As I manage advertising campaigns in the wee hours of this Wednesday morning I have noticed a flyer from Google lying on the corner of my desk. This particular piece of marketing material is about their somewhat new program called Adwords Express for small business. I understand the consequences of using this “express marketing system” but then I begin to think of the benefits it may offer to businesses that simply want online marketing. This could quite possible the easiest way to advertise online.
Consequences
Google has one very important key concept that you, as an internet advertiser, need to be aware of if you ever plan on succeeding with pay-per-click 
online advertising. Get this right and Google will actually reward you by giving you less expensive clicks, higher rankings and more customer exposure. Get it wrong and you, like many, will suffer the consequences of paying too much, ranking less often and therefore allowing your competition to devour you.