Let's hope by now you and/or your company have learned about the basics of search engine marketing (SEM), via Google, Yahoo and MSN. But even if you haven't, you are probably getting a sense that there are ROI opportunities galore in 'dem there Google ads.

A fully functional SEM program with a big budget will usually require a dedicated resource to ensure the maximum number of clicks or conversions you receive from your spend. However, if you currently lack this resource, you can still get your feet wet and beginning reaping the rewards almost immediately.

Pointers for Getting Started
Sign up with Google, Yahoo, or MSN now. They're free and take little effort. (Eventually you will need to provide your credit card information in order to run ads)
Pick a few key words to bid on that are related to your products, services, website...whatever. It's good to pick words that are moderately competitive
Write a couple ads that entice searchers to click, i.e. free quote, whitepaper, etc. Be sure to follow through with your offer on the webpages you send them to!
Give your program a dedicated budget. Say maybe $250 -$1,000/mo.
Check in on the program at least once a day to see how it's performing

I know this sounds like an over simplified approach, but it really is that easy. Don't Be Scared! Once you get your feet wet, you'll say to your colleagues, "Come on in. The water is fine."