Google earnings highlight success of PPC

Google announced higher than expected quarterly earnings today - even as growth in paid search slowed.

Google's earnings show that marketers and searchers are finding a mutual benefit in search. Though caution should be exercised on behalf of small budget marketers such as network marketing distributors as the learning curve for running a successful Adwords campaign can often be costly.

A successful PPC effort needs to balance the ad and keyword selection with the landing page and offer into a seamless line of thought. High CTR's are simply not enough. The marketer must understand what the searcher is looking for when they enter a keyword search and be able to clearly communicate a solution.