Perhaps some of the ideas may seem fairly obvious to managers of adwords campaigns. But the aim of the article is not bring new ideas, but delve into the concept of what adwords management. Mainly if a creative approach is better or worse than a scientific approach. To start with the interface of Google adwords, with so many options, it seems rather than science. For example, tools like the adwords editor, offer great information, in a way that adwords professionals, can take decisions based on actual data, scientifically, not assumptions. This results in optimizing PPC campaigns. The information is given in different forms such as diagrams, graphics, lists, and tables. At the end, all such information should be analyzed from a scientific perspective to make the appropriate decisions.

The management of adwords, seen from that point of view, can be considered a science. It is a work that is based on the statistics and mathematics. Many managers of adword can find the following familiar scenario: Monday, 8 in the morning, turn on the computer. The coffee is near the keyboard and despite wanting to try it, we prefer before take a look at data from our campaigns, above all, to changes in the conversion ratios have improved after recent changes? Whatever the outcome, it is the product of a series of methodical actions based on experience. There is no creativity, if I do this action, the results must be these.

Either way, there is a very important factor that cannot be understood from a mathematical point of view. The results are not entirely predictable when it comes to the most important factor in Google Adwords campaigns. It is the factor which focuses on any PPC campaign. What is that factor? Without a doubt, the user. The internet user is the objective of any PPC campaign. The satisfactory result will be when you get the user to do something that we want to do.