Everyone might have noticed that Adwords and all “pay per click” advertising programs charge you per click, not per impression, action, or sale. What does this mean? It means it is now on you to ensure that you are a) paying the right price per click; b) purchasing the right keywords; c) writing ads that people will actually click on; and d) making sure clicks turn into sales. Google will serve ads for you, but other than that, it’s up to you to figure out.

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