If you use Google Adwords to advertise your website then you need to ensure that you are keeping on top of your campaigns. It is easy to set up a campaign and keep pumping money in to it without really checking what sort or results you are getting.

Each keyword within an ad group will have a Cost per Click (CPC). This is the amount it will cost you each time someone clicks on your phrase. The higher competition there is for that keyword, the more you will pay. In order to check your results you should have your Adwords linked up to Google Anlaytics. Within the analytics software you can check where traffic has come from. You can filter traffic to show only that which has come via Google Adwords and then check to see bounce rates, time on site etc. If you are getting a lot of traffic but have a very high bounce rate then you are possibly wasting a lot of money. It is then time to revisit your ads and keywords and make sure that they are accurate. You also need to ensure that when your ad is clicked, the person it taken to the correct page relating to the search, not just a home page. This will result in a lower bounce rate but will also improve your quality score on Google which will bring your cost per click down.