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A new paridigm in charging for Adwords is emerging. Pay per action allows for advertisiers to only be charged when a specific goal is achieved after an adver is clicked. This will clearly provide a better return on investment for adwords style campaigns but clearly the cost per action must be more. I don't expecct advertising costs to go down but the return on investement surely will improve.

I have always found the management of Adwords Campaigns slightly tedious. Whilst I apprecciate the benefits, it can turn into a full time job coping with a site having a big budget. One useful tool I use a lot is the Keyword Tool which is capable of taking a url and scrapig for suggested keywords.