Google Adwords
In this manual, we are concentrating on Google's PPC service - AdWords - as it is by far the most popular and drives the vast majority of PPC traffic throughout the internet. (Yahoo and Microsoft's services operate in a very similar fashion, with subtle nuances of their own which are not significant for our purposes).
The PPC advertising industry is less than 10 years old, so there are inevitably updates and changes to any system on a regular basis. Google's own AdWords service is approx. 6 years old in its current form, with a couple of significant upgrades to how the service works having been implemented in that time.
The basic principles, however, have remained the same, and all the signs are that they will continue to do so for at least a few years yet.
What follows will be a comprehensive introduction to utilising AdWords for the promotion of the www.vam.ac.uk web site as a destination address for potential site visitors.
It is based on the current signup procedure, which is, of course, subject to the possibility of alteration and updating by Google at any time.
