The other extensions are in limited or beta release, and all of them look to be worthwhile. For example, Ad Sitelinks can hook up someone searching on a product not necessarily on your landing page, but possibly on a more relevant page deeper in your site, such as a gift registry page. You’re only charged if the searcher clicks through to your site from the ad, not if they expand the Ad Sitelinks plus box and don’t click through. The official Adwords Blog breaks it down for you, including a new feature called Search Funnel, which lets you manage your advertising data in almost countless ways so you can figure out what’s working and what’s not.

But then, the keywords you want may be too expensive, so your ads don’t run much. So you have to choose other keywords that you can afford to bid on. How do you even know if your AdWords money is well spent? You’ve got two choices: hire an AdWords consultant, or get educated yourself. One costs money, and the other costs time.

The first thing to do is download the Google AdWords Conversion Tracking Guide and read it. It tells you exactly what to do to your site to be able to track AdWords conversions. After you digest this, consider downloading AdWords Editor software from Google. It’s a way to manage your AdWords account. You might want to consider enrolling in the Google Advertising Professionals program. It’s free, and if you spend a little time every day working through it, you’ll be able to manage your pay per click campaigns to their best advantage.