When setting up a Campaign, you add certain Keywords and Key Phrases, and this is what you “bid” on. But, not all Keywords and Phrases cost the same when clicked on. This means that your PPC Campaign needs constant monitoring and Optimising, as trends in your Industry and Online change.
The ultimate benefit of a Google Adwords Campaign is that it evens the playing field. No matter if you’re a Small Business or a large corporation, you still have equal chance for appearing when a Customer types in a Keyword. How great is that!