ON ONE HAND…
You probably will not succeed with Adwords Communication and/or Adwords eCommerce in 2009+, unless you fully understand (and accept!) the core “Google Mantra” above, that has been constantly evaluated, re-worked and fine tuned ever since Google entered the World Wide Web;
Google AdWords highly rewards publishers who provide measurable quality to Google’s (always) primary target segment: “The every day user.”
The ad-price you are going to pay for your Google ads, has been an ongoing calculation from 2003 uptil now, and is always derivered partly from your so called “Quality Score”:
2009 Update: Google is currently beta-testing “Cost per Transaction” (Currently only US & UK), where you first pay when you made a sale or sign-up on you site – This will give you near to complete control of your ad-budget as your ROI is now determined even before you put money on the table!
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