The new version of AdWords, targeted to small business owners, provides a simplified user interface and dumbed-down account options – allowing for quick and easy campaign set-up. Pros for the new AdWords edition include accessibility for small businesses and this allows them to take the service for “test drive” and determine if PPC is a viable option for their business. The cons are closely related to the pros in that the simplified account options prevent the advertiser from bidding individually on keywords, using multiple landing page or using multiple ads – all of which may ultimately hinder the ROI on a PPC campaign.

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