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Google AdWords can be a great tool for driving a boost of traffic to your website, and finding out how people respond to your website. Here are some of the main benefits of using AdWords, and the key areas you need to be aware of in order to maximise the time and money you invest into it.

Google AdWords is a quick and easy way to get your website to the top of Google for any keyword you want. If set up badly, you can waste a lot of money. However a well-targeted campaign can be more effective than traditional forms of marketing.

AdWords is great for getting an initial boost of traffic to your website. It lets you choose which keywords you target, how you appear on Google, and which page visitors gets taken to on your website.

You can also target specifically by day, time, country, and more! You are only charged per click, so any keywords that don't bring traffic to your website won't cost you a penny!

It's also a great research and monitoring tool, allowing you to see which keywords have provided traffic to your website, and which have led to conversions.

Many businesses rely quite heavily on AdWords, while some use it to provide a boost in traffic to your website. Either way, it can be a powerful and efficient tool for attracting an additional surge of visits to your website, in which visitors can become customers; provided the campaign is set up correctly, with monitoring and any necessary refinements being made regularly throughout the campaign. For example, over a certain period of time you may find that certain keywords are very expensive per click, or provide a poor volume of traffic to your website. Combining statistics from AdWords with Google Analytics can also enable you to see how long visitors are spending on your website as a result of your campaign, along with various other statistics which will help you to determine whether the campaign is effectively attracting conversion or not.

Unlike the Google organic listings, AdWords is instant, allowing both the keywords you are targeting and your advert on Google to be refined and tweaked with ease.

Though it's a great research tool, and can bring in an initial boost of traffic to your website, it can be expensive! This is where the organic listings come into play. Though it takes time, effort, and lot of refinement to become well positioned in the Google organic listings, you don't get charged per click!

This article was written by Christian Goodrich, who is the head of front-end development and SEO at SOZO. Established in 2000, SOZO is a leading Cheltenham web design company; specialising in web design, branding and online marketing.