Until recently (sept), 100% of my sales were generated by google ppc. Since then, natural search and advertising is generating between a third of my traffic and new members.
However, I spent the previous year glued to my google ppc account. Because my online education curricula is very low cost, I needed to manage my cost per customer acquisition very tightly. But, despite google being my No 1 business partner, they were not that helpful in teaching me how to use and optimize my use of their tools.
I did a monthly analysis by keyword of my spend per new customer (ie avg cost per click x number of clicks = total cost. Total cost / new customers = cost per customer.) For keyphrases that did well, I increased my bid. For those that did poorly, I decreased my spend.
New features seemed to show up faster than I learned them. The ability to put the keyphrase automatically into the title was a cool one that I stumbled across after unthinkable amounts of time on a manual approach to that function.
There are not that many good articles on this topic. Heres one.
http://www.prnewsnow.com/Write%20Better%20PR/How%20to%20Cheat%20Google%20AdWords%20Select
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