I know Google comes across as the "Great Bear", but in all reality there is nothing to fear. Just keep a few things in mind when using Google Adwords:
# 1 - When starting out, keep in mind that Google will set a minimum CPC for your ads to come online until you build up your quality score. If you don't know what quality score is, check here:
Quality Score for Google and the search network - Google AdWords Help Center
# 2 - Don't add too many keywords into one ad group. This is not only a good tip for Google, but for any PPC account you run. This will not only help out your CTR, but it can play a major role in ad relevance which directly affects conversion ratio.
# 3 - Don't get drunk on having your ads in the first position. Some SEM's will tell you that to get max traffic you HAVE to place your ad's on Pos # 1. Don't pay any attention. Many search engine studies have shown that you'll get more target traffic, if you play it cool and settle for something in between 3-8.
# 4 - Write multiple ads. Test, test, & test. You can't go wrong with adding 3-4 ads into your ad group. This will not only allow you to maximize your ad group's potential, but you'll be able to view the highest converting ad and filter out the non-performers.
# 5 - Don't put all your eggs in one basket. What I mean by this is, too many times PPC managers place all of their ad budget into their industry's top keywords. If you take the time to study what your customers are looking for you'll be able to develop the "long tail" and focus on more specific keywords. In doing this, you'll see higher conversions and a much more cost effective campaign.
These are only a few nuggets that should help you get started.
Hope this helps.
