There are two reasons to love Google AdWords above all other pay-per-click search engines.

The first is apparent: Google is used 200 million+ times a day.

The second reason is that AdWords rewards advertisers who are smart, and punishes advertisers who are stupid. In AdWords, ad placement is only partially determined by how much youre willing to pay for each click. The more important determining variable is how high your ads click-through rate is.

What this means is that a well written and clear-cut advertisement may rise in placement, even if the actual cost-per-click for that ad is set low. In simplest terms this means the little guy (me) might compete with the big boys (giant corporations with mega advertising budgets) and win.

One of the best ways to do this is by employing sideways thinking, or thinking outside the box.

For example, lets suppose you want to promote an online gambling page . Well, every Tom, Dick, & Harry knows that all the apparent keywords for this (gambling, online gaming, gamble) are already going to be used by all the other everybody out there who are running ads for online gambling sites, and those keywords are going to have very high bids on them.

But if you sideways think this merchandise , perhaps you can get to the same (or a similar) audience without even competing for those keywords. Keywords like: Atlantic City fun, things to do in Las Vegas, Bugsy Segal, Rounders, high stakes, etc might bring your advertisement to the same interested audience at a fraction of the cost. And if your ad copy is nice and incorporates your keywords, you should see your click-through rates jump through the roof. And since Google likes and rewards high click-through rates, your ads will climb in position, even against all big-money casinos that are bidding $20 per click on the regular terms like gambling

Now understand, the above is only an example off the top of my head. I do not actually promote online gambling products and for all I know the keywords Ive suggested arent really efficient; this is just an example of how to sideways think.

But once youve learned to sideways think your businesses products sell , you might compete effectively in even very crowded markets and blow the big boys right out of the water.

Daniel Brough is the founder of AdWord Wizards, a free of cost mentoring program constructed to teach anyone how to profit from pay-per-click search engines. Want to beginning a profitable AdWords campaign in less than 30 minutes? Come to http://www.adwordwizard.com and sign up for this costless script.