An 11-year perspective on AdWords Management

It’s well over 11 years ago that I started managing AdWords campaigns for businesses. Back then it was quite difficult to go badly wrong simply because clicks were cheap, mainly because Google’s pricing algorithm meant that the amount you paid was set in large part by how much competitors were bidding to get their own ads displayed against the keywords you were targeting. If no one else was bidding, something which happened a lot in the early days, then clicks were a few pence/cents. You could even get high value traffic like people seeking life insurance or legal assistance for a few pence a click. Nowadays you’d be paying $10 and up.