Google Adwords for Small Businesses

This insightful article from the New York Times is a great intro to Google Adwords (or paid search) for small and medium businesses. Anyone can create a paid search campaign by bidding on a handful of keywords. The danger is this space is highly competitive and small businesses should be looking at a more comprehensive campaign with thousands of longer, more specific keyword (keyword granularity). This will increase reach and minimize costs. Running a successful campaign takes a lot of time and expertise, as the author pointed out.