I needed to lower my Adwords costs. After 3 days of trying, my frustration turned into anger. You only get this far if you can actually listen. All the ads I wrote where a miserable failure. Then it hit me. The reason I failed was because I didn't take the time to listen. I didn't take the time to learn the dance I was engaging in. I couldn't find someone to dance with me. I'd like to share with you an insight that I use every time I'm struggling with copy.

Tools are essential in search engine marketing. They save us time, teach us about our market, help us grow our campaigns and make our job easier. Sometimes, they make the difference between a good search engine marketer and a great one. Here are 3 absolutely free tools that are rarely talked about but can deliver very useful insights for your paid search efforts. 1. Microsoft Advertising Intelligence The first on our list wasn't destined to be used with AdWords.