We are still firm believers that SEO must be the bedrock of a Search Marketing strategy. A Google Adwords Pay Per Click component could be added as a tactical strategy. We have covered, in great detail, the efficacy of SEO, so we will not belabour the point here. In this section we are more interested in explaining to you the mechanics of a Adwords PPC campaign, the do’s and don’ts so to speak. Advantages on Google Adwords or Pay Per Click (PPC) Google Adwords Pay Per Click (PPC) is fast to implement. Very short tail or single keywords can be targeted. You can control your budget.