In the past, you could optimize your adword campaign by simply having a higher click rate and bidding more than your competition. However, Google has announced that it will start to take the relevance of web sites into consideration when assigning the order of a SERPs adwords. This has the added issue now of not just bidding up your ad words, but successful PPC campaigns will need to use some natural SEO techniques. To get the best placement now, you may be able to cut some of your cost per click by having the right tile tags, headlines and keywords in your content.

This is especially good news for the smaller business, in light of recent PPC statistics. These stats claim the average search ad’s cost has increased 37% from January 2005 to January 2006 Many well-funded companies have used adwords as a branding tool, and any sales which came out of their campaigns were looked at as a bonus. This practice had the potential to force the “small guy” out of the Google ad market.