If you are thinking about doing PPC yourself you should read Advanced Google AdWords by Brad Geddes twice and then attend one of his two day training sessions.
This is not light reading. It is close to a difficult math class. His training sessions are not something that you will go to, sit there, sip coffee and fart. They are heavy in math and spreadsheets. Most people go there ready for coffee and farting and leave after the first day because they got burned out on the math.
Success at PPC is a math game on top of a word game.
If you do this study and invest yourself you will be paid back with a chance of success (no guarantee) against the smart and dedicated people who make money at PPC.
If you think "I can do this" and don't do the math and the conversion tracking then you will be pissing your money way. Lots of the pros who take money for PPC can't do the math and don't have any idea if you are making money or losing money. If you do hire someone to do this for you insist on seeing the math on a regular basis as competition and bidding change over time.
If I was you I would invest in the SEO and at the same time start reading that book and getting myself to his training.
If you work really hard and are lucky then one of these routes will work. If you are really smart, do the math and hire a good SEO you will run your competitors out of town.
Crimson Penguin gave you some good advice above... Pay no attention to the other one sentence answers. PPC isn't that simple.
Last edited by EGOL; Jun 10th, 2012 at 08:57 PM.
* "It's not the size of the dog in the fight that matters, it's the size of the fight in the dog." Mark Twain
* "Free advice isn't worth much. Cheap advice is worth even less." EGOL