Thousands of companies are now using Google Adwords to promote their businesses, however most are paying over the odds and missing opportunities. 

Follow these guidelines for better results.

• Use professional software like www.wordtracker.com or ww.keywordelite.com to research keywords.
• Avoid generic phrases such as "video camera" go for specific terms such as "Sony HD Video camera"
• Limit the geographical reach of your adverts to start with.
• Try for positions 4-7 on the page, you will get much cheaper "clickthroughs".
• Use groups of ads getting your keywords in the title as often as you can.
• Split-test your ads. Use two very similar ads and then replace the weakest ad after 30 hits.
• Sign up for" google adwords guru"  Perry Marshalls free adwords course at http://www.perrymarshall.com/
• Use a subscription form to capture the e-mail details of site visitors.
• Use Google Analytics to track site visitors.