If you have a site I'm sure the thing you want is heavy traffic, am I right? And also, not just heavy but also a quality traffic that will help your site and business boom! This is when Google's Pay Per Click comes in handy. But, one should keep in mind that AdWords can turn out to be quite ineffective if you do not use it properly.
There are many successful campaigns out there and yours can be on as well, with a bit of hard work and guidance!
There are a couple of things you should keep in mind before using AdWords, and also, there are some mistakes that you should want to avoid!
Many do a fatal mistake from minute one: they start using their own ideas, without a bit of guidance. You should not do that! Do not try to quick things. A great advice is to try to observe other ads out there. Do some research about the niche you're in, about how harsh the competition is, and how they are and their ads doing. After you're clear about the big picture you should start your own campaign!
You really need to understand one thing about AdWords: if your ad is number one on any list, it could be a really bad sign. Typically, people who click on the links from the top of the lists are customers who are not determined on what they want to buy; they're simply in search of something. And I'm sure you do not want to spend money on visitors that do not know what they want. A good sign is when your ad is on the fourth slot and you're getting clicks. Usually, those clicks are from potential customers who know what they want and they're ready to buy.
Also, try to follow this simple step as well: start with a low number of keywords. Observe the way they perform, see which ones are bringing clicks and which ones are not. After you get the hang of it, you can go up with the number of keywords.