Think of a podcast as a way to deliver audio content to a very large worldwide audience. The easiest analogy is to think of this technology as giving you power to create your own online radio program.

First, name is a little misleading. It comes from 'iPod' and "broadcasting". It doesn't mean you need an iPod to get involved. You can listen right on your computer.

Podcasting is made possible by RSS (a type of XML computer code). But have no fear! You don't need to know programming at all. RSS is simply a delivery system that allows people to subscribe and stay up to date any time you add a new podcast show.

Having an iPod or similar digital MP3 Audio player is not required. You can download audio files to your device and take audio shows with you. Or you can simply stream audio and listen to podcast show on your computer.

There is a lot of free podcast audio for you to listen to online. Do a search for "podcast" or "MP3" and you'll see what I mean.

What's out there? Music, interviews, seminars, educational shows, technology shows, news, sports...the list of topics is amazing. Some people say that podcasting it's going to replace radio and TV.

Not True. However, podcasting is changing face of online audio and traditional radio. Podcasters already number in thousands. The number of businesses and individuals making podcasts is growing at a rapid pace.

So where can you find these podcasts? Check out any of these sites:

www.podblaze.com www.podcastalley.com www.podcastbunker.com

So you've set up your account and your adverts are showing, you type in a keyword search term you know your ads will show for but hey - you're not in list!!!

Why is this?

Well there are a number of reasons why this could happen - here is link within Google's FAQ that lays them out in detail: Click here

We will now focus on one of these issues in particular - your daily budget allowance and how right mix of maximum CPC and daily budget is crucial for success of your campaign.

For keywords that are not as competitive, you may well get 100% exposure of your adverts throughout day. This is of course ideal but in case of competitive keywords it is not usually achievable as cost to display them would be prohibitive.

How can you maximise your exposure for a given keyword?

Why?

Consider this - you decided to have a max CPC of £1 and a daily budget of £2 pounds, by midday you have had 2 clicks averaging £1 - Adwords stops serving your ads because you've used your daily budget.

For rest of day your competitor's ads are showing and yours are not.

But if you increased your daily budget to £5 and reduced your max CPC to £0.5, you could have 10 clicks or more depending on actual CPC's.

Getting right balance with daily campaign budget and maximum CPC's is crucial to maximising your profitability with your campaigns.

If you have a limited advertising budget (and let's face it, most businesses do), then you are better served having your advert in one of lower display positions on first page and shown more often throughout day (i.e. more exposure), more exposure you have more clicks you will get and consequently more sales.

Therefore - increasing your campaign budget will be more profitable (you must of course be working hard on conversions) than increasing your max CPC, i.e. increasing your advert exposure rather than your advert's position on search results page.