Used to be, you could just make a list of keywords, set up a couple of ads on Adwords and let it go - but those days are long, long gone. One of the reasons a small business owner should hire a person or company with real PPC knowledge and experience is that PPC needs to be monitored, adjusted and tweaked constantly. It's a time-consuming task, but for someone with experience it's easier to spot what needs to be done when. Ultimately, it will probably save you time and money to hire someone experienced, set your budget, give them your wish list and let them do what they know how to do.
Of course, you can do it yourself. But only if you're resigned to a long learning curve of mediocre results. And only if you truly have the time to spend. Think about it.
Excellent point you make here. great article.. I like your perspective on this subject.
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