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Originally Posted by J-Rodd
I have used AdWords with quite a bit of success. In fact, currently it is the only way I am listed on search engines, my CTR is about 4% and my conversion is about 10%. I don't have a large budget, but I have noticed that you don't have to spend a fortune to make them work. I don't try to get the top AdWord listing, as that can be very costly. I focus more on the wording of my AdWord so that it attracts the right people. So far I am very pleased.
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Yes - you can get exceptional results but like anything you do need to work at it.
The most important part starts with the ad itself and Google tend to help out alot here (simply because if your ad works they make money).
After the click though you are on your own - so it comes down to 3 things:
1. you are targeting wrong phrases for your website content, products, or services, or
2. your website isn't developed properly to gain maximum sales potential, or
3. the AdWord landing page is the wrong one.
While there are many exceptions to this - these tend to be the main problem areas.