My ongoing Adwords PPC campaign management learning experience has been a fruitful one. I’m starting to learn a valuable lesson. Don’t short yourself by not being willing to pay to be competitive on the most affective keywords. It pays to adjust your max cpc in order to get your ads within the top 10 sponsored results… literally it pays! Chances are there will only be a handful of specific keywords that people are searching in order to find out about your product or service, so it doesn’t do much good to think that ranking high with the “other” more obscure keywords will pay off, because it won’t. Like that old saying, “It takes some to win some”.