I have just replied to a question on linked-in and decided that my answers were good enough to actually write about it in a blog!

So my first tip for people who might consider Google AdWords -

Does your website provide a page / information on the keywords that you would be bidding for? For example, if you had a pet store website – there would be no point bidding on “pet food” if you could only buy it from your shop, and not from the website. Don’t bring people to your website for a product or service that you are NOT currently representing on your website (but you know that you offer).

People coming to your site on the back of a click from Google AdWords EXPECT to see what they searched for – not your home page, or a “call us” from more details message.

Put simply – if it doesn’t appear on your website – don’t bid on it!