Adwords is the easiest way to drive traffic to your website. It will deliver traffic starting today, unlike SEO or social networking which take a long time to bring traffic. Plus, if it is used correctly, it can provide traffic cheaply.

To control Adwords costs, you must have high quality scores. To get a high quality score, your keyword, ad and landing page must all be relevant. When you have all three working in harmony, your quality scores go up. With high qulaity scores you can lower your CPC and slash costs while maintaining or increasing traffic.

Relevance is the golden rule of Adwords. You must have tightly grouped keywords, ads and landing pages. I recommend having only one keyword per ad group, and then a landing relevant to that keyword.

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