There’s plenty to love about email marketing. Compared to some conventional offline methods, it’s much cheaper, faster and easier. But there’s a challenge to overcome that many businesses struggle with: email deliverability.

Before we talk about AdWords bid strategy, there’s a curious thing about Google AdWords that we should unravel first: advertisers seem to really love them…or really hate them.

It’s the inbound marketing world’s version of the Yankees vs. the Red Sox, the Packers vs. the Bears, or for those whose tastes run in a somewhat more fictional direction, Dwight Schrute vs. Jim Halpert (courtesy of The Office).

Businesses in just about every kind of industry and sector imaginable -- and a few that aren’t that easy to imagine -- use AdWords to reach new customers, and with good reason: when designed properly and integrated in a marketing campaign, AdWords can be remarkably effective.

There are a few fundamentally important calculations on the business landscape, such as break-even, cost-benefit, ROI, and as far as advertisers that play the Pay-Per-Click (PPC) game are concerned: how AdWords quality score and ad rank are calculated.

A long time ago, back when SEO consultants roamed and ruled the earth, businesses that boldly dared to explore the keyword research landscape quickly discovered that it wasn’t remotely user-friendly. Reliable advice was hard to come by, and tools were costly and complex. Fortunately, that’s no longer the case. Well, sorta.

In the last couple of years, much has been written and said about the importance of delivering a positive customer experience. Of course this isn't new news, so this information has some businesses owners scratching their heads and wondering when the marketing world will share its next profound insight, such as that water is wet, or that fire is hot.

It’s the digital marketing world’s equivalent of walking outside in the morning to drive to work – only to find that where your car used to be is now just an empty space, and perhaps a few shards of glass left behind by thieves who didn’t have “broom clean garage and driveway” on their car theft punch list.

Yes, we’re talking about getting your AdWords suspended. So much for Google’s mantra of “don’t be evil”, huh?

In ancient times – so on the business landscape, this is anything before 2010 or so – the metaphor used to engage customers was the good old “radar screen”. And for decades, it was the right image, because the goal was to be noticed and remembered, thus be on "their radar".