O.K. Here's another tip:
In the Adwords game, relevancy is EVERYTHING. In fact, if you have a highly relevant keyword, you can be paying 5 cents per click, while the people beneath you are paying much much higher.
I have one example, where one of my keywords is top of the page. I pay 5 cents. The listing below me also advertises on Overture. He/she pays $1.05 for the same term there. So, although I don't know what they are paying on Google, I bet it's more then 5 cents.
So, how is relevancy determined? First, and foremost, you have to write headlines and body copy that solves whatever probelm the surfer was surfing for. This, in itself will most likely increase the number of clickthrus to your site. Which in turn will move your keyword up the ladder..and so on and so on.
But, just getting people to click isn't enough. You have to make sure that your destination page also gives the surfer what they want. This is for 2 reasons. First, if it doesn't deliver on the promise presented in your ad...then you have just wasted your money. The surfer will see that he has been had, he will hit the back key and you lost the surfer and your money.
Second, just like your webstats can tell you the path a surfer takes from your entry page to other pages on a site, so can googles cookies. (At least, this is the theory). So, if a surfer clicks on your ad, and then hits the back key right away, google's cookie system registers that the site most likely wasn't relevant. And you start your downward spiral.
Some people will tell you what I said above is true..others will say it isn't. But either way, if your site isn't delivering on the ad's promise, then your conversions are going to be low anyways.
It's not enough to just use
Wordtracker and
Ad Equalizer Use common sense...a skillful marketing approach will beat out shear volume any day. Again quality over quantity. (An example, notice how I slipped in my product plugs above without setting off the instant "spam" alarm)