What is your purpose for having a website?

Branding, Your raising awareness, perhaps your not using specific keywords so that your getting a broad range of an audience.

Sign ups, Perhaps you have a newsletter sign up on your website.

Ecommerce Conversions, Your selling a product or service, your keywords and negative keywords in your Adwords Campaign may dictate what type of visitors clicks on your Google Ad.

Keyword Research is the most important aspect of your website and your advertising.

Your keywords are the names of your services or words of your products you sell. They could reflect your physical location.

You are recommended by Google to use proper Keyword Density which means, by Google standards, do not over use or stuff your page full of a number of keywords.

It is possible to research the number of times a keyword or keyword phrase has been searched and also predict the amount of traffic you may bring.

SEO involves placing your keywords in the proper places on your webpage. Each webpage can stand on its own, reflecting your product or service. Certain areas are very important to Google's search engine. Each web page probably shouldn't have over 3 - 4 keywords.

SEO along with links to your website from other relative websites is what helps move you up the left side of a Search Engine Results page. It often takes months to see results from the Search Engines.

 The purpose for PPC is for your ad to show up on the right hand side or the very top of Google's Search Engine results page. These ads are auctioned, meaning your bidding for position on your important keywords.

It is very important to understand all the features of a Google Aword account, since your in competition with other businesses. It is easy to spend money, the key is attracting the right visitors that are truly interested in your product or service. Keep in mind that each click or per one thousand views of your ad costs you money.

The great news is,you can obtain more customers/clients for less advertising money targeting your true audience.