[Paul Norman]

I run some very big adwords campaigns for clients. In so doing I work closely with Google consultants who I find consistently helpful and knowledgable.

I have little to add to the advice gone before, other than to state the obvious - if you are spending big money on any marketing you should spend a lot of time fine tuning it to get the right results. I expect to 'fettle' the adwords campaigns daily, and to liaise regularly with my clients to be aware of any changes in focus they may wish me to reflect.