AdWords is an incredibly useful marketing tool, but like any other marketing effort it requires a lot of research and testing. The success of your campaign is determined by the keywords you choose and why - they might not always be the most obvious choices. You also have to consider the amount of competition for that keyword...it isn't necessarily the best use of your money to bid on a keyword that a dozen other huge companies are bidding $10 per click for. Try to create a niche environment for yourself where you are reaching exactly the customers you want and not wasting your money on casual passers-by that might not be interested. OldWelshGuy also made a good point about landing pages - it is likely that sending users straight to your homepage might lose them, consider creating landing pages tailored to the keywords you choose and enforce the ideas that your user originally searched for.
Chris Taylor - Catdynamics Australia
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