At this point, paying for advertising on search engines is a must. Just about everyone is doing it. When setting up campaigns, you’ll want to do extensive keyword research to see what keywords fit your company and industry. It's important to pinpoint your target audience and choose what keywords to bid on that would make the most sense for your company. You want to show ads for your products, services, etc. in your specific targeted locations. Be sure to check out some best practices for deciding on how you structure your Google Ads account and campaigns. After you have a campaign outline in place, you’ll want to make sure you don’t forget to bid on one of the most important keywords – your own brand.