Here are the "jagged rocks" that you must safely navigate to stay afloat: There is a steep learning curve. Setting up an Adwords campaign is a little trickier than for most PPC Search Engines. Although Google gives you a lot of flexibility and options in setting up your ads, this can get a little confusing for the new user. Google does provide contextual help but you know that most company manuals are not written for "the rest of us". Even if you have a million dollar advertising budget this isn't enough to keep your ads listed in Adwords. You cannot pay your way to the highest position for long so must know how to write ads that will get a high click through rate (CTR) and therefore higher listings. You can end up paying too much per click. There is no way of determining how much your competitors are paying per click so if you bid too high you can end up paying more per click than necess...