Ad traffic is highly unforgiving and will abandon much faster then organic traffic - so you need to fix what you can before you start or you end up wasting money. This may take months to do.
2. Once you are ready... then, and only then, create a Google Ads account. The start-up coupon has an expiry and you don't want to be forced to spend money just to get the coupon. So if you are not ready then go back to step 1.
3. Start slow with a low ad spend, and then ramp up as you become confident that your money is doing what you intended.
4. Never stop checking in, especially after you have made even a minor change. Your Ad money does not want to work for you. It just wants to role into the easiest and nearest bucket. Therefore you have to constantly corral it to ensure it is heading in the right direction.
5. Avoid the Display Ads and Search Partners. It just results in a pile of low quality clicks that confuse your metrics. It is far better to accumulate your Ad funds to apply to a later day when the clients you really want are actively looking.
6. Decide if you want to cast your net wide to raise awareness and possibly discover unexpected traffic sources (not free), or get really focused and with the intent of making back your investment. Both have value.

Ads also benefits from Organic marketing and solid site/product/service work. An Ad that dumps a user into an empty shell of a site is quickly abandoned, but an Ad that sends a visitor to a solid site with real content is a happy find for the user.